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Overview: Overarching Durham Brand

Overview: Overarching Durham Brand. Process to Develop an Overarching Brand for Durham. WHAT: In 2004, DCVB begins a periodic Durham (visitor-related economic development) brand review and assessment, which had been delayed by the aftermath of 9/11.

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Overview: Overarching Durham Brand

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  1. Overview: Overarching Durham Brand

  2. Process to Develop an Overarching Brand for Durham WHAT: • In 2004, DCVB begins a periodic Durham (visitor-related economic development) brand review and assessment, which had been delayed by the aftermath of 9/11. • The possibility of an overarching brand is raised in the 15-organization Durham Public Information and Communications Council. • As the messenger most deeply involved in branding Durham, DCVB is first asked by the Council to explore specialists in “place” branding then asked to incorporate the possibility of an overarching brand into its periodic brand review.

  3. Process to Develop an Overarching Brand for Durham HOW: • A broad spectrum of interviews and focus groups with residents and external customers is led by a specialist in the process of “place” brands. • The specialist reviews input from residents and external customers and existing and legacy Durham brands then makes recommendation that the existing brand, while at one time unique, has been copied by so many other communities that it is no longer as effective. • Additional broad spectrum workshops and public meetings are conducted to hone in on values and personality traits distinct to Durham. • A diverse Durham Brand Advisory Group comes together to aid the specialist in development of an overarching brand. • The results of the workshops and interviews are tested in scientific, generalizable opinion surveys of all Durham residents.

  4. Process to Develop an Overarching Brand for Durham HOW: • Themes honed from resident input are further tested to see if they resonate nationally and regionally. The results confirm an overarching brand is a possibility. • The tangible benefits, personality traits, values and experiential benefits of the Durham brand are further refined. • The positioning statement, brand essence and reasons to believe are refined. • The positioning statement and graphic elements to convey the brand are refined and tested nationally and by region. • After refinement, a logo, tagline and positioning statement are tested statewide.

  5. Process to Develop an Overarching Brand for Durham WHEN: • Both the Durham Brand Advisory Group and the Tourism Development Authority, which funded the process on behalf of all messengers, authorize the brand, and sneak previews are provided to civic, business and university leaders and the 15-organization Durham Public Information and Communications Council. • The new brand is soft-launched to begin the gradual process of permeation. DCVB begins to deploy the brand in all communications.

  6. Roster of Durham Brand Advisory Group Members Newman Aguiar Neighborhood Activist Bob Ashley News Media Kathy Bartlett Arts Mayor Bill Bell City MaryAnn Black Duke University Health System Ginny Bowman Retail John Burness Duke University Carver Camp Weaver Marketing E'Vonne Coleman Tourism Development Authority Ellen Dagenhart Historic Preservation Chuck Davis Cultural Minnie Forte-Brown Schools/ Universities Rosalind Fuse-Hall NCCU Tamara Heyward Development Bob Ingram Business/RTP Sylvia Le Goff Relocation Mike Martino Lodging/ Restaurants Beverly Meek Performing Arts Richard Morgan Downtown/ Developer/Retail Commissioner County Michael Page Steve Schewel Public Schools Nick Tennyson Home Builders Barry Van Deman Museums Charles Watts Business/Corporate Carl Webb Downtown/ Developer Councilman Inter-NeighborhoodMike Woodard Council Douglas Zinn Foundations

  7. Progress to Date — Rearticulating an Overarching Brand for Durham Core Elements for the Overarching Brand • TANGIBLES: Durham’s physical and experiential elements. • PERSONALITY: Character traits that shape how Durham expresses itself. • BRAND VALUES: Values that Durham believes in and upholds. • EMOTIONAL BENEFITS FROM THE DURHAM EXPERIENCE:Inherent emotional benefits that Durham’s external customers will feel. • CORE STRENGTHS: Strengths that capture Durham’s Character. Durham Brand Promise • DURHAM POSITIONING STATEMENT: How Durham wants to be perceived. • BRAND ESSENCE: The shorthand that captures Durham’s indispensable heart or DNA. • DURHAM’S COMMITMENT: Enabling Durham to deliver on its promise. • REASONS TO BELIEVE: Evidence that the promise and benefit claims are credible.

  8. Signature Elements of the Durham Brand

  9. Signature Elements of the Durham Brand

  10. Signature Elements of the Durham Brand

  11. Signature Elements of the Durham Brand

  12. Signature Elements of the Durham Brand

  13. Signature Elements of the Durham Brand

  14. Applications

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  20. Tagline Variations Where great learning happens Where great innovation happens Where great dance happens Where great sports happen Where great things happen Where great art happens Where great research happens Where great meetings happen Where great shopping happens Where great dining happens

  21. Applications

  22. Applications

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