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Serendipity is the key to branding.

Speaking to a group of techies at a breakfast in Boston’s Fort Point neighborhood, Mayor Thomas M. Menino endorsed their efforts to give the area a new identity. "I want this city to grow and show its technology leadership,” he said. Menino officially recognized the area, home to a growing number of Web design firms and digital consultancies, as the "Cyber District.”

That was 1997. Two years later, then-Massachusetts Governor Paul Cellucci launched a branding campaign to have the Bay State known as "Dot Commonwealth.”

By Scott Kirsner

Full Story: http://www.boston.com/business/technology/articles/2011/05/22/serendipity_is_oftentimes_the_key_to_branding/

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