Bloom Consulting was given the challenge of designing, developing and implementing a branding strategy for a new City near Belo Horizonte, which is the third most populous metropolitan City of Brazil, following São Paulo and Rio de Janeiro.
Our proposed strategy was designed to attract tourists and investors while simultaneously recruiting local stakeholders to create a new City from scratch around a single industry cluster textile and fashion. Our objective was to create an “inspiring destination” from both a business and a socioeconomic point of view. The project output included the development of a Place brand strategy, a brand concept outline, target market segmentation, marketing strategy, economic projections, brand management and brand monitoring tools.
Bloom Consulting predicted that the economic impact of the project would be equivalent to 44% of the local GDP of the northern district of Belo Horizonte thanks to the branding strategy.
