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About Us
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| So what is Brand Oregon? |
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Simply put, it's the concept of creating an omnibus brand for Oregon to unify state communication and marketing efforts.
Brand Oregon is one of Governor Kulongoski's top economic development priorities. His commitment to marketing Oregon under a unified "brand" recognizes the need to leverage statewide marketing efforts to create more impact and bring about positive economic returns to Oregon businesses and the state's economy. Brand Oregon marketing also is one of 12 key initiatives identified in the Oregon Business Plan.
Governor Kulongoski unveiled the Brand Oregon campaign at the December 1, 2003, Oregon Business Summit in Portland, where more than 1,000 business leaders from across the state came together to discuss strategies for getting Oregon's economy back on track.
The goals of Brand Oregon are to 1) create a set of branded messages with a unified look and feel that works for varied industries and state communications; 2) to be in charge of our own story; 3) to sell more Oregon products and create more business opportunities through branded marketing efforts; and 4) to deploy a multi-faceted, long-lasting campaign and with staying power. The focus for 2004-05 is on tourism, agriculture and business recruitment, and on coordinating with state agencies on external communications.
Working with the Oregon-based, internationally renowned ad agency, Wieden + Kennedy, we have created a new slogan for Oregon based on the belief that Oregon represents a place where individuals can make their dreams happen. Where public schools are still important to all who raise kids here. Where the best fruit, vegetables, wine, seafood and other high quality agricultural products are grown and processed. Where it's possible to play golf in the morning and ski in the afternoon. Where it's possible to turn your idea into a ten-billion-dollar company.
The Governor's Brand Oregon Initiative is about the future. It's about creating a coordinated, sustained brand that communicates the personality of our state, our well-respected "applied idealism," our intense dedication to pursuing our own paths to success, and to the realization of our dreams.
In February, the Governor appointed a 16-member advisory board comprised of Oregon leaders from a variety of industry sectors, representing all regions of the state. The Brand Oregon office also has an internal advisory team composed of staff from key state agencies.
The Brand Oregon effort is led by Nathan Buehler with communications assistance provided by the Oregon Economic and Community Development Department.
The key to making this initiative succeed is to commit to a sustained effort over time. Brand building is a long-term commitment, as the impact of branding has been shown to build exponentially over time. A short-term, casual approach is sure to fail.
Governor Kulongoski has presented the challenge. Now we need to step up and work together to develop coordinated marketing relationships among public- and private-sector interests. It can be done. The time is ripe for investment in this strategy to rebuild Oregon's image and to unleash the power of unified brand marketing for Oregon.
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