North Star CEO Leads Alliance for Innovation Webinar on Business Branding

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Noted community branding expert Don McEachern, President and CEO of North Star Destination Strategies, will lead a webinar on economic development branding on Sept. 27th at 1:00 ET in conjunction with the Alliance for Innovation, an organization dedicated to helping its members transform local government and advance community excellence through the discovery and application of leading ideas and practices.

Not all government leaders are fans of branding. But even the most reluctant marketers are learning that when the 'talk is right on the street'; all other efforts to increase the fiscal vitality of the city will be significantly more effective.

Noted community branding expert Don McEachern, President and CEO of North Star Destination Strategies, will lead a webinar on economic development branding on Sept. 27th at 1:00 ET in conjunction with the Alliance for Innovation, an organization dedicated to helping its members transform local government and advance community excellence through the discovery and application of leading ideas and practices.

According to Tracy Miller, Florida Regional Director for the Alliance for Innovation, economic development branding is one of the greatest areas of interest for ED organizations this year. More than 40 communities have already signed on for the webinar.

McEachern agrees, noting, “Not all government leaders are fans of branding. But even the most reluctant marketers are learning that when the “talk is right on the street”; all other efforts to increase the fiscal vitality of the city will be significantly more effective.”

During this Alliance for Innovation webinar, McEachern will be joined by leaders in tourism, city government and economic development representing several municipalities who successfully “branded their communities”. Panelists include Lynn Lucas, Executive Director of the Columbus, IN CVB; Tony Kaai, Director of the Denison, TX Development Alliance; and Erin Bryce, Community Outreach Manager from North Port, Florida. (Columbus was just named the #1 MSA for Economic and Job Growth by Area Development Magazine.)

In addition to the fundamentals of branding, McEachern’s webinar will focus on how every city has a reputation or brand . . . what people say about them when they’re not around. And some of the most influential talk comes from a city’s citizens. “That ‘talk on the street’ can be positive or negative, well-defined or nebulous. It can be right or wrong, planned or unplanned, understood or mysterious. “Regardless of whether you planned it, want it or are even aware of it, your city does have some sort of existing reputation that is either working for or against its fiscal vitality.”

Community branding is the process of bringing a community’s existing reputation into line with its most distinct and relevant asset. At its most effective, community branding is an important part of a new model for how cities should be run in the future: it is the glue that binds together a range of different tools that until now have only produced a fraction of their potential effect because they have been operating in a fragmented and inefficient way.

North Star is a full-service marketing agency. Having worked with more than 150 communities in 38 states nationwide, North Star is considered an industry leader in the field of community, economic development and destination research and branding. North Star is currently working with the state of Florida on the research and strategy for its state business brand.

To learn more about this Alliance for Innovation webinar, please contact Tracy Miller at tmiller(at)transformgov(dot)org.

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