I previously posted an overview of the Fresno Brand Platform. It is a place brand built on authentic truths and not ideal reality. It is a platform built on six distinct pillars:
- Land Stewardship
- Authentic America
- Big City Amenities
- Small Town Ease
- Diverse Culture
- Spirit of Innovation
Fresno will achieve it's goal of an improved image, if and when people start using the pillars as a way to hold others accountable. Use the language.
The cool thing about the brand is that it can be used beyond marketing. These pillars should be used to shape policy, impact budgeting, and develop employee relations programs.
Living the brand is not about clever messaging.
So, what decision should be made about the trees? Use the pillars in your justification.