Branding Overview

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Branding Overview
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What is a Brand?

• its what people say, feel, and think about your
  product, service or company

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A brand is not...

• A trademark
• A mission statement
• A logo or slogan
• A product or service
• Advertising

Source 60 Minute Brand Strategist
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What are brand marketing messages?

• logo
• slogan
• advertisement
• typeface
• color pallette

Source 60 Minute Brand Strategist
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2009 Top Global Brands
Source Businessweek.com
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The Branding Process 3Ds
DISCOVER
Strengths Weaknesses
Messaging
Market
Promise Experience
Customers
Category Position
Name Logo
Social Media
Products Services
Design Systems
PR Events
Strategy
BRAND IDENTITY/ MANAGEMENT
BRAND EXPERIENCE
Tagline Personality Assets
Personal Interactions
Monitoring Measurement
Advertising
Print Materials
Training Adoption
DESIGN
DELIVER
Customers
Customers
Customers
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Case Study Boost
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NH Tourism Brand
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Brand Development Issues

• What are the experiences which CONSUMERS
  associate with our state?
• What are the rational and emotional responses of
  CONSUMERS who have visited our state to
  experiences they had here?
• What are the rational and emotional responses of
  CONSUMERS who have NOT visited our state?
• Are the responses of CONSUMERS who represent the
  most profitable visitors to our state?
• What are the differences in rational and
  emotional responses of CONSUMERS who represent
  the most profitable visitors to our state, and
  CONSUMERS who represent less profitable visitors
  to our state?

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What Your Brand Is...

• A promise - or set of expectations - that is
  shared by a majority of your targeted visitors
  and the spectrum of your corporate culture.

Source 2003, Gilstrap Study Potential for
Tourism
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Brand Marketing Messages

• The representations that help communicate the
  dimensions of your brand
• logo
• slogan
• images
• design elements
• color palette

Communicate personality, style, and often
promise
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NH Tourism Brand

• The Division of Travel Tourism is the steward
  of the New Hampshire tourism brand

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Brand Research

• New Hampshires brand is a collection of
  features, feelings, and experiences of people who
  visit
• Scenery/natural beauty
• Easy access to mountains
• Parks and forests
• Family-oriented activities and attractions

• Outdoor recreation
• Lakes/rivers
• Quaint towns/villages

Source 2003, Gilstrap Study Potential for
Tourism
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Brand Research

• Feelings - rational
• Valued for time an money
• High quality accommodations

Source 2003, Gilstrap Study Potential for
Tourism
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What Drives NH Tourism?

• The availability of experiences perceived as
  unique, and/or authentic
• Scenic splendors
• A large variety of outdoor recreation activities
• Lots of things to do...or not

Source 2003, Gilstrap Study Potential for
Tourism
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Lots of Things to Do....or Not

• The variety and availability of visitor
  experiences is so large that NHDTTD had to create
  10 different activity clusters to accommodate
  them all

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What is Gaming?

• Gaming is an attraction.

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Impact of Gaming on the Current New Hampshire
Tourism Brand?

• The New Hampshire Tourism Brand transcends a
  single category of attractions

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Impact of Gaming on the Current New Hampshire
Tourism Brand?

• Gaming would become one of many experiences
  available in New Hampshire
• The larger influence on the current New Hampshire
  Tourism Brand will be the collective spending of
  a bigger gaming industry and what promises they
  are making to consumers
• and...how those promises align with the current
  New Hampshire Tourism Brand

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Research

• Pre-gaming expansion study as baseline data
• Post-gaming expansion study - 1-2 years after the
  expansion

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Thank you!!!