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The November 16, 2009 online edition of Le Soleil, Quebec City’s daily newspaper, features an interview given by Philip Unger (in French) to Ian Bussières.
The mayor of Quebec City has hired a New York firm to rebrand the city, and Ian Bussières wanted to know why certain brands, specifically, city brands succeed and others fail. He asked about the I Love NY, the Las Vegas brands as successful brands, compared to Toronto Unlimited which was poorly received when it was launched few years ago.
The article was touches on the fact that the most successful brands are brands that resonate and connect with their stakeholders on an emotional level. How a brand is launched, how it is introduced to its key stakeholders is also critical to its success. The brand may not fail if it is not properly communicated, but it may not be successful either, just a neutral factor for that organization.
Below is a screen capture of the newspaper article (in French).
