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In the competitive global economy, as destinations compete for business like products compete for shelf space, they have adopted an approach that has served the consumer market well: branding. At metaphor we call it “inspiring brand communities.”
Many products have built loyal brand communities – creating a sense of security for their consumers – including the iPod, iPhone, Mini Cooper and Harley Davidson, as well as destinations like New York City (“I Love NY”) and Las Vegas (“What happens in Vegas stays in Vegas.”)
Branding, together with savvy marketing, provide a distinct advantage over competitors in the marketplace.
The team at metaphor takes great pride in helping regional destinations establish a sense of place and character, beginning with the creation of iRhine.com in 2000. iRhine.com became the first official voice for Cincinnati’s most diverse, and arguably most important, neighborhood.
Since then, metaphor’s consulting, branding and Web design capabilities have been tapped by a forward-thinking client base, including local and regional economic development entities.
In 2005 metaphor provided brand identity consultation to 3CDC – guided by a board of the CEOs and top officers of Cincinnati’s most powerful stakeholders – delivering a comprehensive Web site strategy and integration well received by this illustrious group.
For Cincinnati’s epicenter, our goal was to activate Fountain Square in a very graphic manner that suggests the many activities that take place there. So we created a logomark that is very fun and full of motion. This same method was employed in developing the Web site and collateral materials.
For the City of Blue Ash, metaphor’s work involved sophisticated consulting services including Brand Positioning, Brand Statement , Brand Research, Brand Mantra, Naming, Tagline Development, Brand Identity Design and System Development, Online Brand Renewal, Collateral Redesign and Creative Advertising Campaigns.
The Civic Brand Renewal effort included updating existing materials, development of new materials and focusing on the Web site – BlueAshAdvance.com – as the central tool for marketing and communications. The result was the “best in category” award by the International Economic Development Council for the 2007 IEDC Excellence in Economic Development Awards. In today’s instantaneous society, destination marketers often have but one chance to earn the attention of potential investors.
metaphor works to be a strategic ally to destinations by delivering brands that inspire loyal communities. 
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