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Branding positioning and creative options for hartford
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Branding positioning and creative options for hartford

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Branding positioning and creative options for hartford

Branding positioning and creative options for hartford

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  • 1. Hartford Messaging Project Brand Positioning and Creative Options Public Engagement July 2011 Twitter hashtag: #HartPM! 1!
  • 2. Roadmap Positioning Roll Out•  Focus Groups •  Campaign•  Stakeholder and Targeting Options Interviews •  Segmentation •  Public •  Prepare Study Engagement •  Launch •  Positioning •  Sustain and Target Audiences Campaign Discovery Platforms Spring 2011 June July 2012 2!
  • 3. A Brand Strategy ThatHartford Can Deliver On LIVE! 22!
  • 4. Hartford. LIVE! Spontaneous. Alive. Exciting. In person. In the flesh. When it’s live… it only happens once. Be a part of it. Unforgettable. Unrepeatable. Live theatre. Live sports. Festivals. Science. Culture. Music. Living art and history. Parks. Gardens. Trails. Nature. Fine dining and clubs. Experience Hartford. Live. 23!LIVE!
  • 5. Concept One 35!
  • 6. Concept 1A playful asterisk tells the real story of Hartford – a place where livemoments connect one experience to another. The asterisk, with a star inits center, also doubles as a burst of energy, an explosion of color,fireworks, or simply a celebratory bloom in spring.
  • 7. Concept 1
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  • 12. Concept 1Hartford is alive with history. Yet playing out in front of this historical backdropis a vibrant city where exciting new events are constantly unfolding. Everyday in Hartford is a new opportunity for people to go out and create their ownmemories – their own history.
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  • 19. Concept Two 54!
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  • 35. Concept Three 74!
  • 36. Concept 3
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