place branding

Putting the 'LA' in Play, SoCal Students Seek to Rebrand Los Angeles

Posted by Catherine Straut on December 23, 2014 12:03 PM

Los Angeles has long been associated with beach-goers, blondes and Hollywood bombshells, but recently it's become a major hub for tech, advertising and media. To reflect the growth and change the conversation about the city's culture, students at Loyola Marymount University’s Institute of Marketing participated in a contest with the aim of rebranding LA, modernizing the city's image to reflect its evolution.

The judging panel included some of the ad industry’s big names, such as Eric Johnson, President and Founder of Ignited; Krizstina Holly, Entrepreneur-in-Residence for the LA Mayor’s Office; Jerry McGee EVP of 4A’s Western Region; and Angela Pih, Managing Partner at SelectNY. Students had 15 minutes to present their idea showcasing how the city offers "a unique place where businesses prosper due to a climate of creativity and innovation," according to the assignment prompt.

The winning group is "Team Santa Monica," comprised of students Natalie Alaverdian, Sabrin Budhrani, Nathan Poore and Nenah Bond. The four created Make Your Play, a website that includes a full promotional video as well as all brand communication assets—out of home, digital, experiential, media and more.Continue reading...

place branding

With Made in Brooklyn, Borough's Brand Stewards Battle Boredom

Posted by Mark J. Miller on October 14, 2014 05:05 PM

Brooklyn has been America’s hipster heaven for a few years now and its organic, locally-sourced shine that once lit up the globe has started to lose a tiny bit of its luster, just as Seattle, Austin, and Portland have before it. Part of the issue is that the Brooklyn name has become ubiquitous.

As the Wall Street Journal notes, a Paris restaurant was called “très Brooklyn” back in 2012 as a compliment but now the term is being used to compliment “men’s hats, socks, pedal bikes and McDonald’s hamburgers,” according to the restaurant’s chef, Braden Perkins.

Now Brooklyn's brand stewards are doing what they can to curtail international burnout on the borough.Continue reading...

place branding

The Riskiest Bet of All: Why Atlantic City Needs to Find Its Brand

Posted by Corey Lewis on September 11, 2014 11:01 AM

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, after another.

Three casinos have already closed, including the iconic Showboat, shiny, two-year-old 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.  

Competition; the economy; corrupt politicians; Superstorm Sandy—the finger of blame has been pointed at many, but what is really at the heart of Atlantic City's most recent struggle?Continue reading...

place branding

Rule-Breaker to Rule-Maker: Is NYC's Long List of Bans Ruining Its Brand?

Posted by Elisabeth Dick Oak on August 26, 2014 11:51 AM

NYC. Gotham. The Big Apple. New York City used to be the place to go a little crazy. It was a town of Whitman and Warhol. You could fly high or fall on your face. As they say, if you could make it there, you could make it anywhere.

Over the last decade, however, New York City’s brand has moved from being known as the “breaker of rules” to the “maker of rules,” and it’s starting to feel, well, a little tame.

Graffiti, and even scratchiti, is immediately scrubbed from subway cars. Tickets for jay walking have sky rocketed. The speed limit may soon decrease to 25 mph and New Yorkers’ favorite hangover cure, the so-called “bottomless brunch,” is now illegal.Continue reading...

chew on this

A Tip for "Restaurant Australia": Serve a Full Meal, and Don't Rush It

Posted by Sergio Brodsky on June 4, 2014 07:31 PM

Who hasn’t experienced a meal that looked better than it tasted? This is the case of Tourism Australia's multimillion-dollar “Restaurant Australia” campaign. Despite its beautiful imagery, music, and narrative—and my initial excitement at the concept as a resident foodie—the creative execution has left a bitter after-taste in my mind, if not my mouth.

Now that more of the campaign has rolled out, it seems that Tourism Australia lacks the appetite—or the ingredients and skills—for building a brand that could be a lot bigger than a single campaign. Three factors contributed to my indigestion (or should I say "adigestion"):Continue reading...

nation brands

Oz Marketing: Australia Pitches Itself as a Foodie Destination

Posted by Sergio Brodsky on May 19, 2014 06:22 PM

We Aussies know that our fair nation's tucker is more than "throwing another shrimp on the barbie," kangaroo meat and Pavlova—and now we've got the backing of the federal government to help spread the word overseas.

As promised last year, Tourism Australia is now rolling out its Restaurant Australia global marketing campaign, a $10 million AUD effort to help pitch our country as the food-lover's paradise we know it is.

As you might expect, the food-focused push promotes Australia’s great produce, local cuisine, and award-winning wine brands accompanied by spectacular locations inviting tourists to the “world’s largest restaurant.” Size is important but it’s not what really matters. When the Australia Trade Commission developed Brand Australia it used “Australia Unlimited” as its central nation-branding idea, which was too vague to define what the nation stands for. Food and wine, however, are proving to be a much more appetizing idea.Continue reading...

place branding

From New York to London to Berlin, the Race is on For City Dotbranding

Posted by Sheila Shayon on May 15, 2014 02:27 PM

New York City Mayor Bill de Blasio recently announced the first “sunrise” phase of the roll-out of the .nyc domain name prior to a full-scale public launch in October 2014. 

Part of a new class of generic top-level domains (gTLDs — although in this case they're also called geoTLDs) from the Internet Corporation for Assigned Names and Numbers (ICANN), the Big Apple is the first city in the U.S. with a top-level domain catering to local businesses, organizations and residents.

“The launch of the .nyc domain is one of the most anticipated arrivals for the city and the Internet at large,” stated Hizzoner. “There is no shortage of New Yorkers ready to claim their exclusive .nyc identities online, and this is their chance to reserve their piece of this city’s valuable digital real estate.”

Jessie Pressman, CEO of tech education startup Bite Size Learning, was one of those New Yorkers who seized the opportunity.

“Acquiring a .nyc domain is a chance to align Bite Size Learning's brand with NYC,” Pressman, recently featured in Crain's New York, told brandchannel. “As an emerging start-up the .nyc domain will lend credibility to our site while at the same time promoting our belief in supporting local business.”Continue reading...

web watch

Brand Watch: Kareem Abdul-Jabbar, Ted Striker Reprise Airplane! for Travel Wisconsin

Posted by Abe Sauer on March 5, 2014 10:02 AM

The Zucker brothers that directed the cult classic Airplane! grew up in Wisconsin. So it's no surprise that Travel Wisconsin recruited the pair for a new state tourism ad spoofing the spoof film, complete with Kareem Abdul-Jabbar and Ted Striker.

Jerry Zucker teamed with Green Bay Packers star Jordy Nelson last year for a spot spoofing the The Wizard of Oz. Check it out after the jump:Continue reading...

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