Commission to Study Gaming in NHBranding Overview

Branding Overview

What is a Brand?

•it’s what people say, feel, and think about your product, service or company

•A trademark

•A mission statement

•A logo or slogan

•A product or service

•Advertising

A brand is not...

Source: 60 Minute Brand Strategist

• logo

• slogan

•advertisement

• typeface

•color pallette

What are brand marketing messages?

Source: 60 Minute Brand Strategist

2009 Top Global Brands

Source: Businessweek.com

The Branding Process: 3D’s

Messaging

Promise & Experience

Strengths &Weaknesses

BRAND STRATEGY

Category &Position

Market

Customers

PersonalInteractions

Products & Services

Social Media

PrintMaterials

PR & Events

Advertising

BRANDEXPERIENCE

Monitoring &Measurement

BRAND IDENTITY/

MANAGEMENT

NameLogo

Training & Adoption

DesignSystems

TaglinePersonality

Assets

Strategy

DISCOVER

DESIGNDELIVER

Case Study: Boost

NH Tourism Brand

Brand Development Issues

• What are the experiences which CONSUMERS associate with our state?

• What are the rational and emotional responses of CONSUMERS who have visited our state to experiences they had here?

• What are the rational and emotional responses of CONSUMERS who have NOT visited our state?

• Are the responses of CONSUMERS who represent the most profitable visitors to our state?

• What are the differences in rational and emotional responses of CONSUMERS who represent the most profitable visitors to our state, and CONSUMERS who represent less profitable visitors to our state?

What Your Brand Is...

•A promise - or set of expectations - that is shared by a majority of your targeted visitors and the spectrum of your corporate culture.

Source: 2003, Gilstrap Study “Potential for Tourism”

Brand Marketing Messages

•The representations that help communicate the dimensions of your brand

• logo

• slogan

• images

•design elements

•color palette

Communicate personality,

style, and often “promise”

NH Tourism Brand

•The Division of Travel & Tourism is the steward of the New Hampshire tourism brand

Brand Research

•New Hampshire’s brand is a collection of features, feelings, and experiences of people who visit:

•Scenery/natural beauty

•Easy access to mountains

•Parks and forests

•Family-oriented activities and attractions

•Outdoor recreation

•Lakes/rivers

•Quaint towns/villages

Source: 2003, Gilstrap Study “Potential for Tourism”

Brand Research

•Feelings - rational

•Valued for time an money

•High quality accommodations

Source: 2003, Gilstrap Study “Potential for Tourism”

What Drives NH Tourism?

•The availability of experiences perceived as unique, and/or authentic

•Scenic splendors

•A large variety of outdoor recreation activities

•Lots of things to do...or not

Source: 2003, Gilstrap Study “Potential for Tourism”

Lots of Things to Do....or Not

•The variety and availability of visitor experiences is so large that NHDTTD had to create 10 different activity clusters to accommodate them all

What is Gaming?

•Gaming is an attraction.

Impact of Gaming on the Current New Hampshire Tourism Brand?

•The New Hampshire Tourism Brand transcends a single category of attractions

Impact of Gaming on the Current New Hampshire Tourism Brand?

•Gaming would become one of many experiences available in New Hampshire

•The larger influence on the current New Hampshire Tourism Brand will be the collective spending of a bigger gaming industry and what “promises” they are making to consumers

•and...how those promises align with the current New Hampshire Tourism Brand

Research

•Pre-gaming expansion study as baseline data

•Post-gaming expansion study - 1-2 years after the expansion

Thank you!!!