Why Do We Need A Cork Brand?
Competition for investment, talented people and visitors across Europe and the world’s City Regions is intensifying. If Cork is to compete effectively it needs to be more joined up and coherent in its domestic and especially international marketing. This new Cork brand book aims to clarify the Cork experience, offer and desired reputation – its strategic place brand. It sets out key messages and strengths for use in promoting Cork to industry and inward investors, international talent and students. It is the result of extensive research, analysis and testing within the region, throughout Ireland and internationally.
This is just the first version of our brand book. The proposition and messages for visitors are still being developed and will flow into an updated brand book once finalised.
How To Use The Brand Book
By providing a consistent set of messages to be incorporated by all those involved in “selling” Cork into their marketing activities, the brand book provides a common platform for promoting Cork – nationally and internationally.
This piece of work is not been about logos and straplines. The Brand Book presents the Cork offer, experience and its target reputation – its promise – in a clear and compelling manner.
Who Should Use The Brand Book
This Brand Book is a practical guide and resource for stakeholders in the Cork Region. It can be used by all organisations in Cork to help guide their own branding and marketing. We can all promote the Cork brand. By working together and transmitting a common set of messages about Cork and its strengths, we can consistently position Cork in the same way and enable it to compete more effectively to deliver business growth, jobs and wealth – for Cork and for Ireland.
Who Developed The Brand Book?
In 2013 a group of public sector stakeholders in the Cork Region came together to start a coordinated journey of place brand and marketing development. Led by Cork City Council and Cork County Council this Cork Strategic Marketing Group also involves University College Cork, Cork Institute of Technology, Cork Chamber, Cork Airport, Port of Cork, Fáilte Ireland and the South West Regional Authority.
Each of these organisations seeks to promote Cork – for jobs, investment, trade, students, talented people, visitors etc. To communicate effectively and raise the profile of Cork with a range of target audiences, the group recognised the need to be more joined up in Cork’s domestic and especially international marketing.