Creating the Edinburgh Inspiring Capital Brand
Following our initial research we developed a
number of themes. These were tested in a workshop with our Steering
Group and then refined into three core brand concepts.
We then held focus groups and a public
consultation. This gave the people of Edinburgh City Region
and our target audiences of students, investors and tourists an
opportunity to contribute to the process. Their feedback was key to
the creation of the Edinburgh Inspiring Capital Brand.
The next stage of the development of Edinburgh
Inspiring Capital involved creating the guidelines for the Brand’s
use, planning its launch and implementation and deciding on a
framework on how to evaluate its effectiveness.
Edinburgh Inspiring Capital was launched in
May 2005 and the team began on the next phase of its work –
communicating the Brand’s key messages and engaging private and
public sector support in promoting Edinburgh City Region
worldwide.
