1
“Spokane” our place brand
2
objective Create economic opportunity and commercial advantage by having greater Spokane be better known, understood and different.
3
brand a promise of value and difference
4
research > strategy > expression
5
inclusive, comprehensive process
300+ stakeholders
Brand Council (14)
Spokane Sports Commission (23)
Spokane Valley (9)
Attractions/Restaurants/Hoteliers (17)
Arts Fund/Arts Commission (17)
Visit Spokane Board
West Plains Chamber (5)
University Stakeholders (10)
Downtown Spokane Partnership (15)
GSI (14)
169 Respondents Online Survey
Brand Council & GSI Meetings
Metropolitan Markets Vancouver, BC Calgary, AB Seattle, WA Portland, OR
Regional Markets Boise, ID Missoula, MT Okanagan Region
Rural WA, OR, ID and MT
Out of Market Tahoe, CA Reno, NV Phoenix, AZ
963 consumers
28 meeting planners
identity image - consumer image - commercial
17
our brand values
mightynessEnterprise, Ambition, Creativity, Productivity, Entrepreneurship
Power or ability to do or accomplish; capacity.
naturalnessEnvironment, Balance, Authenticity, Serenity, Enjoyment, Seasonality, Water
Based on the state of things in nature; constituted by nature.
simplicityAccessibility, Easiness, Scalability, Convenience, Walkability, Efficiency
Freedom from complexity. Easy to understand, deal with, use.
graciousnessFriendly, Hospitable, Celebratory, Accommodating, Welcoming
Characterized by good taste, comfort, ease. Pleasantly kind.
versatilityIndustry, Commerce, Hospitality, Recreation, Education
Capable/adept at turning easily from one to another of various tasks, fields of endeavor. A synthesis of ideas, interests or resources.
engagementCollaboration, Committed, Generosity
To occupy the attention or efforts of, to bind, as by pledge, promise.
18
our brand personality
fitsocialspiritedboldvervepure
19
capital of the intermountain
northwestSpokane is the vibrant metropolitan center serving
as the cultural, economic, educational and social hub
of the Intermountain Northwest. Our community of
get-it-done dreamers have co-created an urban core
distinguished for [its inventive and ambitious events,
a host for inspired restaurateurs, micro-breweries
and wine-makers, and a home for educators and
curious minds.] Spokane is the hassle-free antidote
to the friction in modern living. Our accessible city
experience – punctuated by an urban river gorge –
couples civility, livability and simplicity, for highest
possible rate of reward in life.
24
Adopt customer-centered strategy.
Give up something – to get something.
Help organize & activate strategy.
Respectfully push each other.
Co-branding in design & messaging.
‘Spokane’
adopt
unify
advocate
nagging rights
affiliate
Top Related