Puget Sound Business Journal / "Business Leaders Get It"
Objective: Evaluate Puget Sound Business Journal brand. Find a position that represents and speaks to all the weekly business paper's internal (Editorial, Advertising, Circulation, Classifieds, Events, Sponsorships, etc.) and external constituencies (Readers, Advertisers, Sponsors, etc.).
Challenge: Our research showed the brand wasn't broken, it just needed articulation and focus. Consistent application. And a tagline with some "juice."
Solution: A campaign revolving around the proposed tagline of "Business Leaders Get It." The tagline was incorporated into an advertising campaign executed through newspaper, bus boards, cab tops, billboards, radio, TV, and events.
Results: The "Business Leaders Get It" theme is one of the most recognized campaigns in the Puget Sound business community.