- The process that was followed to create the agreed brand strategy;
- The central purpose of the strategy;
- The core elements of the brand proposition, brand essence and brand pillars – specific offers and experiences;
- The target market audiences for the proposition.
- The key messages the place wants to communicate to those target market audiences about the offer and experience of the proposition;.
- The action stakeholders can take to communicate the proposition – jointly and individually;
- The actions stakeholders can take to invest in the further development of the proposition;
- The implementation and management of the brand strategy and its renewal over time.
- An audit of existing print and digital city marketing and communication tools and a synopsis of previous studies and reports.
- A review of the many attributes and brand assets the City had to support its image.
- An analysis of relevant city branding case studies and best practices, including a global review of 16 comparable cities and downtowns and interviews with international experts.
- 23 one-on-one interviews with key community stakeholders to explore Mississauga’s current brand and reputation providing important insights into the strategic direction of the City.
- A 15-minute online survey, completed by 500 Mississauga residents and 100 small businesses to gain a better understanding of their thoughts and opinions of Mississauga.
- A series of four brand workshops with a Brand Advisory Panel (each one consisting of between 80 and 100 participants) to better understand Mississauga’s current reputation, in terms of both its positive attributes and what Mississauga must improve in the future in order to continue to be successful.
The new Mississauga Brand Logo
Courtesy of City of Mississagu
This logo has been used to illustrate the central ingredients, brand pillars and areas covered by the new brand proposition as illustrated below.
Image courtesy of the City of Mississauga
Extract pages from the Cork Brand Book
- An audit of current marketing and messaging about the current offer of the region to assess the extent of its accuracy, the extent of coordination of messaging and the impact of the messaging.
- Meetings with sub regional interest groups and sector groups to identify their views on the current offer of the region and the impact of the messaging.
- An online survey using social media channels (Facebook, Twitter and LinkedIn) to gauge individual’s views on the offer, marketing and messaging of the region.
- The development of a draft brand strategy for the region and its testing through a specially designed web site which hosted a “Descriptor” of the draft brand and a questionnaire for people and organisations to respond to from Cork, Ireland and around the world.
- Meetings with key groups of stakeholders to assess their opinion of the draft brand strategy.
- The refinement and finalisation of the brand strategy in the light of feedback from the consultation process.
- The development of a brand book describing the process of creating the brand strategy, its essence and its four core brand pillars as the agreed basis for marketing and messaging the brand proposition to target market audiences.
- Detailed briefings for the staff of key stakeholders on the development of the brand, the content of the brand book and how to make effective use of it.
- The reasons why the brand strategy was developed – principally to help better-position Cork and Ireland for future economic success and support and drive the economic development of the region.
- The essence of the brand proposition – “A menu for your success”.
- The offer and experience that Cork wants to be known for, the four core pillars of its brand proposition:
- The quality of life offer
- The education offer
- The visitor offer
- Guidance on using the book.
- The organisation of new brand management and marketing organisations;
- The design of promotional websites for the overall offer of a city and for specific areas such as those undergoing regeneration;
- The design of inward investment prospectuses in support of regeneration initiatives;
- The design of marketing collateral for programmes of activities and events in “open source code”;
- How the place welcomes and treats people;
- What the media thinks and says about the place;