DEVELOPMENT

Phase 1 - Spring/Summer 2010
• Situational analysis (review of existing plans and strategies)
• Communications/media audit
• One-on-one meetings and focus groups
• Consultant tours
• Community vision survey, including Stakeholder Vision Survey
• Assessment of competitive data
• Perception study
• Interactive web site (www.brandGlendale.com)
• Reputation assessment and comparison
• Resident and consumer profiles
• Creation of brand platform statement

Phase 2 - Late Summer/Early Fall 2010
• Development of brand concepts
• Development of options for bringing the brand to life
• Brand action recommendations (economic development, tourism, people, culture, etc.)
• Recommendations for brand leadership and management

IMPLEMENTATION

• Brand implementation and roll out
• Decision on brand ownership
• Marketing and implementation
• Annual branding check up

During implementation, brand advocates are exposed and trained in the finely tuned beliefs, behaviors and ways of a destination brand. Total commitment and support are critical. All levels of government, hospitality, economic development, and community service are brand spokespersons.