Not all place brands are destinations. A case study presentation on the economy brand and strategy designed by Barrett and Welsh for the City of Brampton's Economic Development Office.

1. TD CANADA TRUST RESL 2013: SOUTH ASIAN CREATIVE/ MEDIA
© barrettandwelsh
Creating and managing Brampton’s Economic Brand
NOT ALL PLACE BRANDS ARE DESTINATIONS
gavin barrett > barrettandwelsh > june 27, 2013

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A COMPLEX REALITY
Multiple stakeholders, needs and objectives

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Sharon Wilcox
Bob Darling
Sohail Saeed
Cassandra Baccardax
Kelly Ballinger
Jennifer Vivian
Nancy Johnston
Andrea Thomson
Amanda Lemon
Denise McClure
Jeff Baines
Brian Stittle
Daniel Bishun
Dennis Cutajar
DOCUMENT REVIEW
SECONDARY RESEARCH
DISCOVERY: BRAND EQUITY ASSESSMENT AND ANALYSIS
INTERVIEWS: EDO
INTERVIEWS: BARAC
Peter VanSickle
Bob Peacock
Param Sidhu
Tony DePascal
Sham Jamal
Marnie Richards
Steve Shields
Councillor Gael Miles
Councillor Sandra
Hames
Mayor Susan Fennell
Brampton’s Economic Foundations - SWOT Analysis
Downtown Brampton HACE Creative Economy Action Plan
Brampton Guardian “Why Brampton” Contest Responses
SBEC Strategic Plan 2011 - 2015
Downtown Brampton Creative Economy Plan
Official City Plan 2006
Six Pillars Strategic Plan
City of Brampton EDO Social Media Strategy
Brampton in the Supply Chain presentation
Rose Theatre Patron Experience Survey
EDO Marketing Strategy 1999-2001, 2002-2004,
2006-2008, 2009-2011
EDO Strategy and Plan 2012
Economic Development & Communications Business Plan
Home for the Holidays - Contest Responses
Resident Attitudes Towards City of Brampton - 2007
Brampton Corporate Communications Handbook
Brampton Visual Identity Guide
Flower City Strategy and Administration Plan
Brampton Guardian
Brampton EDO Twitter feed
Mayor Susan Fennell FB Page
CatchTheSpiritBrampton.com
Workopolis Listings / Twitter feeds
TripAdvisor
StatsCanada
City of Brampton Website &
Information Portals
VISITS
Tours and site visits to key
Brampton EDO-related locations
Companies that recently chose not
to be in Brampton: to be completed
Primary Community Research -
recommended, not in mandate
ADDITIONAL RESEARCH
(Recommended)

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“cheap and run down”, “nothing to do”
blue collar, low income, high crime, not safe, high insurance,
community defending & apologizing for choosing Brampton
THERE IS A “DARK CLOUD” OVER THE BRAMPTON BRAND...
DISCOVERY AND GAP ANALYSIS

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THE SILVER LINING: THE COMMUNITY
“great place to raise a family”, “I love to live here”
“one of the best parks and recreation programs”
“small town feel”, “a strong heritage”
“great work ethic”, “hardworking”
“good neighbours, great neighbourhoods”
“raw energy”
DISCOVERY AND GAP ANALYSIS

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DISCOVERY AND GAP ANALYSIS
•9th largest city in Canada, 4th largest in Ontario
•Lowest median age (34.7 years), among the largest cities
•Average HHI of $93,961 (2011)
•Culturally, ethnically rich, vibrant and alive
•World Heath Organization International Safe Community
•FT Ranking 8th in Infrastructure
•Triple-A Credit Rating by Standard and Poors
•Sheridan Institute of Advanced Technology and Learning
•Algoma University
THE HARD FACTS: THE OUTLOOK IS BRIGHT

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What is
best about
Brampton?

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perception
Make positive realities
outstrip negative
perceptions.
Perception-reality disconnect.
messaging
Create positive brand
mythology to replace fuzzy
fictions and price of entry
functional stories.
Absence of a story.
opportunity
Leverage the right assets
better.
Use of non-differentiating assets.
Brampton’s positive realities had to outstrip negative perceptions.
But it could not do this by leveraging the typical — like most economies.
DISCOVERY AND GAP ANALYSIS

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Strategic Brand Foundation Strategic Objective
Brand ID
DevelopmentStrategic Approach

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CITY BRANDS
FRAMEWORK
PRESENCE
POTENTIAL
PULSE
PLACE
PEOPLE
PRINCIPAL
ELEMENTS
Perception of
economic and
educational
opportunities.
Does it seem easy to
find a job? Is it a good
place to do business or
pursue higher
education.
Perception of city life:
are there interesting
things to fill free time
with? Is it exciting and
are there new things to
discover?
City's international
status and standing +
the global familiarity/
knowledge of the city.
City's contribution to
global science, culture
and governance
Perception of
physical attributes:
climate, cleanliness,
architecture, parks.
Perception of
citizens:
are they warm and
welcoming, does it
feel safe, is it easy to
fit in in terms of
language and
culture.
Perception of city
basics: are they
satisfactory, affordable
and accommodating?
How good are the
schools, hospitals,
transportation and
sports facilities.

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PRESENCE
POTENTIAL
PULSE
PLACE
PEOPLE
PRINCIPAL
ELEMENTS
NEW YORK CITY
BILBAO
BRAMPTON (CITY)
DISCOVERY: BRAND EQUITY
ASSESSMENT AND ANALYSIS

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PRESENCE
POTENTIAL
PULSE
PLACE
PEOPLE
PRINCIPAL
ELEMENTS
Perception
of economic
opportunities.
Does it seem easy
to find a job?
Is it a good place
to do business?
Perception of city’s
economic life: are there
interesting businesses?
Is there a downtown
business core? Are they
new business events and
launches?
City's international
status and standing +
the global familiarity/
knowledge of the city.
City's place in global
economy.
Perception of physical
attributes: geography,
climate, cleanliness,
architecture, parks.
Perception of
community:
age, education,
competitiveness,
innovation, culture
of entrepreneurship
Perception of city’s
economic basics:
are they satisfactory,
affordable and
accommodating?
How good are the
regulatory
environment, financial
sector, transportation,
tax base, business
support?
EDO BRAND
FRAMEWORK

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PRESENCE
POTENTIAL
PULSE
PLACE
PEOPLE
PRINCIPAL
ELEMENTS
BRAMPTON EDO
“there are three
cities that
[franchisors] are not
interested in,
Richmond Hill,
Markham and
Brampton”
“excellent parks and rec”
“who would know”
Strategically located to access
GTA, Ontario and Canada,
Access to Pearson & CN
Intermodal, Availability of ICI
land, strong business support
“ghost town after 5”
blue collar, low income,
“hardworking”,
“excellent workers”

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PRESENCE
POTENTIAL
PULSE
PLACE
PEOPLE
PRINCIPAL
ELEMENTS
NEW YORK CITY
BILBAO
BRAMPTON (CITY)
?
DISCOVERY: BRAND EQUITY
ASSESSMENT AND ANALYSIS
BRAMPTON (ECONOMY)

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PRESENCE
POTENTIAL
PULSE
PLACE
PEOPLE
PRINCIPAL
ELEMENTS
Perception of
economic
opportunities.
Does it seem easy to
find a job? Is it a good
place to do business.
Perception of city’s
economic life: are there
interesting businesses?
Is there a downtown
business core? Are they
new business events
and launches?
City's international
status and standing +
the global familiarity/
knowledge of the city.
City's place in global
economy.
Perception of
physical attributes: geography,
climate, cleanliness,
architecture, parks.
Perception of
community:
age, education,
competitiveness,
innovation, culture of
entrepreneurship
Perception of city’s
economic basics: are
they satisfactory,
affordable and
accommodating?
How good are the
regulatory
environment, financial
sector, transportation,
tax base, business
support?
RECAP
BRAMPTON’S ECONOMIC
DEVELOPMENT BRAND

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New York:

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Paris:

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Toronto:

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Bilbao:

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Use our Guggenheim
to define our brand.

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But what’s our Guggenheim?

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What is best in Brampton?

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The spirit of Bramptonians.

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Our Guggenheim is... us!

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BRAND DEVELOPMENT
Our Guggenheim is Us Strategic Objective
Brand ID
DevelopmentStrategic Approach
Approved Strategic Brand Foundation

29. Our Guggenheim is Us.
Allows us to be rich in the most valuable of all resources - people.

30. Our Guggenheim is Us.
Catapults us into the next generation of globally competitive cities.

31. Our Guggenheim is Us.
Enables us to differentiate ourselves from every other city.

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BRAND DEVELOPMENT
Our Guggenheim is Us
Strategic Objective
Rebrand
and reposition
the Brampton
economic brand as
a forward-thinking,
creative, dynamic
catalyst for
business success
Brand ID
DevelopmentStrategic Approach
Approved Strategic Brand Foundation

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?
BRAND DEVELOPMENT
Our Guggenheim is Us
Strategic Brand Foundation Strategic Objective
Rebrand
and reposition
the Brampton
economic brand as
a forward-thinking,
creative, dynamic
catalyst for
business success
Unleash Brampton’s
most powerful,
yet underutilized asset
– the raw energy of its
human potential –
and leverage it
to build a mythology
for Brampton’s
economic brand
Strategic Approach Brand ID Development

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KEY PATHWAYS
Raw human energy
Growth catalyst
Boundless opportunity
Our Guggenheim is Us
Approved Strategic Brand Foundation Approved SMO
Rebrand
and reposition
the Brampton
economic brand as
a forward-thinking,
creative, dynamic
catalyst for
business success
Unleash Brampton’s
most powerful,
yet underutilized asset
– the raw energy of its
human potential –
and leverage it
to build a mythology
for Brampton’s
economic brand
Approved Strategic Approach Brand ID Development

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CREATING THE BRAND
identify this is who i am
differentiate remember me
signify like me

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opportunity
Leverage the right
assets better.
perception
Make positive
realities outstrip
negative
perceptions.
messaging
Create positive
brand mythology
to replace fuzzy
fictions and price of
entry functional
stories.
Perception-reality
disconnect.
Absence of
a story.
DISCOVERY AND GAP ANALYSIS: KEY LEARNINGS FOR BRAMPTON’S EDO
BRAND:
Use of
non-differentiating
assets.

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The story of Brampton...

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“Live, work, play”?
1.7 billion google search
results.
“Open for business”?
488 million.

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“Live, work, play”?
1.7 billion google search
results.
“Open for business”?
488 million.

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THE PRIMARY ELEMENTS OF BRAND IDENTITY
brand name
brand tag
brand logo
brand identity
VERBAL IDENTITY
VISUAL IDENTITY

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BETWEEN THE LINES: B...
BRAND IDENTITY 2
Meaning:
b... = brampton, brampton is more - a place that is more than the expected;
b... = be, be more, be a better, greater, fuller you;
b... = business, business that expands, connects, grows, is creative, opportunistic, looks for solutions, is filled with possibilities.
Rationalization: Invitation to exist in, move to and benefit from a place (Brampton) that offers a plethora of choices, a
liberating diversity of opportunity.
Intangibles: raw energy, essential, personal, “Be!”, human, expressive, invitational, imperative, creative, imaginative,
celebratory, a rallying cry, a call to action, unending, excitement, an appetite for life, constantly evolving, growing, no red tape,
liberty, a liberating environment , freedom!, alive, aspirational, inspiring, extraordinary, open, open-ended, open-minded,
potential unlocked unfolding, expanding, multi-faceted, inclusive, diverse, adaptable, flexible, connected, variegated, mosaic
Differentiation: fresh and unique as a city economic (and other) brand name both in the GTA and internationally
Negatives: ambiguous, unplanned, undefined, unknowns...

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Leadership buy in, civic pride, media buzz, a morale lift,
the halo effect, the disciple effect, celebration

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LET’S TALK...