Overview: Overarching Durham Brand

Process to Develop an Overarching Brand for Durham WHAT: In 2004, DCVB begins a periodic Durham (visitor-related economic development) brand review and assessment, which had been delayed by the aftermath of 9/11. The possibility of an overarching brand is raised in the 15-organization Durham Public Information and Communications Council. As the messenger most deeply involved in branding Durham, DCVB is first asked by the Council to explore specialists in “place” branding then asked to incorporate the possibility of an overarching brand into its periodic brand review.

Process to Develop an Overarching Brand for Durham HOW: A broad spectrum of interviews and focus groups with residents and external customers is led by a specialist in the process of “place” brands. The specialist reviews input from residents and external customers and existing and legacy Durham brands then makes recommendation that the existing brand, while at one time unique, has been copied by so many other communities that it is no longer as effective. Additional broad spectrum workshops and public meetings are conducted to hone in on values and personality traits distinct to Durham. A diverse Durham Brand Advisory Group comes together to aid the specialist in development of an overarching brand. The results of the workshops and interviews are tested in scientific, generalizable opinion surveys of all Durham residents.

Process to Develop an Overarching Brand for Durham HOW: Themes honed from resident input are further tested to see if they resonate nationally and regionally. The results confirm an overarching brand is a possibility. The tangible benefits, personality traits, values and experiential benefits of the Durham brand are further refined. The positioning statement, brand essence and reasons to believe are refined. The positioning statement and graphic elements to convey the brand are refined and tested nationally and by region. After refinement, a logo, tagline and positioning statement are tested statewide.

Process to Develop an Overarching Brand for Durham WHEN: Both the Durham Brand Advisory Group and the Tourism Development Authority, which funded the process on behalf of all messengers, authorize the brand, and sneak previews are provided to civic, business and university leaders and the 15-organization Durham Public Information and Communications Council. The new brand is soft-launched to begin the gradual process of permeation. DCVB begins to deploy the brand in all communications.

Roster of Durham Brand Advisory Group Members Newman AguiarNeighborhood Activist Bob AshleyNews Media Kathy BartlettArts Mayor Bill BellCity MaryAnn BlackDuke University Health System Ginny BowmanRetail John BurnessDuke University Carver Camp WeaverMarketing E'Vonne ColemanTourism Development Authority Ellen DagenhartHistoric Preservation Chuck DavisCultural Minnie Forte-BrownSchools/ Universities Rosalind Fuse-HallNCCU Tamara HeywardDevelopment Bob IngramBusiness/RTP Sylvia Le GoffRelocation Mike MartinoLodging/ Restaurants Beverly MeekPerforming Arts Richard MorganDowntown/ Developer/Retail Commissioner County Michael Page Steve SchewelPublic Schools Nick TennysonHome Builders Barry Van DemanMuseums Charles WattsBusiness/Corporate Carl WebbDowntown/ Developer Councilman Inter-Neighborhood Mike WoodardCouncil Douglas ZinnFoundations

Progress to Date — Rearticulating an Overarching Brand for Durham Core Elements for the Overarching Brand TANGIBLES: Durham’s physical and experiential elements. PERSONALITY: Character traits that shape how Durham expresses itself. BRAND VALUES: Values that Durham believes in and upholds. EMOTIONAL BENEFITS FROM THE DURHAM EXPERIENCE: Inherent emotional benefits that Durham’s external customers will feel. CORE STRENGTHS: Strengths that capture Durham’s Character. Durham Brand Promise DURHAM POSITIONING STATEMENT: How Durham wants to be perceived. BRAND ESSENCE: The shorthand that captures Durham’s indispensable heart or DNA. DURHAM’S COMMITMENT: Enabling Durham to deliver on its promise. REASONS TO BELIEVE: Evidence that the promise and benefit claims are credible.

Signature Elements of the Durham Brand

Applications

Tagline Variations Where great learning happens Where great innovation happens Where great things happen Where great dance happens Where great sports happen Where great art happens Where great research happens Where great meetings happen Where great shopping happens Where great dining happens

Applications