Goingbeyondthelogomotion

The document outlines Salford's place branding strategy, which began by employing an agency and developing a city marketing strategy with high-level commitment, communication, and champions to gain buy-in. It discusses initial challenges around investment, resources, and coordination. The place branding strategy utilizes city signage, merchandising, a website, developer hoardings, vehicle livery, campaigns, events, and partners. Ongoing control and evaluation includes monitoring brand use, perception research, audits, and updating strategies. Key lessons are to engage the community, identify incentives, differentiate brands, and require constant nurturing.