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Talk from the trenches; Top 12 community branding blunders (and how to avoid them).
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Public Management
- Article date:
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September 1, 2008
- Author:
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Copyright informationCOPYRIGHT 2008 International City-County Management Association. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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In June 2006, I wrote an article for PM magazine that outlined the basics of community branding. At that time, momentum for the practice was just starting to build, and a lot of local government managers and leaders had questions about branding's who, what, when, where, how, and why. What a difference a few years make! Branding has taken off, and it is the rare local government leader who has not heard of it, considered it, or tackled it.
But for every strong brand that is produced, there are a slew of branding bumbles. And often the fault is not the brand but the process. A political misstep at a critical juncture can derail a good brand faster than you can say, well, ...
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