Branding: Avoiding Bad Neighborhoods
Are you placing your brand in a “bad neighborhood?” The other day, I was contacted by a BBC reporter, Daniel Nasaw, working on a story about highway naming. At first I thought he had contacted the wrong person, but it turned out there was logic behind his query. The core question, sparked by a move by Virginia to allow corporate sponsorship of highways and bridges, was whether a brand should associate itself with a potentially unpleasant experience.