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

Learn more

Contact EquiBrand for more information about our strategic marketing consulting, branding consulting or innovation consulting services.