A little about the SBA Blog

Ed BurghardThe Strengthening Brand America blog category is to be a forum where economic development professionals and marketing professionals can share their experience with and thoughts on place branding so as a community we have a better appreciation for how to successfully apply the principles for job growth and economic prosperity.

The From the CEO category is to be a forum where I can share thoughts on successful reapplication of private sector product and corporate branding principles in place branding.

Can You Win The Three Moments of Truth?

December 17, 2013 at 12:24 am, by Edward | 1 Comment | Tags: ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, | Category: Place Brand Building

 “The truth is not good or bad, it is just the truth.”  J.B. Thomas I first got involved in economic development in 2009 when Governor Robert Taft asked AG Lafley (P&G’s CEO) to help brand the state of Ohio.  Governor Taft had just returned from a NGA meeting where he heard presentations about both Enterprise […]

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Three Moments of Truth

February 28, 2011 at 3:55 pm, by Edward | 10 Comments | Tags: | Category: Place Brand Building, Promotion, Strategy

In 1986 Jan Carlzon, the former President of Scandinavian Airlines, wrote a book titled Moments of Truth.  The core principle presented in the book was that every decision is a process.  A process made up of many moments where your product must be judged as a better option than the competition.  But, Jan also noted […]

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Winning the Moments of Truth

April 8, 2009 at 9:03 am, by Edward | 2 Comments | Tags: | Category: Place Brand Building

Global competition for capital investment is increasing at an accelerated rate. States and municipalities are frequently finding they need to differentiate their location from foreign countries, not simply neighboring states, as an ideal location for capital investment. This new level of competition requires increased insight into how capital investment decisions are made in order to […]

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Best of 2012 Report

January 3, 2013 at 11:54 am, by Edward | 2 Comments | Tags: ,,,,,,,,,,,,,, | Category: Place Brand Building, Promotion

  Everybody publishes a “look back at 2012” type article at the start of a new year. At the risk of being cliché, I thought I would follow the herd and share the top 10 most read blog posts of 2012. If you haven’t read them, I hope you will. These are the posts that […]

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Research On Emotion In Site Selection

December 10, 2012 at 7:02 pm, by Edward | 14 Comments | Tags: ,,,,,,,,,,,,,, | Category: Image, Promotion

One of the biggest misconceptions is that emotion plays no role in the site selection decision. I have written on this subject previously. To Win More Deals Start With Answering The Question “Why?” Intuition The Emotion We Often Forget Features Versus Benefits What Role Does Emotion Play In The Capital Investment Decision? My experience and […]

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2012 LiveXchange Conference

November 1, 2012 at 9:00 am, by Edward | 2 Comments | Tags: ,,,,,,,,,,,,,,,,,, | Category: Place Brand Building

I had the opportunity to speak at the Business Facilities LiveXchange conference this week.  For those of you unfamiliar with the program, LiveXchange is a novel annual business to business event that connects senior level corporate executives actively searching for new locations for their relocation. expansion, or consolidation projects with leading economic development professionals from […]

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Assessing Your Target Audience

August 8, 2012 at 9:46 am, by Edward | 1 Comment | Tags: ,,,,,,,,, | Category: Promotion, Strategy

In a previous post, I introduced the 4-W model of branding. As a refresher, it begins with determining WHO you want to have a discussion with. Then determining WHAT you want to say, WHEN your target is most ready to hear your message and finally determining WHERE your target is likely to hear it. In […]

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Become More Investment Worthy

May 19, 2011 at 8:34 am, by Edward | 3 Comments | Tags: ,, | Category: Strategy

I recently read a great article entitled “Why the jobs are going over there”.  The author (Ted Fishman) made a point that resonated with me – “Cities and regions need to focus on their unique assets.”  Ted is a wonderful speaker and writer. He authored the book – China Inc.: How the Rise of the […]

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