What's the Story? Everybody's ReBranding & Why

Rebranding is a marketing strategy in which a new name, term, symbol, design, or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, competitors, and other stakeholders.

Rebranding - Wikipedia, the free encyclopedia

Why ReBrand? Relevancy . . . Relevancy: When a company realizes its brand is losing relevancy in consumers' minds, it might be time to rebrand.

Branding used to be done like this to burn the ranch owner's mark into the hides of cattle when they were set free to graze on open ranges giving them an identity to separate from the rest of the herd when it was time for the round-up.

Mavericks sometimes joined the herds

The State of Arizona is re-branding - realizing it's more than The Grand Canyon State after all these years [thank you Governor Ducey] - and consolidating the budgets for the Arizona Commerce Authority and Office of Tourism.

The City of Mesa, likewise, is developing new marketing strategies for the new urban downtown Mesa and areas for economic development introducing the new logo for Falcon Field. It is now the Falcon District for the aerospace, defense, manufacturing and technology industries:             

Here's a press release from the Mesa Now Newsroom yesterday: and here's what the old logo looked like

City of Mesa launches new brand for Falcon Field area

Post Date:09/28/2015 12:38 PM

Office of Economic Development
Contact: Kim Lofgreen
Tel. 480-644-3962kim.lofgreen@mesaaz.gov

The City of Mesa’s Office of Economic Development has launched a new brand for the Falcon Field Economic Activity Area in northeast Mesa. The area has been designated the “Falcon District” complete with a new logo and website to promote the District as a destination for aerospace, defense, manufacturing, and technology companies.

“The new brand encapsulates a modern look and strong message for the Falcon District,” City of Mesa District 5 Councilmember David Luna said. “The District has a long history of housing successful aerospace, manufacturing, and technology companies, and that is the message we want to deliver to businesses looking for a place to locate.”

[David Luna is the first Latino council member in the City's 136-year history]

The Falcon District is anchored by Falcon Field Airport and encompasses more than 35 square miles of retail, commercial, and industrial parks, as well as quality residential neighborhoods. Companies such as Boeing, MD Helicopters, Orbital ATK, Special Devices Inc., and NAMMO Talley have major operations in the Falcon District.

“This new brand for the Falcon District will help bring local and national recognition as a vibrant advanced manufacturing hub, ideal for medical technology companies, advanced business services, and next generation aerospace and defense,” Bill Jabjiniak, City of Mesa, Economic Development Director seen in the image from YouTube on the right, said. “We will be sharing the story with executives and decision makers that the Falcon District is a very special place with a dense cluster of world-class manufacturing and technology companies, an abundant and highly-skilled workforce and open space which is attractive for companies who need to fly and test products, protection from encroachment, security and certainty for long-term planning."

Read more >> http://www.mesaaz.gov/Home/Components/News/News/515/