12. What should North Carolina stand for?
• North Carolina is more than a spot on a map
13. What should North Carolina stand for?
• North Carolina is more than a spot on a map
• It is a place because of its people
14. What should North Carolina stand for?
• North Carolina is more than a spot on a map
• It is a place because of its people
• It is where we live and interact
15. What should North Carolina stand for?
• North Carolina is more than a spot on a map
• It is a place because of its people
• It is where we live and interact
• It is where we sleep, eat, study, work, pray and play
16. What should North Carolina stand for?
• North Carolina is more than a spot on a map
• It is a place because of its people
• It is where we live and interact
• It is where we sleep, eat, study, work, pray and play
• It is how we care for and interact with out environment
17. What should North Carolina stand for?
• North Carolina is more than a spot on a map
• It is a place because of its people
• It is where we live and interact
• It is where we sleep, eat, study, work, pray and play
• It is how we care for and interact with out environment
• It is how we see ourselves, and how others see us
20. North Carolina, A Sense of Place
• Anthropology:
“Place attachment is the symbolic relationship formed by people
giving culturally shared emotional/affective meanings to a particular
space or piece of land that provides the basis for the individual’s
and group’s understanding of and relation to the environment....
Thus, place attachment is more than an emotional and cognitive
experience, and includes cultural beliefs and practices that link
people to place.”
Low, Setha M. 1992. "Symbolic Ties that Bind: Place Attachment in the Plaza." Pp. 165-186 in Place
Attachment, edited by Irwin Altman and Setha Low. New York: Plenum Press.
21. North Carolina, A Sense of Place
• Environmental Psychology:
“Sense of Place: the particular experience of a person in a
particular setting (feeling stimulated, excited, joyous, expansive, and
so forth).”
“Spirit of Place: the combination of characteristics that gives some
locations a special ‘feel’ or personality (such as a spirit of mystery
or of identity with a person or group).”
Steele, Fritz. 1981. The Sense of Place. Boston: CBI Publishing Company, Inc.
22. North Carolina, A Sense of Place
• Landscape Architecture/History:
“A sense of place is something that we ourselves create in the
course of time. It is the result of habit or custom.... A sense of
place is reinforced by what might be called a sense of recurring
events.”
Jackson, John Brinckerhoff. 1994. A sense of place, a sense of time. New Haven: Yale
University Press.
23. North Carolina, A Sense of Place
• Sociology:
“By sense of place, I mean people’s subjective perceptions of their
environments and their more or less conscious feelings about those
environments. Sense of place is inevitably dual in nature, involving
both an interpretive perspective on the environment and an
emotional reaction to the environment.... Sense of place involves a
personal orientation toward place, in which ones’ understanding of
place and one’s feelings about place become fused in the context
of environmental meaning.”
Hummon, David. 1992. "Community Attachment: Local Sentiment and Sense of Place." Pp. 253-
278 in Place Attachment, edited by Irwin Altman and Setha Low. New York: Plenum.
26. Unique and Credible Benefits
• The expectation is that by creating a strong self-
awareness of place, and an inward focus on who we
are, we will know who we want to be and how we
want to be perceived.
27. Unique and Credible Benefits
• The expectation is that by creating a strong self-
awareness of place, and an inward focus on who we
are, we will know who we want to be and how we
want to be perceived.
• We will collectively share in the benefits of being
engaged and active citizens of the state.
28. Unique and Credible Benefits
• The expectation is that by creating a strong self-
awareness of place, and an inward focus on who we
are, we will know who we want to be and how we
want to be perceived.
• We will collectively share in the benefits of being
engaged and active citizens of the state.
• Increase overall economic strength
31. Building on Emotional Connections
• In order to project a warm and welcoming image, with
poise and self-confidence to potential visitors, the feelings
must be authentic.
32. Building on Emotional Connections
• In order to project a warm and welcoming image, with
poise and self-confidence to potential visitors, the feelings
must be authentic.
• We need to be proud of our history, and the special
physical attributes that North Carolina has to offer, which
are many.
33. Building on Emotional Connections
• In order to project a warm and welcoming image, with
poise and self-confidence to potential visitors, the feelings
must be authentic.
• We need to be proud of our history, and the special
physical attributes that North Carolina has to offer, which
are many.
• There needs to be a culture of working together, along
with an inclusive message of opening our businesses
and public places to everyone.
34. Building on Emotional Connections
• In order to project a warm and welcoming image, with
poise and self-confidence to potential visitors, the feelings
must be authentic.
• We need to be proud of our history, and the special
physical attributes that North Carolina has to offer, which
are many.
• There needs to be a culture of working together, along
with an inclusive message of opening our businesses
and public places to everyone.
• It is the people of North Carolina that are its greatest
42. Unique Value and How We Are
Different
• What we can embrace, from the mountains to the sea,
as being uniquely ours is our Sense of Place, our
communities, and the spirit that unites us.
43. Unique Value and How We Are
Different
• What we can embrace, from the mountains to the sea,
as being uniquely ours is our Sense of Place, our
communities, and the spirit that unites us.
• Every city, town and crossroads is a unique expression
of North Carolina.
44. Unique Value and How We Are
Different
• What we can embrace, from the mountains to the sea,
as being uniquely ours is our Sense of Place, our
communities, and the spirit that unites us.
• Every city, town and crossroads is a unique expression
of North Carolina.
• Every church, mill and country store is full of the history
and culture that we have created, and that we work
hard to preserve.
45. Unique Value and How We Are
Different
• What we can embrace, from the mountains to the sea,
as being uniquely ours is our Sense of Place, our
communities, and the spirit that unites us.
• Every city, town and crossroads is a unique expression
of North Carolina.
• Every church, mill and country store is full of the history
and culture that we have created, and that we work
hard to preserve.
• We celebrate the small towns and farms, and grow our
cities with deliberate forethought and care.
46. Unique Value and How We Are
Different
• North Carolina’s industry, and enterprise is recognized
around the world.
47. Unique Value and How We Are
Different
• North Carolina’s industry, and enterprise is recognized
around the world.
• Our schools, universities and research act as magnets
for growth.
48. Unique Value and How We Are
Different
• North Carolina’s industry, and enterprise is recognized
around the world.
• Our schools, universities and research act as magnets
for growth.
• Health care and the entrepreneurial spirit insure our
future.
49. Unique Value and How We Are
Different
• North Carolina’s industry, and enterprise is recognized
around the world.
• Our schools, universities and research act as magnets
for growth.
• Health care and the entrepreneurial spirit insure our
future.
• It is the human potential and spirit found in all of the
places where we live and work and play that makes
North Carolina unique.
50. Unique Value and How We Are
Different
• North Carolina’s industry, and enterprise is recognized
around the world.
• Our schools, universities and research act as magnets
for growth.
• Health care and the entrepreneurial spirit insure our
future.
• It is the human potential and spirit found in all of the
places where we live and work and play that makes
North Carolina unique.
• Being a part of that Sense of Place is why we call
51. Unique Value and How We Are
Different
• We can’t export North Carolina, A Sense of Place, but
we can swing our doors open wide and share it. Every
visitor, whether it be for business or on vacation, can
join in our celebration of place.
52. Unique Value and How We Are
Different
• We can’t export North Carolina, A Sense of Place, but
we can swing our doors open wide and share it. Every
visitor, whether it be for business or on vacation, can
join in our celebration of place.
• They can go home with a gift that cannot be bought or
sold, but can be found only in North Carolina. This is
the unifying brand that can connect us all.
66. Brand Position & Comparison
• I used rankings from Bloom Consulting to compare the
effectiveness of state tourism and business branding.
http://bloom-consulting.com/us/usa-state-brand-
ranking
67. Brand Position & Comparison
• I used rankings from Bloom Consulting to compare the
effectiveness of state tourism and business branding.
• North Carolina Brand Ranking: #7 in Trade
http://bloom-consulting.com/us/usa-state-brand-
ranking
68. Brand Position & Comparison
• I used rankings from Bloom Consulting to compare the
effectiveness of state tourism and business branding.
• North Carolina Brand Ranking: #7 in Trade, and #13
in Tourism
http://bloom-consulting.com/us/usa-state-brand-
ranking
69. Brand Position & Comparison
• I used rankings from Bloom Consulting to compare the
effectiveness of state tourism and business branding.
• North Carolina Brand Ranking: #7 in Trade, and #13
in Tourism
• Most state brands declare how they want to be seen,
or what they want you to do, but they are not making
any sort of emotional offer.
72. North Carolina, A Sense of Place, allows each
individual to find, accept or create an experience
that will be uniquely their own. Citizens of North
Carolina have 9.8 million personal experiences
and stories to tell, as will each visitor that
comes to the state. The idea of North Carolina
offering A Sense of Place invites the individual
to become part of, or add to the whole
experience by way of their interaction.
75. North Carolina, A Sense of Place
• A Promise… through which
you can see the past, the
present and maybe the
future.
76. North Carolina, A Sense of Place
• A Promise… through which
you can see the past, the
present and maybe the
future.
• A Promise… the actions of
the people of North
Carolina will be seen by
our guests, and this is
how we will be judged as
a state.
87. North Carolina, A Sense of Place
• history… examples are endless but should include our
pre-history and indigenous populations, outdoor dramas
and pioneer heritage, monuments to wars fought on this
land and others, discoveries, inventions and industry, art,
architecture, literature and film.
88. North Carolina, A Sense of Place
• history… examples are endless but should include our
pre-history and indigenous populations, outdoor dramas
and pioneer heritage, monuments to wars fought on this
land and others, discoveries, inventions and industry, art,
architecture, literature and film.
• physical attributes… from every corner of the state are
beacons for visitors to enjoy. Every sort of natural
beauty, and seasonal pleasure; as well as the man
made wonders that amaze and entertain us.
89.
90. The sense of place is what makes somewhere
distinctive and memorable. It is its personality. This
is where its competitive edge lies. Establishing a
sense of place involves celebrating the place’s
people, products, culture and heritage, nurturing its
natural and built environment, and presenting the
public realm in a way that reflects the true spirit of
the place – from the management of public buildings
to public art and events.
Handbook on Tourism Destination Branding, Introduction xxvii, Published by the World Tourism
Organization and the European Travel Commission, Printed by the World Tourism Organization, Madrid,
94. North Carolina, A Sense of
Place
• Mantra
• Repeated with any meaningful transaction or plan of
action
95. North Carolina, A Sense of
Place
• Mantra
• Repeated with any meaningful transaction or plan of
action
• Simply add a verb, adverb or adjective
96. North Carolina, A Sense of
Place
• Mantra
• Repeated with any meaningful transaction or plan of
action
• Simply add a verb, adverb or adjective
• Creates a personal message, different for everyone that
hears it
97. North Carolina, A Sense of
Place
• Mantra
• Repeated with any meaningful transaction or plan of
action
• Simply add a verb, adverb or adjective
• Creates a personal message, different for everyone that
hears it
• Allow the people of the state to give the expression
meaning
