Philadelphia to Reboot Its Global Identity in Order to Compete for Business, Talent

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Image via Kenneth Hilario, Philadelphia Business Journal.

After a rigorous selection process, Philadelphia officials have picked the Brownstein Group to help them navigate the process of rebooting the city’s global identity, writes Kenneth Hilario for the Philadelphia Business Journal.

Philadelphia, along with three other regions across the country, were chosen by the Brookings Institution to participate in a project that tests how to best define and communicate a global identity in order to compete for business and talent.

Currently, Philadelphia is the only one to use a consultant. City officials received 18 applications from national and international firms. They chose Brownstein, the longest-running independent brand communication agency in Philadelphia.

“Their written proposal was excellent,” said Sylvie Gallier Howard, first deputy commerce director. “They had a detailed proposal in terms of how they would do research and perception analysis and how people nationally and internationally think of Philadelphia.”

Brownstein will help conduct additional research and work on brand development. The company will build off of Brookings’ preliminary analysis that found that Philadelphia’s reputation is still tied to its history and tourism profile.

“They put a lot of thought in how they would do this,” said Howard.

Read more about the project to reboot Philadelphia’s global identity in the Philadelphia Business Journal here.

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