BRANDING Strategies MGMT E6100 BRANDING STRATEGY Week 1

BRANDING Strategies MGMT E-6100 BRANDING STRATEGY Week 1 Instructor: Thomas Murphy P. 978_760_1388/ Tmurphy@clarku. edu

ABOUT THIS COURSE Focus: Develop the knowledge, instincts and skills to build strong global brand value Course Structure • • • Class Lectures Company Examples Branding Videos Adopt Brand Assignment 2 Exams

COURSE OBJECTIVES Defining The Role of Branding Creating Brand Value Developing Brand Position Insuring Long Term Brand Loyalty Establishing Global Brand Presence Improving Brand Architecture

COURSE ELEMENTS Brand Channel Textbook Branding Videos Brand Wars

GRADING ELEMENTS Mid Term 30% Adopt a Brand 30% Final Exam 30% Effort 10%

ADOPT A BRAND INDIVIDUAL COURSE ASSIGNMENT 30% COURSE GRADE DUE MARCH 24 TH ON CANVAS

ADOPT A BRAND PROCESS INDIVIDUALS SELECT A RECOGNIZED BRAND SEARCH FOR ARTICLES THAT REPRESENT BRAND ACTIVITY TIPS FOR SUCCESS 1. Select a major Newsworthy brand 2. Identify 10 -12 articles to review INTEGRATE RESEARCH ON MARKET TRENDS AND GLOBAL INFLUENCES 3. Select the top 6 -8 to summarize DRAW CONCLUSIONS AROUND COMPETITIVE CAPABILITY OF THE BRAND 5. Create 1 slide per select article MAKE 4. Brand. Channel. com is a source 6. Have a conclusion slide at end

TIPS FOR SUCCESS 1. Select from multiple brand activity • New Products or Innovation • Advertising • Mergers or Acquisition ADOPT A • Market Expansion BRAND • Store Technology SUMMARIES • Competitive News • Market Success 1. Add graphic/picture to each slide 2. Provide link to the article 3. Do not copy and paste 4. Why is it significant

GRADING ELEMENTS 1. 2. 3. 4. Your Brand Overview 4 -6 slides • Market Focus • Competitive Position • Global Presence Market Trends 6 -8 slides • Consumer Needs • Global Growth • Competition • Technology / Products Your Brand Activity 6 -8 slide • Advertising Messages • Products & Packaging • Global Markets Recommendations 2 -4 slides • Branding Elements • Brand Portfolio / Extensions • Market Focus • Sustainability

MARCH 24 TH CANVAS MIDNIGHT

Session 1 The Nature & Scope of Branding

SESSION 1 TOPICS Nature and Scope of Branding The Role of Branding Brand Leadership Location Branding Commodity Branding Brand Management

BEFORE WE BEGIN BRANDSTORM WHAT DO YOU PREFER? Which Retail Brands Do You Buy? Best Service Experience Preferred Vacation Places ? Loyal to Which Brands ?

BRANDING CONCEPT WHAT IS A BRAND ?

Branding Definition Old - AMA Definition: (Name, Term, Sign, Symbol, Design) (By Themselves or Combined) (To Identify Goods/ Services of one or More Sellers) (And Differentiate These Products From Competitors) New: “Shaping the Perception of a Product or Company in Society”

The Essence Of Branding

BRANDING DNA Loyalty Meaning Branding can be considered the DNA of a company or product. It builds Awareness, Meaning and Loyalty. Aware

BRANDOSOMES Location Brand Story Image Portfolio Promise

BRANDING ELEMENTS LOGOS & SYMBOLS NAMES CHARACTER SLOGANS PACKAGING

BRAND VALUE ELEMENTS gan Slogan Logo/ Symbol Awarenes s Name Character Association Social Media Perception kaging Packag Response

BRANDING SCOPE WHAT CAN BE BRANDED Product Tide Service s Google People Places Boston Causes Events Concept Green

BRANDING PRINCIPLE EFFECTIVE BRANDING REQUIRES BRANDING ELEMENTS THAT: 1. ARE INTEGRATED AROUND A CENTRAL THEME AND WORK TOGETHER 2. MATCH WITH THE CUSTOMER LIFESTYLE, NEEDS AND BUYING BEHAVIORS 3. FIT THE IMAGE, ETHICS AND REPUTATION OF THE

In a major shift in brand strategy, Lean Cuisine is moving away from diet marketing to wholeperson self-esteem with its #Weigh. This campaign. As its Twitter bio puts it, “Lean Cuisine is dedicated to feeding your phenomenal with delicious, satisfying meals made with the ingredients you crave and the nutrition you want. ” Lean Cuisine Brand Manager Chris Flora told Ad Age it’s a “massive pivot” for the 34 -year-old brand. Consumers “most closely associate us with being a diet brand. But we recognize that diets are dead and we want to show that we are truly shifting away from diet. ” Lean Cuisine Makes a Brand Pivot From Diet to Delicious Posted June 26, 2015 by Sheila Shayon

The “don’t call it diet” frozen food brand now offers trendy sweet and spicy Korean style beef, Vermont white cheddar mac and cheese and pomegranate chicken as it switches from a dieting mantra to healthier lifestyle, also promoting its gluten-free and “No GMO” choices. The Nestle-owned brand’s Frenchtrained director of culinary innovation, Lucien Vendome, has been working on shifting the Lean Cuisine focus from fat and calories to organic, high-protein, gluten-free meals as consumers shift from processed foods to fresher-tasting foods with natural ingredients. “The overhaul, which cost millions, is the biggest in Lean Cuisine’s 34 -year history, ” Bloomberg added. “And it had better work, as Nestle has said it must turn around its US frozen food business, the nation’s largest with sales of about $5 billion from brands including Stouffer’s, Hot Pockets and Di. Giorno pizza. Nestle has already sold Juicy Juice and Jenny Craig— brands that also had their heyday in the 1980 s. If Vendome can’t empty that freezer fast enough, Lean Cuisine could be next on the block. ” Lean Cuisine will remain true to its roots with meals containing fewer than 10 grams of fat and a calorie range from 160 to 390 calories. But the move away from dieting to weighing what’s important is a much better fit with Lean Cuisine Makes a Brand Pivot From today’s consumer. Diet to Delicious Posted June 26, 2015 by Sheila Shayon

Lean Cuisine Makes a Brand Pivot From Diet to Delicious Posted June 26, 2015 by Sheila Shayon

5 Minute Break

BRANDSTORM MILLENNIAL CAR WARS LINCOLN VS TESSLA

2015 LINCOLN MKZ • THE LINCOLN MOTOR COMPANY TEAMS UP AGAIN WITH ACADEMY AWARD™ WINNER MATTHEW MCCONAUGHEY TO CREATE LINCOLN MKZ AND LINCOLN MKZ HYBRID AD CAMPAIGN THAT WILL BEGIN AIRING DURING HIGHPROFILE NEW YEAR’S DAY COLLEGE FOOTBALL BOWL GAMES • TWO NEW TV AND ONLINE ADS WILL PROMOTE LINCOLN MKZ AND LINCOLN MKZ HYBRID MIDSIZE SEDANS, WHICH HAVE GIVEN A NEW DIRECTION TO THE BRAND WITH THEIR INTRODUCTION TWO YEARS AGO • LINCOLN’S PREVIOUS https: //media. lincoln. com/content/lincolnmedia/lna/us/en/n COLLABORATION WITH ews/2014/12/29/matthew-mcconaughey-gets-behind-wheel. MCCONAUGHEY, THE “LIVE IN of-2015 -lincoln-mkz-in-new. html

LINCOLN’S NEW ADS https: //www. youtube. com/watch? v=Wn 1 l. N 9 LMgv. U&list=UUZ_r. Mh 5 Gl. BHjjw 3 v. Lh 1 Xqvg https: //www. youtube. com/watch? v=Kt. Tcg 3 sj-w. A&list=UUZ_r. Mh 5 Gl. BHjjw 3 v. Lh 1 Xqvg “If I can be authentic, and the spots are authentic, then we are sending the same message, ” Mc. Conaughey said. “And I think we’re doing that in this series of Lincoln ads” The campaign signals the next chapter in the multiyear collaboration between Lincoln and Mc. Conaughey. The ads build on the success of Lincoln MKZ and Lincoln MKZ Hybrid, which have been the best-selling vehicles in the luxury automaker’s lineup. Retail sales for MKZ have increased year-over-year since 2009, and sales figures through November of this year are on pace to continue that trend

LINCOLN MKZ HYBRID AD

LINCOLN MKZ HYBRID AD

BRAND STORM CREATE A MILLENNIAL TARGETED BRAND CAMPAIGN FOR THE LINCOLN MKZ • SLOGAN AND MESSAGES? • COMPETITIVE PRICE POINT AND VALUE? • UTILIZE CURRENT CELEBRITY (MATTHEW) AND OTHER CELEBRITY ENDORSERS TO ENLIST? • CUSTOMER ENGAGEMENT

Brand Complexity

You are what you do You are what you seek You are what you believe Brand You are where You exist Complexity

BRAND HIERARCHY Food Produ ct Class Healthy Category Yogurt Type Yoplait Brand

PERSONAL BRAND HIERARCHY Millennial Produ ct Class College Category Type You Brand Student

Every Product Placement in Jurassic World (and What People Think) Posted June 14, 2015 by Abe Sauer

Jurassic World is everything the original was, and more. More raptors. More philosophical questions about corporate greed. More product placement. Much more product placement. And unfortunately for the franchise, it’s one of the biggest things about the blockbuster hit—which has scored Hollywood’s secondlargest opening weekend ever —that moviegoers are talking about on social media. Every Product Placement in Jurassic World We already knew Mercedes-Benz was back to reprise its role from the Jurassic sequel 20 years ago. But it turns out, nearly all the brands listed on Jurassic World‘s fictional promotional website weren’t included for nothing. As we noted a few weeks ago, Beats by Dre has secured prominent product placement in a ridiculous number of Hollywood hits in summer 2015. Jurassic World is no different, with lingering glimpses of the Beats logo.

Jimmy Fallon/The Tonight Show Kawasaki Margaritaville All of the brands in Jurassic World: Mercedes-Benz Converse Nike JURASSIC WORLD Crimson Trace Nikon Alpha (helmets) Dasani Nissan American Airlines Dave and Oakley Beats by Dre Buster’s Pandora (jewelry) Ben & Jerry’s e. Bay Pepsi Brookstone Ecogear Samsung (check out the Casio Google park’s Innovation Center) Chevrolet Hilton Starbucks Coca-Cola IWC Sunrio Jamba Juice Tostitos Jeep Triumph Verizon Every Product Placement in Jurassic World

10 Minute Break

The Role Of Branding

Extended Role of Branding Logos Names Packaging Meaning + Relevance Context Feeling Use Slogans/ Jingles Packaging 4 3 2 1 Awareness + Recognition Preference Characters/ Slogans Packaging Loyalty 3 BRANDING STRATEGY of 10 Instructor: Thomas Murphy P. 978_760_1388/ Tmurphy@clarku. edu

BRANDED PRODUCT DEPTH Competitively Unique Attributes Features and Services Augm ented Expect ed Generi c Core Normally Expected Features Basic Function Performance Fundamental User Need

BRANDING VERSUS MARKETING • BRANDING AND MARKETING PLAY DIFFERENT ROLES

MARKETING FOCUSES ON CURRENT TRANSACTIONS Product Feature Suppo rt Variety Price Marketing Tools Access

BRANDSTORM INVENT A BOUTIQUE HOTEL BRAND SELECT EXISTING HOTEL CHAIN DECIDE ON A BOUTIQUE HOTEL CONCEPT OR THEME CHOOSE A TARGET SEGMENT SELECT A UNIQUE NAME THAT SUGGESTS THEME CHOOSE A SLOGAN / LOGO DESIGN THE “PACKAGE” • DÉCOR

BRANDING FOCUSES ON LONG TERM CUSTOMER PERCEPTIONS Loyalty Awareness Brand Identity Brand Meaning Brand Preference Image Brand Loyalty

SLOGANS

BRANDING PRINCIPLE • EFFECTIVE MARKETING REQUIRES INTEGRATION OF MARKETING WITH A SUCCESSFUL BRANDING CAMPAIGN

INTEGRATING BRANDING AND MARKETING Brand Communities Brand Portfolio New Product Packaging Promote Marketing Actions Secondary Branding Channel Brand Extensions Pricing Alliances

Exploring Brand Leadership

SCIENCE OF BRANDING 1 -3 BRAND LEADERSHIP Resistant to Economic Downturns Once Lost Is Difficult To Regain Characteristics Foods & Household Goods Have Higher Leadership Rates Clothing & Durable Goods Have Lower Leadership Rates

KEYS TO BRAND LEADERSHIP Vision of Mass Market Needs Relentless Innovation Traits Commitment & Persistance Leverage Market Position

INTERBRAND

INTERBRAND 2014

TOP 10 BRANDS ON SOCIAL MEDIA

PEPSI OVERVIEW ON INTERBRAND • THOUGH THE COLA CATEGORY FACES CHALLENGES, PEPSI HAS RESPONDED POSITIVELY AND PROACTIVELY. IN MARCH 2013, THE BRAND UNVEILED A NEW SINGLE-SERVE BOTTLE FOR ITS PEPSI TRADEMARK PORTFOLIO, ITS FIRST DESIGN UPDATE SINCE 1996 • THE BRAND IS ADDRESSING KEY CONSUMER CONCERNS, SUCH AS SUGAR CONTENT, VIA THE LOWER CALORIE VERSION OF ITS FLAGSHIP • BUILDING A REPUTATION FOR ITS ENVIRONMENTAL EFFORTS, PEPSI WAS AWARDED THE 2012 STOCKHOLM INDUSTRY WATER AWARD FOR REDUCING ITS WATER CONSUMPTION. • DELIVERING A HOLISTIC EXPRESSION OF ITS BRAND CONTINUING TO ENGAGE MILLIONS OF PEOPLE AROUND THE WORLD THROUGH MUSIC AND DIGITAL PLATFORMS,

COCA COLA OVERVIEW ON INTERBRAND • COCA-COLA REMAINS THE MOST RECOGNIZABLE—AND ONE OF THE MOST VALUABLE—BRANDS IN THE WORLD. GUIDED BY ITS 2020 VISION GOALS AROUND INNOVATION, FOCUS, AND CREATIVITY, COCA-COLA ACHIEVES IMPRESSIVE GLOBAL PRESENCE THROUGH STANDOUT AD CAMPAIGNS, BOLD DESIGN, DIGITAL SAVVY, AND A SIMPLE, UNIVERSALLY RELEVANT THEME THAT WEAVES THROUGHOUT THE BRAND’S COMMUNICATIONS: HAPPINESS. • COCA-COLA NOT ONLY EFFECTIVELY SPREAD ITS “OPEN HAPPINESS” MESSAGE IN MORE THAN 200 MARKETS AROUND THE WORLD, IT ALSO CREATED MOMENTS OF HAPPINESS THROUGH THE AWARDWINNING “SHARE A COKE” CAMPAIGN THAT PUTS CONSUMERS’ NAMES ON BOTTLES AND CANS, AND THE MADCAP COCA‑COLA ZERO “UNLOCK THE 007 IN YOU” STUNT THAT CROSSPROMOTED THE JAMES BOND SKYFALL MOVIE RELEASE • DURING THE PAST YEAR, MUCH OF ITS MARKETING FOCUSED ON THE GLOBAL, MUSIC-DRIVEN “MOVE TO THE BEAT” CAMPAIGN FOR THE LONDON OLYMPIC GAMES, • COCA-COLA’S INNOVATION PIPELINE ALSO EXTENDS TO ITS SUSTAINABILITY PLATFORM AND PACKAGING, PROMOTING HEALTHY LIVING, AND REINVENTING SELFSERVE BEVERAGE DISPENSERS WITH

MCDONALDS OVERVIEW ON INTERBRAND • DESPITE A YEAR OF CHANGE, THE GOLDEN ARCHES REMAINS HIGHLY RELEVANT TO 69 MILLION DAILY CONSUMERS THROUGH GREATER CHOICE AND LOCALIZATION, CONSISTENT GLOBAL BRAND EXPRESSION, AND CUSTOMER EXPERIENCE. • GROWING TO 34, 000 RESTAURANTS GLOBALLY, MCDONALD’S CONTINUES TO FOCUS ON ASIA, WHERE IT MUST FIND THE PRODUCT SWEET SPOT FOR CONSUMERS ACROSS THE REGION, A KEY TO SUCCESSFUL EXPANSION AND RELEVANCY IN THE MARKET. • WITH THE MODERN REDESIGN OF ITS LOCATIONS, MCDONALD’S REPOSITIONED ITSELF TO BROADEN ACCESSIBILITY OVERALL, STRETCHING INTO THE MORE UPSCALE QUICK-SERVICE RESTAURANT SPACE WHILE RETURNING TO ITS ORIGINAL PRICING STRATEGY OF EVERYDAY VALUE ALL AROUND THE WORLD, OFFERING A WIDE VARIETY OF MENU ITEMS AT LOWER PRICE POINTS

STARBUCKS OVERVIEW ON INTERBRAND • FOR A BRAND THAT’S SYNONYMOUS WITH COFFEE, STARBUCKS IS VENTURING WELL BEYOND ITS COFFEE SHOP MODEL. KEY INVESTMENTS THIS PAST YEAR INCLUDE A USD $100 MILLION ACQUISITION OF SAN FRANCISCO-BASED ARTISANAL BAKING CHAIN LA BOULANGE, AN ATTEMPT TO IMPROVE ITS FOOD OFFERING AND TAKE ON RIVALS ENCROACHING ON ITS COFFEE BUSINESS • THE BRAND ALSO PAID USD $620 MILLION FOR THE US-BASED TEAVANA CHAIN IN NOVEMBER 2012, EXPANDING ITS TEA LINEUP BEYOND ITS TAZO BRAND. • STARBUCKS ALSO SUCCESSFULLY LAUNCHED ITS K-CUP (KEURIG’S POPULAR SYSTEM) SINGLE-SERVE TEA AND COFFEE FOR THE AT-HOME MARKET IN A BID TO TAKE ON NESTLÉ’S NESPRESSO BRAND. • WHETHER THESE STRATEGIES WILL HAVE AN IMPACT OUTSIDE THE US REMAINS TO BE SEEN, ESPECIALLY GIVEN THE BRAND’S AMBITION TO GROW ITS STORE FOOTPRINT IN THE ASIA PACIFIC REGION. HAVING ADDED 516 NEW STORES IN ASIA PACIFIC IN THE PAST YEAR AND REVENUE UP 22 PERCENT, THE STRATEGY APPEARS TO BE PAYING OFF. • THE MOST CHECKED-IN BRAND IN THE WORLD ACCORDING TO FACEBOOK, STARBUCKS FANS ARE PARTICULARLY ENGAGED IN INDONESIA AND THE PHILIPPINES. IN THE HOT SEAT OVER CORPORATE TAXES IN THE UK, IT REMAINS TO BE SEEN WHETHER THIS WILL HAVE A LONG-TERM IMPACT ON THE BRAND.

GOOGLE OVERVIEW ON INTERBRAND • HOWEVER, THE YEAR HASN’T BEEN • IF GOOGLE’S STREAM OF PERFECT FOR THE COMPANY, WITH INNOVATION IS ANYTHING TO ANTI-TRUST QUESTIONS BEING RAISED GO BY, THERE’S CLEARLY IN THE US AND EUROPE, AND ITS SOMETHING IN THE WATER IN INVOLVEMENT IN THE PRISM SCANDAL MOUNTAIN VIEW, CALIFORNIA. FLYING IN THE FACE OF ITS “DON’T BE FROM MAKING NOISE FOR ITS EVIL” CORPORATE MOTTO SELF-DRIVING CARS TO TAKING ADVANTAGE OF • APPLE’S MAPS FUMBLE TO RELEASING THE STRAIGHTOUT-OF-STAR TREK GOOGLE GLASS, THE COMPANY ONCE DESCRIBED AS A SEARCH ENGINE HAS FOUND ITS VOICE AS A TRUE LEADER OF GOOGLE’S SEARCH ENGINE IS STILL OUTPERFORMING THOSE OF RIVALS YAHOO! AND MICROSOFT, AND EXPERIMENTAL FORAYS LIKE PROJECT LOON, WHICH AIMS TO DELIVER 3 G INTERNET TO REMOTE AREAS VIA SOLAR-POWERED BALLOONS IN THE STRATOSPHERE, CONTINUE TO REMIND US THAT GOOGLE IS MORE THAN A

10 Minute Break

Brand Management

STRATEGIC BRAND MANAGEMENT Position Brand Equity Brand Evaluate Marketing

1. ESTABLISH BRAND POSITION & VALUES POD Reference

2. BRAND MARKETING PROGRAMS Elements Activities Associations

3. PERFORMANCE MEASURE Brand Tracking Brand Audits Brand Equity

4. EQUITY GROWTH Brand Architecture Brand Expansion Brand Reinforcement

Commodity Branding

COMMODITY BRANDING BRIEF 1 -2 Commodity products are so basic that they cannot be differentiated On the basis of performance or physical attributes from one competitor or brand to another

WHAT DEFINES A COMMODITY Basic Performance Needs No Differences in Brands Perfect Substitution

SOME COMMODITY BRANDS HOWEVER DO SHOW BRAND SUCCESS

COMMODITY BRANDING STRATEGIES Brand The Company Not The Product Build an Emotional Connection Create a Customer Community Add Value Through Services

5 Minute Break

Location Branding

Building a Place Brand

Diverse Customer Segment • Multicultural • Live There vs Visitors • Businesses & Investors Locations Sell Experience • Expectations Differ • Themes are Key “Excitement” • Impacted by Weather & Location Every Place Has a History • Iconic Symbols and Sights • Do you Keep or Change Impression WHAT MAKES BRANDING PLACES UNIQUE

Who Are You What Defines You Where Are You How Do Others See You Who Do You Want to Be HOW IS A PLACE DEFINED

Identify Essence Define White Space Future Proof KEYS TO BUILDING A STRONG PLACE BRANDHTTP: //WWW. SUSTAINABLEBRANDS. COM/NEWS_AND_VIEWS/ARTICLES/ WHY-REBUILDING-CITIES-NEED-BUILD-THEIR-BRAND

Simon Sinek believes most corporations and people (and, I would venture, cities) have no trouble saying what they do, or how they do it. But very few can define why. This is due to the way we process information: the part of our brain that defines rational thoughts like what and how also happens to control our language. The part that controls deeper, emotional concepts like why isn’t wired for words. So we can easily verbalize rational thoughts, but are tongue-tied when someone asks us why we exist. Successful brands like Apple have cracked this code. They’ve created legions of fans not just because they create cool devices. Instead, they understand why they exist: to challenge the status quo (perfectly encapsulated in the ‘Mac vs PC’ commercials). And that why forms a bond with every tech user who doesn’t want to be perceived as a geek. So the first lesson to any city that wants to build its brand is to begin with some serious soul-searching. You need to define your why. HOW TO IDENTIFY THE ESSENCE OF A LOCATION BRANDHTTP: //WWW. SUSTAINABLEBRANDS. COM/NEWS_AND_VIEWS/ARTICLES/WHY-REBUILDINGCITIES-NEED-BUILD-THEIR-BRAND

History Culture Fun Sports Essence of Boston ?

Once you’ve defined your essence, you need to hold it up to a very critical filter. Can it claim it’s own white space? Natural Fit White space is the space in your target’s psyche that is unoccupied by other brands. Find it, and your brand sticks. Don’t find it, and you’re Hard to quickly forgotten. There are three key Copy questions to ask yourself to assess whether you’ve struck white space gold: Relevant HOW TO IDENTIFY THE “WHITE SPACE” BRANDHTTP: //WWW. SUSTAINABLEBRANDS. COM/NEWS_AND_VIEWS/ARTICLES/WHY-REBUILDINGCITIES-NEED-BUILD-THEIR-BRAND

Natural Fit Hard to Copy What factors make Boston unique From any other major city What do most people Associate with Boston Relevant What do most visitors and those who live here Care about DEFINE BOSTON’S “WHITE SPACE” BRANDHTTP: //WWW. SUSTAINABLEBRANDS. COM/NEWS_AND_VIEWS/ARTICLES/WHYREBUILDING-CITIES-NEED-BUILD-THEIR-BRAND

Our world is going through unprecendented change. Climate change, technological change, cultural change. Is your brand resilient enough to thrive in this environment? Although there are no guarantees, building the following 5 elements into your brand will give it a better than average chance of success. Sustainable Future Insight Social Media Innovation Visual Design HOW TO “FUTURE PROOF” YOUR LOCATION BRANDHTTP: //WWW. SUSTAINABLEBRANDS. COM/NEWS_AND_VIEWS/ARTICLES/WHY-REBUILDING-CITIESNEED-BUILD-THEIR-BRAND

Pick Boston Icon Famous Endorser Slogan Social Media Innovation Theme BUILD BOSTON’S NEW BRANDHTTP: //WWW. SUSTAINABLEBRANDS. COM/NEWS_AND_VIEWS/ARTICLES/WHY-REBUILDING-CITIESNEED-BUILD-THEIR-BRAND

Who Are You Outside Perception Changing Your Image • • • Communities People History and Architecture • Positive perceptions • Negative perceptions • What is true or false • • • Logo and Slogan Public Relations Integrated Communications Channel Brand Your City: A recipe for success By Jonathan Baltuch

• People • History and Architecture • Negative perceptions • What is true or false • • • Logo and Slogan Public Relations Integrated Communications

In 2006, Atlantic City and Las Vegas were the American capitals of casino, with AC pulling in over $5. 2 billion in revenue —a milestone for the resort town. Eight years later, the Jersey Shore city's intake has nearly been halved and debt continues to shutter casino hotels one, after another. Three casinos have already closed, including the iconic Showboat, shiny, two-yearold Revel, and the Atlantic Club, while Trump Plaza plans to hang its hat next week and Trump Taj Mahal just filed for bankruptcy. By 2017, Deutsche Bank predicts that there will only be six casinos left along the storied boards. The Riskiest Bet of All: Why Atlantic City Needs to Find Its Brand Posted by Corey Lewis on September 11, 2014 11: 01 AM Channel

Despite an ongoing travel campaign, "Do AC, " that launched in 2010— touting the shore town's family-friendly attractions beyond the casinos, and an infusion of new properties, restaurants and nightlife offerings—Atlantic City this year has seen some of its lowest levels of attendance Yet beyond competition, AC has a branding problem. In its attempts to become the mini-Las Vegas, some Atlantic City resorts have lost sight of their core demographic: gamblers. The Riskiest Bet of All: Why Atlantic City Needs to Find Its Brand Posted by Corey Lewis on September 11, 2014 11: 01 AM Channel

Much of it comes back to the Atlantic City Alliance's threeyear-old "Do AC" campaign that promised visitors anything and everything—an effort to position Atlantic City “beyond just gaming to attract more leisure tourism. ” But Do AC's message creates a conflict between Atlantic City's past and its future— only further diluting what might attract potential visitors to make the drive to the seaside city, especially as competing casinos pop up in their backyard. The Riskiest Bet of All: Why Atlantic City Needs to Find Its Brand Posted by Corey Lewis on September 11, 2014 11: 01 AM Channel