Baltimore is looking to remake its image. They have hired brand consultants, Landor Associates, for $500,000 to propose a series of positioning statements by next month. The final is to be decided by April 2006.
Baltimore has been known as the "Greatest City in America", "Charm City", and "The City That Reads." Also, Mayor O'Malley has been recently promoting the popular "Believe" slogans to help stem the drug problem the city has been facing. All these have led to some image confusion, unfortunate jokes, and a realization of some glaring problems Baltimore faces.
For half-a-million dollars they believe they can turn this problem around.
For most businesses, who face branding issues such as a confusing or negative image, a brand makeover may be the order of the day. But it doesn't have to cost $500,000 for a small or mid-sized company. A well-researched and well-planned campaign can cost from $1000 to $50,000, depending on the needs. A good graphic designer, who understands brand design, can help you create a brand experience that rivals major corporations, or even a city.