A strategic city branding project must reflect the cumulative personality of the community and in some cases, the county or region. It is crucial for branding success to have all stakeholders represented in the process and ensure their input is reflected in the brand. This involvement can be both rewarding and it can also lead to significant difficulties if stakeholders are not properly identified and managed throughout the process, such as delays in approvals and lack of support for the final recommendation.
http://bbgintegrated.com/wp-content/uploads/2017/09/shutterstock_532279624.jpg8871200Burkhead Brand Grouphttp://bbgintegrated.com/wp-content/uploads/2017/02/BBG-Logo-New-White.pngBurkhead Brand Group2017-09-12 16:11:112017-09-13 02:02:12How to Get Stakeholder Support for City Branding
Many smaller cities across the nation are losing their population. The twenty-five largest US cities on the other hand, are doing well, except for Detroit, and a few others with less dramatic problems. The next twenty-five rated by size are mostly doing well, in fact some of the fastest growing places like Austin and Raleigh are in this group. But for the rest of the country, the report is not so good.
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If you are the Director of a small airport, either general aviation or with limited passenger service, located less than an hour’s drive from a major metro area, fortune is smiling on you. Your airport is on the cusp of a significant growth opportunity. I’ll hedge a bit here: a significant growth spurt is there for airports that understand this opportunity and plan for it.
At some point, and maybe you’re there, you have to decide which job you want. Continuing to make all the decisions including areas you’ve handled by necessity, but deserve their own full time advocate will eventually choke the organization. The question that might make the difference between success and failure is what is your highest and best purpose? Is it strategically managing the company through its next growth cycle or developing the branding and marketing strategy?
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As a Marketing Manager, if you want your product to succeed, you have to “get inside a consumer’s head.” You have to dig deep, get to know everything about them, their “needs” but more importantly their “wants.” Find the problem they are having and and present your product as the solution, in other words use psychology to make them realize that they have a “want.”
Sometimes both agency and client are smart, focused and willing but simply no longer mesh. Sometimes the problems are not of the agency’s making. There are toxic client organizations just as there are bad agencies. Smart clients take a hard look at the environment they’re providing for their agencies before making a change.
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