The importance of the Vermont brand. Patricia Moulton, Secretary Agency of Commerce and Community Development.

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Presentation transcript:

The importance of the Vermont brand. Patricia Moulton, Secretary Agency of Commerce and Community Development

Studies of our brand:  O’Neal Study in 2003:  Study of in and out of state visitors and businesses.  Image matched the identity.  “Beautiful, peaceful, natural, genuine, respectful of the environment, hardworking, friendly.”  Regional work  RSG Study in 2010:  Vacationer study of Canadian metro, NYC metro and Massachusetts  Profile of visitors.  Opportunities for Vermont Vacation Providers.  Ideas on how to market to which sectors. I.e. NYC metro looking for luxury; MA is looking for practical, outdoor weekend trips; Canadian looking for luxury in Canada and NE.

Our brand sells:  Glenn Ravdin has suggested Vermont products command a greater value in the marketplace %  Studies have shown Vermont connotes “clean, environmental, quality, pure.”  Many entrepreneurs came to Vermont initially as tourists.  Most Vermont companies that come here had some affinity for Vermont.  Vermont on the label means something.  It is why some folks want to put “Vermont” on the label.

Protecting the brand  Attorney General’s office:  Rule 120 prohibits the use of a company name containing the word "Vermont" to advertise or market a food product made outside of Vermont or containing non- Vermont primary ingredients, unless the product label clearly discloses its out-of- state connection.  Rule covers the use of Vermont in goods and services and is enforced by the Vermont Attorney General’s office  State of Vermont Brand: Chief Marketing Office.  The Chief Marketing Officer of Vermont oversees the brand identity for the State and its many departments  To ensure a consistent Vermont brand identity, a brand standards and style guide has been created and can found online at:

State of Vermont Brand:

But not everyone plays well in the sand box!

What can we do to protect the brand?  More authority to the CMO.  Continue to support our branding programs:  Vermont Life, Tourism and Marketing, Agency of Agriculture, Economic Development marketing.  Review the content law.  Strong enough? Catching the right folks?  Provide adequate resources to ensure quality.  Inspectors  Develop a branding and marketing program with appropriate resources.  A way to differentiate Vermont products and Vermont in the marketplace.  YOUR THOUGHTS?

THANK YOU!  PATRICIA MOULTON, SECRETARY  AGENCY OF COMMERCE AND COMMUNITY DEVELOPMENT 