What's the return on branding investment?

I hope Bruce Murray is kidding when he says Glendale is boring (“This just in — Glendale is boring. So what?” Dec. 3).

Saying your hometown is boring is kind of like saying you're boring, and no one wants to think of themselves that way.

Though I'm no expert, on the face of it, it seems reasonable for Glendale to try to brand and promote itself. Everyone else is doing it, from individuals, like Michael Jordan, to whole countries, like the United States. I expect even the United Nations spends money on image and self-promotion.

I suppose my question would be whether other cities like Glendale have paid for advertising campaigns, and what was their return on investment?

Greg Dahlen



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