Key Challenge Communities steeped in history are grounded in a reputation (and thus a brand) that is decades old. But when your reputation isn’t set in the stone of ages – such as with new communities – identifying your true and authentic essence can be a...
Key Challenge McKinney has a solid dose of Texas swagger and a tendency to do things their own way. But their location – in the mammoth shadow of the Dallas Metroplex – meant they were often viewed as a cookie cutter bedroom community. How, then, to...
Key Challenge Scattered throughout this nation are hardworking, efficient communities who make smart decisions and offer residents and businesses a strong toehold for success. These communities aren’t ostentatious or high profile. They prefer to spend money on function rather than flash. West Plains, Missouri is just...
Key Challenge Dublin’s distinct name and shamrock logo were working together to position the community as Irish, which entirely missed the point in terms of elevating Dublin’s unique point of difference. However, the community name is here to stay (and does reflect its founding heritage) and...
Key Challenge Denison, Texas is located on the shores on the fourth largest lake in the nation, Lake Texoma. Lake access is a significant asset for residents, economic development and tourism. But many other communities in the region were using the lake as their marketing point...
Key Challenge Sometimes a city’s challenge is simply living up to the expectations its heritage has set. Such was the case with Providence, RI. Founded as a place for religious freedom, Providence was first referred to as a lively experiment. Today, the experiment has proved to...
Key Challenge In recent decades, Aurora has transformed from a blue-collar town into a high-performing, high-tech progressive city boasting the second largest population in Illinois. But the majority of marketing materials for city initiatives didn’t reflect this forward movement. City leaders were interested in a new...
Key Challenge Quincy is one of the shining stars in Illinois. Historic, beautiful and growing in a time when many cities of similar size in the state are struggling. But part of being great is knowing you can be even better. City leaders recognized that various...
Key Challenge With a sesquicentennial approaching, Johnson City was eager to update a decades-old brand identity and distinguish itself among the Tri-Cities. Eyeing the next 150 years, how can this outdoor mecca and educational powerhouse leverage the region while standing out within it? Johnson City needed...
Key Challenge Several York County entities – including tourism, economic development, and the arts – were simultaneously yet separately pursuing grant funding for strategic branding initiatives. Rather than chase disparate, disjointed efforts with no chance of integration, the Community Foundation of York County brought the partners...