On 1 October I unveiled the brand and marketing strategy for the Cork city region in south west Ireland at the Global Cork economic conference in the city, an annual event promoting the city region to developers and investors, featuring new initiatives to build the region’s economy.
- Assess current (2013) strategic messaging on the offer of the Cork Region.
- Identify who was marketing Cork and how Cork performs in various international rankings and indices.
- Develop a Brand Proposition for the region as a spur for its economic development.
- Test and refine the emerging proposition.
- Prepare a Brand Book for all stakeholders to market the proposition in a coordinated way – singing from the same hymn sheet!
- Brief stakeholder’s staff on how to make creative and effective use of the Brand Book.
- Provide advice on the organisation, responsibilities and work of CORK INC – a new body to manage the marketing of the brand proposition and its future development.
- Elevate awareness of its offer domestically and internationally in a Europe and Global economy of growing city regions.
- Think and act more strategically in terms of its branding and marketing.
- Identify and promote its global credentials as a location for business development.
- Not rely on others to promote it – e.g. the Irish IDA.
- Have more focussed conversations that deliver investment and business expansion for Cork.
- Help stakeholders sing from the same hymn sheet in promoting the region’s offer and experiences.
· It was functional, not engaging and largely not effectively targeted.
- · The propositions were not clear and messages were not doing justice to the region.
- · The region was failing to capture the great stories of the place and its people.
- · Communications were not inviting potential investors to share their agenda and needs.
- · There were a lot of unconnected messages.
- · There was too much detail in the messages.
- · Communications were failing to exploit regional, national and global connections.
- · There was a great story failing to be heard because of too much noise and babble – a Tower of Babel effect.
|The Cork Brand Pyramid - A summary of the brand|