The New Hampshire Brand
The New Hampshire Brand
by Jesse Devitte
Posted on 05/19/2009
OR is it the New England brand?
Scott Kirsner recently organized a brainstorming session where a great mix of tech economy players from across New England's who kicked around thoughts on "branding/positioning" New England, check it out from his Innovation Economy blog (including audio).
Brainstorming: How Do We Better Communicate New England's Innovative Mojo?
We had a great 2.5 hour brainstorming session last night at the offices of Flybridge Capital Partners in the Back Bay, focused on this question: how do we better communicate New England's innovative, creative, entrepreneurial spirit to the rest of the world?Having been in the New Hampshire tech sector for the last 25 years I can relate to one of the main points - it is more about a region than about individual states. In fact, one interesting scenario would be a nice combo of inter-related state and regional positioning - something that captures a state's unique identity within a region known more broadly for its "innovation quotient". It would be nice to say goodbye to the "cow hampshire" comments that frequently play out behind our backs! However, I do like it when people think of NH as the "Live Free or Die" state OR as the "First In The Nation" (for our unique position in the Presidential Nominating process = the front!). While I think both of those notions uniquely capture NH's entrepreneurial spirit - and if you think I am kidding just come on up and meet some of the Presidential candidates who all believe they can be "the one" - I am left feeling that there is more work to be done on our positioning. Every few years the NH Dept of Resources and Economic Development - (locally known as "DRED", GREAT people doing great work who deserve a better dept name! ) - embarks upon an exercise in refining the New Hampshire brand. Matt Pierson who is the Chairman of the NHHTC Council, and who also participated in Scott Kirsner's regional conversation, has worked hard along with his colleagues as part of that effort, so I have confidence that the current efforts in that regard will yield well thought-out ideas and some interesting promotional actions. Until that comes out I am left trying out a new idea, "LIVE GREEN OR DIE", just laying that out there for now ... think about it.
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Like the regional positioning on your Rochester site Karen and agree with you that lack of organization may be our biggest challenge in seizing green economic opportunities. I suppose that is the other side of "Live Free Or Die". On the other hand if we know that is our main challenge, then that is half the battle and we can work on that issue!
Lani!
Thanks for the comment and info about the social media summit as well as the reminder about the work by the dred team!
Thanks to Lani's tweet for pointing me in your direction. I would love more info on your 2.5 hour brainstorming session, sounds like an energized conversation.
I agree 100% about the regional emphasis on strategy and economic development. As a local ED representative it can be hugely frustrating to compete when collaboration would serve us better. The challenge is to differentiate by community when it's meaningful and to work together when regional strength is called for.
The enhancement of green industries in NH should be an area where we have the resources, skills and desire to excell as a region/state, but our lack of unity may damage our progress. To try to overcome this, DRED has appointed an Advisory Board and an entire team to focus on a cohesive green industry stratgey. At the top of the list is to propel existing business into the green atmosphere and open up renewable energy, conservation and recycling conversations with support for the necessary transitions. There is so much work to be done but the payback could be a quicker recovery and a better business climate in the long run. For all of us.
Karen Pollard
Rochester Economic Development
@karenpcecd
A few more thoughts to add to my last comment...
As I'm sure you know, one of the best ways to establish a strong brand is to embrace what folks already think about a certain business -- or in this case, the state of New Hampshire -- and use that as fuel to fire up a better, more organized, more power-packed version of "the official brand." While NH and New England have overlap, there are distinct qualities that come to mind for each. Capture those shining gems from the feedback of residents and outsiders alike, and you've got yourself a good the makings of two distinct brands.
I would have loved to be part of that brainstorming session organized by Scott Kirsner -- bet it was a blast. I sincerely hope the efforts to strengthen and catapult NH's singular mojo 'n moxie reap dynamic rewards beyond most ambitious expectations. To know NH is to love NH!!! We're lucky to be living in the world's best place ever. :)
Viva NH!
@LaniVoivod
Just discovered your blog thanks for Tara Mahady's Twitter feed (@TMahady). You've inspired some interesting thinking...
I think Steve Boucher, the Marcom whiz at DRED and www.NHEconomy.com, is doing a great job of this with their new "No Bull" Business Blog (http://blog.nheconomy.com/).
Team NHEconomy is running with the renegade-esque vibe that we residents of Live-Free-or-Die state hold near and dear to our hearts. NHEconomy is using this "No Bull" bravado and might and expanding it with top-tier social media engines like Twitter (@NHEconomy) and Facebook, too. Now that the blog is gaining momentum, there's no limit to the scope and reach this new brand can deliver, thanks to the *magic* of RSS feeds and how they play well in the overall social marketing ecosystem.
Thanks for the fab post!
Lani Voivod
(Twitter handle = @LaniVoivod)
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