The Blake Project, the brand consultancy behind Branding Strategy Insider, delivers interactive brand education workshops and keynote speeches designed to align marketers on essential concepts in brand management and empower them to release the full potential of the brands they manage.
Mayor Jimmy Delshad (pictured above) announced this month that The City of Beverly Hills, California is launching its own line of perfumes as a first step in turning its trademarked shield logo into a brand. Click here for more details.
I think it is an interesting concept for a city to reinforce is most powerful positive associations by launching related products under its name and logo. If done properly, it could help reinforce what the city stands for and what makes it different. While this may not work for the majority of municipalities, I could see it working in a number of instances:
- Woodstock (NY) – tie-die clothing
- Lake Placid (NY) – winter sportswear or ski equipment
- Las Vegas (NV) – traveling shows
- New Orleans (LA) – Cajun foods
- Cambridge (MA) – study guides (similar to CliffsNotes) or college test preparation services
- Nashville (TN) – country music record label (some already exist)
- Kansas City (MO) – barbeque sauce (some already exist)
- Fargo (ND) – ice cream bars
- Scottsdale (AZ) – golf equipment
- Orlando (FL) – national theme park chain
- San Jose (CA) – national computer consulting franchise
- Aspen (CO) – upscale ski clothing
- Sedona (AZ) – New Age products
The trick would be to find products that reinforce the intended positive associations. For instance, while Fargo could license its name to ice cream bars, maybe it wants to leave that honor to International Falls, MN or some other extreme northern municipality. This could be a whole new line of branding – creating municipality brands under which nationally (or globally) distributed products and services are offered.
Can you think of any other municipality/product combinations that are ripe for brand licensing?
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