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Expert cheers Helena’s branding effort

Branding a business or a city is so tricky that Australian expert Bill Baker wrote a book to explain what branding is not.

It’s not a logo, a theme or an advertising slogan.

A great brand, Baker told an audience of 250 during Tuesday’s Celebrate Billings 2008 breakfast, focuses on the intangibles that make a community stand apart from its peers – and those differences go beyond the obvious: the Rimrocks, the Yellowstone River or cowboy culture.

By JAN FALSTAD
Of The Gazette Staff

Full Story: http://www.billingsgazette.net/articles/2008/03/12/news/local/35-branding.txt

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