Developing the Brand
The key to a successful brand is capturing the
essence and unique qualities of the product. We know Edinburgh is
special, but why? We needed to understand what people from around
the world thought of the Edinburgh City Region.
We spoke in-depth to people across key sectors
of the Edinburgh City Region. We examined a large amount of
existing research. We also talked to young professionals from New
York, Tokyo, London and Madrid to understand how Edinburgh was
perceived worldwide.
The research gave us a profound understanding
of Edinburgh's strengths, weaknesses, characteristics and
attributes. We knew that a brand for the Edinburgh City Region
would have to ensure Edinburgh’s strong economy, lively cultural
sector and contemporary urban amenities became as well known as its
rich history and architectural heritage.
