Borenstein Group, a top Washington DC Advertising agency, was recently featured in an influential article “How to Rebrand Washington DC for Economic Growth” published in the Washington Business Journal. The article entitled “Marketing vets offer their fixes to Washington’s branding problem” interviewed Mr. Gal Borenstein, Founder nad CEO of the Borenstein Group, a top Washington dc advertising agency, about what taglines and brand strategy he would recommend for advancing economic growth in the fast-changing and demographically diverse region with high-tech industries in both public and private sector converging.
According to the Washington Business Journal article, “It’s too early to say exactly what approach that group will end up taking. But here’s how some of Greater Washington’s own marketing experts say they would handle the job.”
Gal Borenstein, CEO, Borenstein Group Inc. offered his point of view on maximizing Washington D.C’s brand equity as a town of innovation and high-IQ as means of attracting talent and commercial entities to the region.
Excerpt from the article:
- Tagline for the region:“The Brainiest Place to Call Home,” “The Capital of Ideals and Ideas,” or “Your Revolution Starts Here”
- How would you approach a new brand for the region? Most people outside town think of Washington, D.C., as the region of government institutions and monuments. In other words, people think of us as “powerful and mighty buildings,” not smart people. In actuality, empowered by the highest concentration of college-educated workforce in the nation, the highest internet usage and access, and the highest concentration of accomplished female executives in decision-making authority positions and the global Fortune 1 buyer of information technology (the U.S. government), the D.C. metro is the “brain capital” of the nation.
- What would you emphasize? The highest technology and educational literacy in the country. It is also increasingly attracting millennials — the next generation of baby boomers in the workforce — who are ready to use the internet technology to revolutionize collaboration, performance and the societal values of the nation.”
What do you think is the right rebranding approach? Share with us your comments. For a link to the full article at the Washington Business Journal, click here: http://www.bizjournals.com/washington/news/2016/08/05/marketing-vets-offer-their-fixes-to-washington-s.html