>> Economic Development – Brand Consulting Case

Developing a major metropolitan masterbrand strategy to drive economic development

Challenge

• Multiple internal constituents charged with economic development in a complex, decentralized environment
• Actual “product” experience far exceeds “going-in perception”
• Diffused branding efforts by “siloed” organizations (multiple targets, logos, taglines, and websites)

Action

• Brand equity assessment to understand issues and opportunities
• Brand visioning to confirm key issues and develop alternative solutions
• Customer framework to identify and select high-potential targets
• Brand positioning and architecture development, across three frames (place to work, visit and conduct business)
• Creative exploration to “bring the brand to life”

Result

• Internal alignment around strategy and brand identity platform
• Brand strategy council to direct region-wide communication efforts
• Creative development consistent with new brand positioning

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