A Brand is More Than an Identity

Good brands start with a distinctive promise to deliver a positive experience By Mary Charleson – BUSINESS VANCOUVER VANCOUVER, BRITISH COLUMBIA – Good branding is important to successful marketing. But what really is good branding? Most of us recognize it when we see it or experience it, but few of us truly understand how to.. read more →

Branding Guru Spreads His Gospel

Duane Knapp shapes ideals behind names Duane Knapp’s job is to get people in sometimes stuffy corporations to think about visions and develop simple branding strategies. Sounds like heady stuff, and you might even wonder if anyone takes him seriously. Someone must, since his resume of work lists hundreds of Fortune 500 companies. He has.. read more →

Progressive Destinations Take the Lead in Developing “Genuine” Brands

A “genuine destination brand” is more than a marketing campaign and a logo. “Becoming a Genuine Brand requires something more complex,” says Duane Knapp, an internationally recognized brand expert and president of BrandStrategy, Inc. “Successful brands are built on a promise.” Knapp has spent three years working with the Destination Marketing Association International (formerly IACVB),.. read more →

06 Dec 2012
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A United Oceanfront

Campaign seeks to show travelers that Orange County is more than theme parks – it is home to beaches that rank among the world’s best SANTA ANA, CA – For much of the past 50 years, as orange groves gave way to development, the world outside Southern California made the geographical connection to Orange County’s.. read more →

Selling the City is a Task at Hand

BY KEVIN HERRERA – Daily Press Staff Writer OCEAN AVENUE – When you think of Santa Monica, what comes to mind? Progressive political views, gourmet cuisine and high-end retail shops? Or, perhaps panhandling, traffic congestion and high prices? Those are just some of the impressions shared by residents and tourists who participated in a series.. read more →

Napa Advocates Gather to Explore Managing Tourism

Knapp retained to spearhead project to create distinctive tourism brand By Jeannie Claire Register Business Editor NAPA VALLEY – Representatives from the Napa Chamber of Commerce, environmental and community organizations, educational institutions, and industry and business associations gathered at Copia on Wednesday afternoon to listen to a presentation about developing Napa County’s destination vision. The.. read more →

21 Nov 2012
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BrandStrategy, Inc. to Help Redefine CVBs

IACVB taps the expertise of Duane Knapp SPECIAL REPORT: The Rebranding of CVBs — Rebranding, repositioning, revitalizing, retooling, or even renaming… CVBs throughout North America are creating new identities for themselves to better meet their clients’ needs. And it’s starting from the top down, with the International Association of Convention & Visitor Bureaus’ (IACVB) branding.. read more →