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21 Mar Top 10 Branding Place Blunders
[vc_row css_animation="" row_type="row" use_row_as_full_screen_section="no" type="full_width" angled_section="no" text_align="left" background_image_as_pattern="without_pattern"][vc_column][vc_row_inner row_type="row" type="full_width" text_align="left" css_animation=""][vc_column_inner][/vc_column_inner][/vc_row_inner][vc_row_inner row_type="row" type="full_width" text_align="left" css_animation="" css=".vc_custom_1559326103163{padding-top: 60px !important;padding-bottom: 60px !important;}"][vc_column_inner][vc_column_text]Branding a community is much more complex than branding a product or service. Not only is the process highly political, it is very emotional. People...
10 Feb How to Market Your City? Be Brave…Very Brave.
When a community are setting out on a city marketing and branding initiative, the starting point is determining your goals are for place brand. Because once you have determined the strategic brand platform for your community, there are a number of different directions the creative...
07 Jan The Four Key Elements of Your City Brand Strategy
The “strategic brand platform” (also called the “brand strategy”) is the critical touchstone for all branded activity within a community. For maximum brand impact, all efforts, thoughts, communications and actions should literally and symbolically support its essence. Essentially, the strategic brand platform represents distillation of...
15 Nov Brand Narrative: The Emotions Beyond the Strategy
As we discussed in a previous post, the strongest community brands are grounded in a strategic brand platform that clearly and succinctly defines the target audience, frame of reference, point of difference and benefit. A strong brand strategy should stay relevant for decades and be...
18 Sep Economic Development Marketing: The Country Club Effect
According to Janet Miller, the former Nashville Chamber of Commerce CEO, “People in powerful positions want to be in a room with other people in powerful positions.” In the economic development industry, this is what they call “the country club effect.” The association of your...
05 Aug Leverage Your Tourism Assets
Our research process to uncover the strategic brand essence for each destination includes a significant amount of time talking to stakeholders and residents in order to understand their perceptions of the place they call home. One of our first questions is the simplest, “What are...