Building A Brand

Faced with increasing competition from the private sector, a changing population and a lack of a strong public identity, the Arlington Parks and Recreation Department in Texas decided to take on a branding initiative in 2007. At the time, the department was focused on services rather than image. Staff members often stated that, if the department was doing a better job with its communications program, everyone would know the depth and breadth of its programs and services. When it comes …

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