Saturday, June 9th, 2018
Often, half the challenge of master a subject is to have a common understanding of the lexicon. In economic development, there appears to be a significant degree of confusion around and misrepresentation of what a brand is and what branding entails. For the purposes of this book, the following definitions apply. Brand A brand is […]
Tuesday, May 15th, 2012
One of the big challenges every marketer faces is how to measure the impact of your promotional investment when you have a limited budget to begin with. Comparative heavy-up tests where effort in a region of the country is doubled and the results compared with a comparably matched region are simply not a cost feasible […]
Monday, April 30th, 2012
When I started exploring place branding, it quickly became evident that the concepts of selling, marketing and branding were often confused and used interchangeably. As a consequence, many communities experienced failed attempts at “branding” when the better solution may have been to focus on developing a more effective selling effort. When I was working at […]
Tuesday, November 1st, 2011
I have previously written about the importance of having a strong Internet presence for your community if you hope to compete for capital investment. You may recall the data I have cited from the most recent DCI national study among CEOs indicating 76% of the time a short list of locations has been created before […]
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