Community Branding: Beyond a Logo and a Line

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1 Community Branding: Beyond a Logo and a Line 3CMA Don McEachern North Star Destination Strategies don@northstarideas.com

2 Your brand is what they say about you when you re not around.

3 Branding is what you do about it.

4 Today: New media and it s relationship with place brands Missing tools in the community brand toolkit Questions

5 Media

6 Media

7 Digital Channels have grown Viral Mail Branded Games Mobile Phones Elevator Advertising On Demand Mobile Phone Sites OnStar Banner Ads Exercise Bikes Branded Web Content Bar Code Scanner Branded CDs

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9 Social Media Channels have grown

10 New media offers less control.

11 In fact, peers are the most credible source of company/product info 58% believe what a person like me says about an organization (up from 51% in 2008) LEAST CREDIBLE (IN THE US): corporate or product advertising (22% of ages 25-34) SOURCE: 2008 Edelman Trust Barometer

12 Peer recommendation isn t just influential. Trust and distrust are widely shared. 56% of those aged and 63% aged were likely to share their opinions and experiences about companies they trust or distrust on the web. * *SOURCE: 2008 Edelman Trust Barometer

13 New Media Communities Highly Complex Environment Highly Complex Product Low Control Low Control Trust Peer Voices Have an Abundance of Peer Voices People are Media Have an Abundance of Passionate People

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15 Community Research Consumer Competition Brand Platform Creativity Narrative Brand Identity & Brand Behavior

16 Community Research Consumer Competition Brand Platform Creativity Narrative Brand Identity & Brand Behavior

17 Dayton Brand Platform Target Audience: Frame-of-Reference: For people who value discovery and Midwestern traditions Dayton, Ohio is a city with a rich history of invention Point-of-Difference: Benefits: has created a culture of innovation promising a progressive future with character.

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24 Sebastopol Brand Platform Target Audience: Frame-of-Reference: Point-of-Difference: Benefits: For people who value the earth, beauty and simple living Sebastopol is a small community of forward thinkers in beautiful Sonoma County where global consciousness and local flavor are revered leading you down your own path to self actualization.

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29 Community Research Consumer Competition Brand Platform Creativity Narrative Brand Identity & Brand Behavior

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31 Mississippi Brand Platform Target Audience: Frame-of-Reference: For those who appreciate authentic people and places Mississippi is the most southern state Point-of-Difference: and the mother of southern culture yesterday, today and tomorrow.

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36 Brand Action Ideas Reframe Mississippi s Bicentennial in 2017 with a statewide Homecoming of the South. Partner with the state s matriarchs (literal and figurative) to invite all Mississippi children home to their true south.

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38 Community Research Consumer Competition Brand Platform Creativity Narrative Brand Identity & Brand Behavior

39 Columbus, IN Brand Platform Target Audience: For people seeking a small and innovative Midwestern community Frame-of-Reference: Columbus is an architecturally significant community within the Indianapolis, Louisville, and Cincinnati triangle Point-of-Difference: Benefits: where an environment of excellence creates an uncommon atmosphere that inspires you to shape your world

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47 Providence, RI Brand Platform Target Audience: For those seeking depth and perspective Frame-of-Reference: Providence, Rhode Island is a vibrant northeastern city Point-of-Difference: where original thinking is expansive Benefits: so you are free to create...

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58 Community Research Consumer Competition Brand Platform Creativity Narrative Brand Identity & Brand Behavior

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60 Community Branding: Beyond a Logo and a Line 3CMA Don McEachern North Star Destination Strategies don@northstarideas.com