Developing a Brand Name for New England

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Developing a Brand Name for New England

• Lynn Browne

Senior Vice President Federal Reserve Bank of
Boston
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• Mike Reopel of Deloitte Consulting
• New England does not offer potential investors a
  clear positive message
• Little marketing compared to competitor regions
• Region should develop and market its brand
• An easy fix

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• Mike continued
• New England states should work together
• Greater impact
• Region is more marketable than individual states
  and cities
• Bostons dynamism and culture complemented by
  recreational opportunities and lower costs
  elsewhere

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• Audience comments
• Massachusetts has a brand state is a difficult
  place to do business
• We need a positive theme that drives action
• Example Singapore as talent hub

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• What to do?
• Develop a positive message
• True
• Meaningful
• Brandable
• Market message aggressively
• Both governments and business
• Act to reinforce our message

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• What to do?
• Attack our negative image
• Fix problems
• Dispel inaccuracies
• Say less about things beyond our control
• Can we be more courteous/welcoming?
• Smiley face was invented by Harvey Ball of
  Worcester

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• Elements of a positive regional message
• Innovative, entrepreneurial culture
• Sophisticated professional workers firms
• Magnificent research teaching institutions
• Abundant recreational cultural opportunities
• History everywhere

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• New England states already have a common website
  Team New England
• Marketing tag lines
• Massachusetts Its All Here
• You Belong in Connecticut
• Blue Sky Rhode Island Think Big, Start Small,
  Scale Fast
• Think Vermont

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• Could we
• Convey a more substantive message?
• Be clearly linked to our region?

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• What next?
• Form a task force to work on a regional brand
  and a marketing strategy
• Send ideas and suggestions to
• Susan Asci, New England Council
• Lynn Browne, Federal Reserve Bank of Boston

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January 11, 2006