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Five Ways to Harness the Power of Place in Brand-Building

Our perceptions of places are stronger than we might normally give them credit. We think of Paris as being a city of light, love, and high-fashion; Rio de Janeiro as festive and colorful; and Portland as being quirky and outdoorsy. These ideas of what certain places signify are created in part by brands that use them extensively in their messaging. Location is not to be underestimated in branding strategies and communications, and we at Great Lakes GrowthWorks understand that using the “local” in brand strategy can have global impact. I’ll take you through five examples of how (and how not) to use place to infuse a brand with both authenticity and higher purpose. Match an element of brand wi


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