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Hot Topics for City and Destination Branding

How Successful Small City Brands Earn Their Reputation
Twelve Ways to Bring a City Brand to Life

In this fast-moving session, Bill shares twelve insightful principles that any city can use to bring its brand to life and always deliver on-brand experiences.

Branding is one of today’s hottest – and most misunderstood business subjects. This presentation is based on Bill’s book Destination Branding for Small Cities and demonstrates why a snappy new logo, tagline and advertising campaign does not necessarily mean that you are on the path to a meaningful and respected city brand.

Myriad small and large actions - many seemingly unrelated to marketing - will impact a city brand’s long-term viability. These actions involve many individuals and organizations buying into new ideas, moving out of their comfort zones, changing behavior and systems, and even agreeing with political foes. During this engaging session Bill illustrates how brand planners need to embrace the principles of change management if they want their brand to attain its optimal potency.

He presents techniques to orchestrate the brand from inside the community and provides invaluable “rules of thumb” to bring a city brand to life such as:

What are the elements needed for a successful city brand?
How do you keep the brand customer-focused and not distracted by vocal locals?
How can brand partners best connect with customers?
What are the steps needed to encourage buy-in, adoption and minimize controversy?
Why are outstanding experiences so important to the brand?
What ongoing research can be conducted on a small budget?
Who is getting it right?

How to Schedule Bill for Your Conference
If you would like to include one of Bill's presentations in your next conference, e-mail or give us a call.

Total Destination Management specializes in tourism planning and destination branding for cities, counties and regions. This page includes information about city branding, tourism marketing strategies, small city branding and successful city branding. Our experience includes developing a city image, a county slogan, a city motto, a regional tourism brand, a community identity and much more.

Page Topics: City Branding | Tourism Marketing Strategies | Small City Branding | Successful City Branding