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 Santa Monica Brand Development
By Gary C. Sherwin, President
Believable Brands
Coca Cola is certainly considered one of these, as is Hallmark Cards and so is Santa Monica. What could all these diverse products possibly share in common? They are all considered genuine brands.
Yes, as strange as it sounds, a city can be considered a brand much like a greeting card. Last year, Santa Monica Convention & Visitors Bureau (SMCVB) embarked upon a visionary brand developmenteffort that would enhance its marketing programs and pull the entire community together in selling a unified visitor product. This year, it is strengthening the initiative.
But while it is one of the most talked about buzzwords right now in business circles, the term "brand" is also perhaps one of the most misunderstood. Many view it as simply a new tagline, logo or fresh ad campaign.
In truth, a brand is more profound.
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