Project Description
Economic Development – Place Branding
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
- Comprehensive brand strategy, including detailed implementation action plan
- 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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