Living the brand - with Jason Thorne

Branding, while something we're all aware of is something that is so misunderstood. A brand is a promise that has to be lived up to every day. It is built through a series of consistent and ongoing cumulative experiences. Skeptics of branding think it is just a logo, tagline or lipstick on a pig -  unfortunately they are right in far too many cases. Very few approach branding the right way and develop a system and structure that allows them to truly live the brand. In today's episode we'll be talking with Jason Thorne with the City of Hamilton, ON about real and practical ways that cities can identify, implement and live their brand on a daily basis.