Branding Kentucky

Branding Kentucky Kentucky Unbridled Spirit Case Study

The Kentucky Opportunity One state. One vision. One brand.

Brand Brand: “a name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from the competition .“ - American Marketing Association

Tufts University Research "A brand’s purpose is two-fold: One, it serves as a major tool to create product differentiation; and Two, it represents a promise of value. From a consumer’s viewpoint, a brand is – above all – a shortcut to a purchasing decision.“ - State Branding in the 21st Century

State Research INDIANA The crossroads of America Enjoy Indiana BE IN A STATE OF PROGRESS The Hoosier State IOWA Our liberties we prize and our rights we will maintain Come Be Our Guest Smart Idea The Hawkeye State KANSAS To the stars by hard ways Simply Wonderful The Sunflower State KENTUCKY United we stand, divided we fall It's That Friendly The Bluegrass State LOUISIANA Union, justice, and confidence Come as You Are. Leave Different The Pelican State

Research – What Others Think ,[object Object],[object Object],[object Object],[object Object]

Research Told Us ,[object Object],[object Object]

Creative Development Process ,[object Object],[object Object],[object Object],[object Object],[object Object]

Kentucky – Original Brand Options

Sought Audience Buy-In ,[object Object],[object Object],[object Object]

Sought Media Buy-in “… (Governor Fletcher) is not just asking citizens to pick an image and message that represent the commonwealth. He's asking them to come to terms with what Kentucky has been and what it can be…” - Kentucky Enquirer

Kentucky Unbridled Spirit ,[object Object]

All State Government Web Sites

Tourism Website Development is underway on www.kentuckygreatoutdoors.com

Enlisting Cities and Counties:

Endorsements ,[object Object],[object Object]

Enlisting Tourism Organizations

Endorsement- Editor Rita Dukes ,[object Object],[object Object]

More to Come! ,[object Object],[object Object],[object Object]

Telling Our Story to the World

Merchandise Component ,[object Object],[object Object],[object Object],[object Object]

Results ,[object Object],[object Object],[object Object]

Branding Research: ,[object Object],[object Object],[object Object]

Results ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

For further information: ,[object Object],[object Object],[object Object],[object Object]

Branding Kentucky

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