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“Spokane” our place brand

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objective Create economic opportunity and commercial advantage by having greater Spokane be better known, understood and different.

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brand a promise of value and difference

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research > strategy > expression

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inclusive, comprehensive process

300+ stakeholders

Brand Council (14)

Spokane Sports Commission (23)

Spokane Valley (9)

Attractions/Restaurants/Hoteliers (17)

Arts Fund/Arts Commission (17)

Visit Spokane Board

West Plains Chamber (5)

University Stakeholders (10)

Downtown Spokane Partnership (15)

GSI (14)

169 Respondents Online Survey

Brand Council & GSI Meetings

Metropolitan Markets Vancouver, BC Calgary, AB Seattle, WA Portland, OR

Regional Markets Boise, ID Missoula, MT Okanagan Region

Rural WA, OR, ID and MT

Out of Market Tahoe, CA Reno, NV Phoenix, AZ

963 consumers

28 meeting planners

identity image - consumer image - commercial

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our brand values

mightynessEnterprise, Ambition, Creativity, Productivity, Entrepreneurship

Power or ability to do or accomplish; capacity.

naturalnessEnvironment, Balance, Authenticity, Serenity, Enjoyment, Seasonality, Water

Based on the state of things in nature; constituted by nature.

simplicityAccessibility, Easiness, Scalability, Convenience, Walkability, Efficiency

Freedom from complexity. Easy to understand, deal with, use.

graciousnessFriendly, Hospitable, Celebratory, Accommodating, Welcoming

Characterized by good taste, comfort, ease. Pleasantly kind.

versatilityIndustry, Commerce, Hospitality, Recreation, Education

Capable/adept at turning easily from one to another of various tasks, fields of endeavor. A synthesis of ideas, interests or resources.

engagementCollaboration, Committed, Generosity

To occupy the attention or efforts of, to bind, as by pledge, promise.

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our brand personality

fitsocialspiritedboldvervepure

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capital of the intermountain

northwestSpokane is the vibrant metropolitan center serving

as the cultural, economic, educational and social hub

of the Intermountain Northwest. Our community of

get-it-done dreamers have co-created an urban core

distinguished for [its inventive and ambitious events,

a host for inspired restaurateurs, micro-breweries

and wine-makers, and a home for educators and

curious minds.] Spokane is the hassle-free antidote

to the friction in modern living. Our accessible city

experience – punctuated by an urban river gorge –

couples civility, livability and simplicity, for highest

possible rate of reward in life.

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Adopt customer-centered strategy.

Give up something – to get something.

Help organize & activate strategy.

Respectfully push each other.

Co-branding in design & messaging.

‘Spokane’

adopt

unify

advocate

nagging rights

affiliate