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Roy Young recently interviewed Joe Perello, chief marketing officer of New York City, about how communities can leverage their brand assets to better market a city. As part of his efforts to generate revenue, increase local jobs, and foster tourism, Perello has identified several important steps:

  • Identify the marketing assets a city has.
  • Combine a community's logos, trademarks, and copyrights as intellectual property.
  • Leverage physical marketing properties such as bus stop shelters, phone booths, ferryboats, and light poles.
  • Centralize promotions and events planning.
  • Craft corporate sponsorships.