Establishing a life sciences industry cluster brand to fuel economic growthEquiBrand2022-04-14T11:42:01-07:00 Project Description A diverse group of community leaders was interested in creating a life sciences cluster initiative to fuel economic growth. The region had strong businesses assets from which to build, though lacked an organizing mechanism for marketing the initiative. A new strategic brand was developed and launched as the catalyst to connect diverse interests across business, university, and civic leaders and drive growth. ChallengeGeographic region with broad array of life science assets (corporations, academic institutions, etc.) though no organizing mechanism for driving growthRegional economic effort formed to attract new business/research opportunities and enhance entrepreneurial capacity and intellectual propertyMultiple points-of-view regarding core offering, targeting, and marketing approachActionSituation assessment, including best practice and competitive review of economic clustersHypothesized customer framework to aid in target prioritization and offering definitionConcept development and optimization research to address core positioning, naming and logo alternativesCreative brief and agency search to secure local creative partners for implementationResultAlignment across multiple public and private entities around brand strategy, positioning and new name Secured over $250 million in funding to support business formation and entrepreneurial capacity Recognition of the state as one of the top four life sciences leaders in the U.S.Learn moreSee other case studies or contact EquiBrand to learn more.