Key Challenge Elevating the plain. Described by stakeholders as homogeneous, Plano is: more modern than charming, more polished than soulful, more clean than authentic.
Critical Insight However, Plano does have advantages, especially to the business travelers who make up 80% of their overnight guests. Well planned, the city has most every amenity conveniently at hand. It is also home to numerous high-tech companies such as EDS.
Brand Strategy Plano means "easy" for the business traveler to the Dallas Metroplex making them feel smart and in charge.
Initial Concepts
Evolution of the Idea
Brand Action
Bringing a two-dimensional brand to life in a three-dimensional community takes a strong brand action plan. Following are a sampling of action ideas from the hundreds developed specifically for Plano. All were designed to help them wear their brand like a second skin.
