Depending on the size and age of your company and the market it competes in, it can be difficult to build and establish a strong, meaningful corporate brand. It’s hard to create perception, and almost twice as hard to change it, but one group is attempting to do just that, and they’re doing it on a very macro level.
Denyse Ferguson and Nicole Ball are Director and Marketing Director, respectively, of BrandHUB, a branding initiative geared toward changing the image not of a company, but of a whole city – Cincinnati, Ohio, to be specific. The effort is driven by the Cincinnati USA Regional Chamber, which champions economic development in the area, and aims to promote the city as a bastion of branding expertise.
“The term ‘BrandHUB’ is quite literal for us,” Ferguson says. “Cincinnati is home to 60,000 brand development professionals, and 40 percent of the top 100 most valuable global brands are tapping into that talent. Until now, the city has never been able to successfully pull these resources together to benefit local business and spur economic development of the region.