How (Not) To Brand Your City

A public relations expert explains why local governments so often fail to use branding effectively.

"A city or destination brand is the sum of what the market thinks when they hear the brand name. It’s how they feel when they arrive at the destination’s Web site or experience other communication. And it’s what they expect when they select one place over another."

There are "many lost destinations and leaders who don’t quite get it. They think the brand is their jazzy logo or a catchy tagline. They think a costly ad campaign is the big ticket, and most of all, they are oblivious to the destructive power of un-united forces within their destination…"

"There is no question that multiple levels of government, etc. militate against a successful branding campaign. When the strategy and advertising become dumbed down so that it satisfies bureaucrats and ends up as self-serving pabulum, it’s destined to die."

Full story: Destination Distinction or Disarray? http://www.fastcompany.com/resources/marketing/post/082304.html

Source: Fast Company, Aug 26, 2004.