Branding Overview

2. Branding Overview

4. What is a Brand? • it’s what people say, feel, and think about your product, service or company

5. A brand is not... • A trademark • A mission statement • A logo or slogan • A product or service • Advertising Source: 60 Minute Brand Strategist

6. What are brand marketing messages? • logo • slogan • advertisement • typeface • color pallette Source: 60 Minute Brand Strategist

7. 2009 Top Global Brands Source: Businessweek.com

8. BRAND STRATEGY The Branding Process: 3D’s DISCOVER Strengths & Weaknesses Messaging Market Promise & Experience Customers Category & Position Name Logo Social Media Products & Services Design Systems PR & Events Strategy BRAND IDENTITY/ MANAGEMENT BRAND EXPERIENCE Tagline Personality Assets Personal Interactions Monitoring & Measurement Advertising Print Materials Training & Adoption DESIGN DELIVER Customers Customers Customers

9. Case Study: Boost

10. NH Tourism Brand

11. Brand Development Issues • What are the experiences which CONSUMERS associate with our state? • What are the rational and emotional responses of CONSUMERS who have visited our state to experiences they had here? • What are the rational and emotional responses of CONSUMERS who have NOT visited our state? • Are the responses of CONSUMERS who represent the most profitable visitors to our state? • What are the differences in rational and emotional responses of CONSUMERS who represent the most profitable visitors to our state, and CONSUMERS who represent less profitable visitors to our state?

12. What Your Brand Is... • A promise - or set of expectations - that is shared by a majority of your targeted visitors and the spectrum of your corporate culture. Source: 2003, Gilstrap Study “Potential for Tourism”

13. Brand Marketing Messages • The representations that help communicate the dimensions of your brand • logo • slogan • images • design elements • color palette Communicate personality, style, and often “promise”

14. NH Tourism Brand • The Division of Travel & Tourism is the steward of the New Hampshire tourism brand

15. Brand Research • New Hampshire’s brand is a collection of features, feelings, and experiences of people who visit: • Scenery/natural beauty • Easy access to mountains • Parks and forests • Family-oriented activities and attractions • Outdoor recreation • Lakes/rivers • Quaint towns/villages Source: 2003, Gilstrap Study “Potential for Tourism”

16. Brand Research • Feelings - rational • Valued for time an money • High quality accommodations Source: 2003, Gilstrap Study “Potential for Tourism”

17. What Drives NH Tourism? • The availability of experiences perceived as unique, and/or authentic • Scenic splendors • A large variety of outdoor recreation activities • Lots of things to do...or not Source: 2003, Gilstrap Study “Potential for Tourism”

18. Lots of Things to Do....or Not • The variety and availability of visitor experiences is so large that NHDTTD had to create 10 different activity clusters to accommodate them all

19. What is Gaming? • Gaming is an attraction.

20. Impact of Gaming on the Current New Hampshire Tourism Brand? • The New Hampshire Tourism Brand transcends a single category of attractions

21. Impact of Gaming on the Current New Hampshire Tourism Brand? • Gaming would become one of many experiences available in New Hampshire • The larger influence on the current New Hampshire Tourism Brand will be the collective spending of a bigger gaming industry and what “promises” they are making to consumers • and...how those promises align with the current New Hampshire Tourism Brand

22. Research • Pre-gaming expansion study as baseline data • Post-gaming expansion study - 1-2 years after the expansion

23. Thank you!!!