BY JON CHAVEZ
Toledo Blade Business Writer
After nearly 4½ years, a $500,000 effort to create and promote a
“Toledo Brand” has progressed to where the group behind the initiative
will begin a fourth phase — attaching their brand’s message to local
companies in an attempt to move it out beyond the northwest
Ohio-southeast Michigan region.
The latest effort likely will
begin in the spring and utilize traditional media, social media, and
help from North, a local marketing firm that designed the logo for the
upcoming Olympics in Sochi, Russia.
But before the fourth phase can start, the brand on which the group has worked since 2009 will need to be revised and updated.
Schaaf, the Toledo native hired last December to sell the “Toledo
Region” brand, said the effort up to now has painted Toledo and
northwest Ohio as the heart of the “New Manufacturing Economy.” It was a
narrative designed to tell outsiders the truth about the Toledo they
only thought they knew.
“Our DNA is strong with manufacturing. We
know how to build things,” Mr. Schaaf said Thursday in an interview with
the editorial board of The Blade. More here.