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to work multiple channels for maximum effect,leveraging all The pros and cons should be weighed carefully based on ill
<br /> of your resources under one branding umbrella. shifts in the political,economic,cultural, and competitive ch-
<br /> Over the past year,the city of Omaha has enjoyed great mate. Caveat civitas:branding requires more time and effort
<br /> success at promoting its new brand identity and slogan, than a simple roll of the device.Just ask Las Vegas.
<br /> embodied dramatically in a bright,eye-catching red logo.The Of course,if the slogan-savvy town twenty miles down
<br /> "0!"has popped up on street corners, public buildings,local the pike is siphoning off much-needed tourism dollars,there's
<br /> businesses,festival streamers,and even election stickers. probably sufficient reason to ramp up your branding lickety-
<br /> i
<br /> Merchandise emblazoned with it can be purchased online, split and play some old-fashioned hardball.
<br /> and city residents are encouraged to submit photos of "0!" One thing is for sure,city branding is here to stay.As
<br /> sightings to www.ososurprising.com. long as we're influenced and inspired byi iconic ideas and
<br /> Despite the uneasy comparisons with Oprah, Oxygen, expressions, mottos and monikers will continue to strike our
<br /> and Overstock.com,the city of Omaha has played the brand- fancy, capture our imagination,and resonate in our lives.The
<br /> ing game with a lot of smarts—partnering with key stakehold- good ones have staying power.They move and inspire us.
<br /> ers in the management of its brand awareness campaign, They make us think and laugh.They guide our vacation plan-
<br /> integrating its message across complementary web sites,and Hing.
<br /> encouraging the entire community to get more involved and Rome wasn't built in a day. Either are the best slogans.
<br /> embrace the spirit and surprise of "0!" Since all branding is local,make sure the roads you take lead
<br /> Step#10: Think Beyond City Limits back to your home town.
<br /> City mottos were not meant to change with every passing ©2006 Eric Stephen Swartz.All rights reserved.
<br /> mayoral administration. If they did,they wouldn't address
<br /> This article was published as a best practices paper on the American
<br /> what is universal and timeless about your town.They would Marketing Association web site(www•ama.org)in March,2006.
<br /> simply serve as a convenient catchphrase to spur,at best,
<br /> . downtown economic growth.When you sit down with your i Swar isfrinderaidpresidentofTagiineBuru '
<br /> creative folks,focus on things like vision and values and the
<br /> I (www tt:all tri crrmJ,whtch specializes rn the creatrQn,
<br /> qualities that define your city's greatness.That's the level on "integration,and packaging of slogans,names,
<br /> messages,
<br /> which you should communicate. j arty/ thet°brand"concepts . ince 1996,he has developed
<br /> There are no absolutes,no right or wrong answers in the branding andmessaging campaigns farsuch clients as
<br /> branding game.When all is said and done,success in brand- Americans press,Apple Computer,,CMP edta,FedEx,
<br /> ing is measured by the integrity of the concept that underlies Wells lrargo,and Zif Oavrs A recipient of a Kiting award
<br /> your main message. It's the bridge that lets you reconcile the fro the"Council for The,Advancement and Support of
<br /> experience of your city with the expression of its message. Edu ation„Swam has bee "publishedjby the Business
<br /> Remember,your city's motto is more than just a calling card; Marketing Association, a American Marketing
<br /> it's a special invitation. So treat it like one.
<br /> Association,and the InternationalAsscr iation of trsrness
<br /> Summary Comrnttrttcat r and'has been featured in £'
<br /> Bus nessl!leeek cam,Meetings a Conventions Map,;,,,,17,„ Y,,
<br /> In the last five years or so,sloganeering has become a popu- and Marketing Magazine.Swartz received his A B.it,
<br /> lar way to spruce up or overhaul city image and brand identi- Communication&Public policy from the Universityol
<br /> ty. Most efforts have succeeded:mottos are being crafted � California etBerkel y,and his MA.in Communications
<br /> more cleverlyand competitively, and are promoted in
<br /> being from The Anipertbarg Schr ol"farCemmurfida:inn at°the
<br /> creative and compelling ways. More importantly,they're University;of Pennsylvania:`'
<br /> treated as an integral part of an ongoing branding and com
<br /> Contacts 650-573-9009 or arlb aid,, , ,:ru cvm
<br /> munications campaign designed to raise awareness and crys- Webtaglinegiru coir%w�
<br /> tallize public opinion.
<br /> However,those cities under pressure from various camps
<br /> S .
<br /> 1111/
<br /> TM—a trademark of The Byline Group.All rights reserved.Dockers is a registered trademark of Levi
<br /> to refresh their message and updatetheirslogan need to step Strauss&Company.No portion ofthisarticle may bereproducedorredistributedbyanymeanswthout
<br /> the prior written consent of The Byline Group.
<br /> back and ask themselves,"Is it really necessary to re-brand?”
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