Public Branding – A waste of people’s money?

BusinessWeek posts a column by Edwin Colyer discussing the differences between public and private branding, and why so many (as in almost every) public branding efforts fall flat.

 So can investments in branding programs be justified, or is the public sector merely following a marketing fad? Indeed, is branding even appropriate for public services?

Georgia is "re-branding" itself — dumping the slogon and logo that has followed state marketing efforts for almost 30 years.  $5 million is budgeted to "impress" the new brand — $5 million in a year to compete against the some 4,000 messages a day that we each personally receive…

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