In place branding it is very important to take inventory of assets to determine which of those are unique and compelling to each of its target audiences. For instance, my city, Rochester, New York has identified the following as potential assets:
Corporate branding is a strong tool for re-aligning a corporate strategy and ensures that the corporation – big or small – is leveraging adequately on the un-tapped internal and external resources. There are 10 crucial steps on the way to a successful corporate branding strategy, and they can serve as a useful guide for any corporate branding project.
Martin Sorrell, WPP Group, London At Saatchi & Saatchi (1975-1986), Sorrell, “the third brother,” designed and carried out Saatchi’s legendary agency acquisitions.
The brand promise is the most important part of a brand’s design.
The fabled retail brand of Sears is in trouble. Now owned by hedge fund executive Edward Lampert, the company has recently announced its latest attempt–of many–at a turnaround, along with the departure of its CEO. His plan is to reorganize the 121-year-old retailer into business units with “broad authority to shape their own future.”
