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O o o In um] (Illdlf 5Hg’fc3t’xfx the (lily of Harm loo lacks a mhesue ldé’llfll)’ - s s s . y, . , V t _> . ”A“ H- Bit Imus [Anson they don't feel they have a very clear line of of Waterloo at an international level. people She also warns cities of the dangers of too l Chronicle 51421 W; ‘4 sight to that." said Amanda Downey. a mem- just don't know about it.“ Mulaosmanovic much branding, Old quarters are becoming ‘ her of the research team from Laurier. said. gentrified: dive bars are being replaced by arts is the City of love Everyone “loves" Their report defined a brand as “as per- Moreover. stakeholders felt Kitchener Starbucks coffee shops There's a big differ- PNew York City What happens in Vegas son's gut feeling about your product. your was asserting itself as an innovation and enoe between programmed authenticity and ‘ stays inVegas services or your organization as a whole. It is entrepreneurship leader, and that Waterloo the true soul of a city, she wrote. , Branding can shape the p(’tL’(‘pll(tn of a the emotional and psychological relation- tended to focus on its past achievements “in the end, the most imponant metrics ‘ l ll\ and influence the type of people who ship you have With your customers.” Even the city's logo with the so-called in city branding are increases in property . ll\'t'. work and plan there But what comes to Some councillors questioned the need “flying W" was called tired and old looking. values and tourist spending,” she argues. ‘ mind when you think about the (iii) of forsuch a re-branding exercise, and one respondent said it more closely “Yet these are not necessarily good for city win-non? is it the city's two universities or “Change for the sake of change is not resembled the logo of a utility company dwellers. especially rental tenants and peo- t oin-sioga College t ampus? the insurani i- always right." said (bun. Mark Whaley. who than a city. pie who depend on public services that \t‘t tor? llighii-th stamips and Blacktiem’ recalled the last time the my engaged in a Most didn't recognize the impor- may be underfunded while municiA Or does nothingt time to mind at all? brand audit in 2008 and said they came up tance ofthe yellow and black colours pal budgets are diverted to tourist these are questions t ll\ shill and toiin Willi nothing the city uses in its logos. and the link attractions" 1 tllors .Ift‘ grappling with after .i brand audit "I'll be hard to convtntc " to the 80an family who (Soon, Diane Freeman tHHllllt ted bx sun students troni \\illrid (nun llrtan Bourke asked used them as the race even wondered if the city [mitt-r lin]\t‘t\ll\ «other fills \t'.” loiiiid Whit h «tin-s have siit ct-ssfulh colours fortheir horses should be considered a brand " i-1 Mi ol\\.itt'rlntt Lithsd I tillt'\|\t'llfilllll branded tht-inst-lies rut-nib to \Vhile branding has at all. illt'\ tilllll‘ to that tom litsioii .iltvi W ht'lp standout from tin-rest emerged as the new rate "I'm struggling with how tin- \ ll n mu .' . smut "In a lot ol brim-en t ttit-s wing for \‘alll- we sell this to citizens.” sht- militi i« rtmt' iii l‘lsx ‘HE C‘TY oF . tttlllllllllllllt" tt able tourist and InHWlnlt'nl said. highlighting the fact the l‘ .- t ll‘. imp lli' lllllll does not \t't'lli dollars there has been Cityiust wrapped upafourr w .‘\l=‘i‘\s «new w tillll to with " llt‘ some tflltt tsnt oi )ear strategic plan t‘lt'l'1l‘tllilltll\l"'l"'~l'i said \\ tit-ti rm t-nt branding that will guide the tiltt'r~ and ill it'lt'llllt t Dotson suggested the ( in til .itti-tnpts by ('ll|('\ to city's decision lnilk' \\li.it we \I‘ tll\t iilt'tt‘tl \ll\\l\\4lllKil had just undergone .i stittt'sshil stand out among the inginto 2018‘ I\ that lhwt ll\ ot hatrrloo .it this point In branding ext-rt I\(‘. Bourke was not swayed crowd 'Spending more lllllt‘ does not how .I ltlllt'\I\t‘ bmndf said "\iississaiig.i is .i place | ("WP through to In .i 20 I 4 column money on this is a huge ld\ll\ll\ \hiltiusiimnotu .it it lll\ mum ll gosomvnhi-tt' else,” he said published in the British struggle for me.‘ Freeman met-tum lilsl \1oiid.i\ night to dist iiss the lllt'rt‘ is some legitiiiiai') to Bonnie‘s (on newspaper The Guardian. said. audit ‘\\h.it (ltws that tntuitt‘ [he t ll\ does terns \sllll’ from mator sttttess stories llkt' Sharon [tikin - a professor of (bun. Melissa Dune“ said the not lt.t\t‘ ti hi.mil ih.it has thi- \.llllt' IMP-ill \i-n Yotkt in his Vegas, Pains and london. sociology from Brooklyn (Lollege and city should try to replicate some of the Hi); liti‘ ‘ulllll' Minus lot all tts snikvhold t itivs haw struggled to \tlt t i-sshilh brand the (LUNY (.raduate (k-ntrc who specialties successofone ofthe world's biggest brands it“ themselves to thi- test of the world in urban «wining and consumer culture ~ ”No matter where you are in the world llii-ii lt‘\t'tllt it lltllDll \ltlht‘llttltlt‘l s \i t outing to .i in war illlle\l\ of plate wrote “tompetttion betwixt-en titles acceler everyone knows what (loca-(Tola is Part of \ lt‘l‘t'tl the t it\ tt\ dot-tsi' iiiirlltgi'n' itlltl branding t iiitipilt-d In ioiisulting firth kbc’W aim the need for image making so that no this process that we're doing is when U)“ llilt|)\.lll\4‘ and ”11"» lllltlt'lsltititl its trolls tux mi pvt ll‘lll ol pltii c brands tailed Within .i it“ “in ever Win." hold tip the flying W' in the world. do two in tlfllll llllllfttl iiiiitiiiiiiim lilttl git-u Iltl'i ti \t'tlt oi ltllllll hing along with the ntuitli lbe disctpline of t in branding was born pie knowthat meansWaterloo?" she said i .ll o! int tlI‘ tho loo Wilt H'sttll’lllN but V3 million \pl‘lil on 11‘ branding in the I‘lels. /.iikin said. led by the nowrmlar “What I've learned front this proim '.\ we llii‘tt's Illllt' I Linn tit oh.” \\itlt‘l|tttt \llHt‘s “an-dim Region has long been kiiimii .is moiis “I tllvartt NewYork' slogan need todosonie work here." ‘ to he tit ih. lllllllt‘ Ill" \iht oti \.illi-\ oi thi- north, but “title the "lh the PM, t'veryrity wantedto belike (lit) staff mil be requesting Milli“) for " \ltlkt‘llltllll‘l\ mint in limo l‘lltll the Hunt-ism "'\‘(I'“'l(ukl."(1l‘ll.(kH‘lrr\ do New York to be seen, in other wordy as Jillh to tompIt-te the next steps of the 1 (l'l l\ innit; to in ( iitnpltsh .Illtl “lit” it l‘~ ltllf\ some global fl‘VIllilllt t' and H't tight iii-an safe and open lot business" liikin branding exertist', whit it Will build oil the t hiskt'll will .ind what its obit-i tints tlft' Alllll tion when people are asked about diet It\ wrote findingsofthe [dimer sloth l M t "utmost Dims» - l'JRhlluRf - Di: on - Fromm. - Ma" - 'AF'.‘ wMtt ~ thtkh -1 you it as - CAthts - Pillows - UGHYING - CtOCKs ‘ ‘, ' ,ttr ‘ 3 v Ala ~ ',‘ t SUMMER SALE 31000 In ’~" ”We V” ' Run Attlkll‘u ‘ UP 10 ‘ ran- M W flavor gm.“ i 307: MmW-mm 6 5(Ix%n 428 “1.: a t t ] Tali-dug “immuneâ€"one: ‘ it » k 0 ‘ Mnuvmâ€"umn visit ,s (1!“ i‘,’ 3’1 (”H 0' '~' 1% o l wd‘h'g'sm ‘ 'tu'dtipntv (on Di‘l‘t"' ”m . 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