Marketing & Branding
For the DowntownDC BID, branding is a way creating an an emotional connection between customer, place and service. This relationship helps us to influence the path that Downtown takes and give Downtown a competitive advantage.
To establish a brand, the BID set out on a mission to uncover the attributes that make our Downtown unique. An established brand gives Downtown a competitive advantage, encourages those with influence, opportunity and drive to make a positive impact on Downtown's shape and character.
Downtown DC has always been a place that matters. In that sense, it has always had a brand – as a center of national and local government, a center of commerce and a central gathering place for the region. But Downtown's transformation into a 24-hour commercial, cultural and entertainment hub have fostered a need to "rebrand" or change the way we tell the story of our area and our organization. We need to assure that long held public perceptions are in congruence with the hot market Downtown has become.
In 2007 the BID create an advisory committee to guide decisionmaking and create stakeholder buy-in.
The committee included:
- Michael Altman, former Director of Marketing, Smithsonian Business Ventures
- Richard Bradley, Executive Director, Downtown BID
- Angela Fox, Executive Director, Crystal City BID (former Director,Cultural Tourism DC)
- Vicky Isley, Vice President for Marketing, Destination DC
- Steve Moore, CEO, Washington, DC Economic Partnership
- Howard Riker, Vice President of Hines and Downtown BID Board Chairman
- David Feehan, Executive Director, International Downtown Association
The committee's findings were reported to a top-notch team of placebranding specialists from Cundari SFP of Toronto, Canada.
The realization that Downtown DC is "A vibrant, inviting and smart place that matters-- a place that provides inclusive and unique urban experiences" is just one of the products of our rebranding efforts.