1. brandCOLORADOmade by Colorado, for ColoradoFall, 2013

2. My Professional Journey1987-1989market research1989-19931994-2008brand managerfounder and ceo 3. So, the next step is, logically...take a job in government. 4. Aaron KennedyChief Marketing Ocer 5. You either move FORWARD or get left BEHIND 6. Colorado Blueprint 1. Build a business-friendly environment 2. Retain, grow & recruit companies 3. Increase access to capitol 4.Create & market a stronger Colorado brand 5. Educate & train the workforce of the future 6. Cultivate innovation & technology 7. Mission Unite our state agencies and help Colorado become more competitive in the global marketplace for talent, trade and tourism. ! ! 8. Our Toolbox State Government has had two icons The gap has been filled with a logo hash Need a brand that is own-able and versatileFlagBrand?Seal 9. rose from two unproven principles.not relate to customers at specific service levels,A Fragmented brand = a weak brandgement. So some have created specific logos toomer need. Examples: We dont project a unified message! Current approach is inefficient 10. Three Stage Process Implement the brandMarket the brand123gntesiSDeD Oct 2012StraDiscoverygyCreate the brandDWe Are Here Aug 2013July 2014 11. DISCOVERY Traveled to all four corners of the state !Interviewed thousands !Engaged with hundreds of thousands 12. STRATEGY Build upon our greatest strength. Start with something indisputable. Add something distinctly appealing. 13. Build on StrengthsMost recognizable icons are the flag and license plate !Building on those strengths gives the brand immediate strength as well 14. Which state does this image make you think of?47%20% 13% 3%4%ArizonaWyoming5%7%California WashingtonVermontMontanaColorado*AYTM Survey of 250 across 10 states 15. Which destination does this image make you think of? 33%18% 14% 10%10%10%6% CharlotteCaliforniaColumbus Connecticut Cincinnati ColoradoChicago*AYTM Survey of 250 across 10 states 16. Start with Something Indisputable King of the mountains 17. Add Something Distinctly Appealing 18. Core PillarsVility taCo Ki lor ns ad hip od ere e Pow atur by N Epic Mountains Appreciation and Connection to Nature Natural ResourcesPride Community Loyalty Collaboration WelcomingEc Opponom ortu ic nity Strength and Perseverance Lifestyle of Health and Wellness Curious Just Do It Culture Independent Spirit Pioneering Resolve Resilience Tolerance & Openness Innovation Entrepreneurial Visionary Good Paying Jobs Business & Trade Friendly 19. Colorado Brand Positioning For vibrant, success-oriented people who want to live and grow in an inspiring place and be part of an inspired community, !Colorado is the state where you canLive the life you want. !Why? !Its our nature. (dual nature of people and place) 20. DESIGN 250 Applications !400 Nominations !12 Selected 21. Icon Appeal & Favorability 77%76% 54%77% 54%54%vs.CO LO R A D O Very or somewhat appealingVery or somewhat favorableLikely to seek info*Out of State Research 22. Our ToolboxFlagBrandSealFor all peopleFor authorized useEnforcement 23. State Brand Application Examples 24. By-Colorado Program 1. Help residents easily choose Colorado products = "buy" Colorado part. 2. Extend and build our reputation in the world. That's the "By" Colorado part 3. And, help Colorado companies borrow equity from a state with remarkable cachet.Reminiscent of elevation markers at peak summits 25. By Colorado Licensing Program Royalty Free Licensed Use 26. A Mutually Beneficial Cycle Economic GrowthMore JobsSTATE OF COLORADOAttract More TalentConsumers AwareCOMPANIESCompany GrowsBuy More CO 27. EARLY ADOPTERS STREAMING IN 28. Applications 29. Applications 30. Brand GuidelinesTHEBRAND GUIDELINES 31. Where were headed 32. Its our nature.A brand by Colorado for Colorado