Strong Brands create powerful images in people's minds. Right now, Niagara's image is incomplete and does not reflect our unique history and character, or the extraordinary variety of things to see and do in the region, or position ourselves constructively as a place for business investment. Our brand needs to resonate with consumers differently. It should take all of the positive things that they believe to be true about Niagara and present it in a more expansive and compelling way.

Strong Brands make it easier for people to make decisions, especially in today's global environment where they have more options than ever for how to spend their discretionary dollars and where our competitors are well-funded and very focused.

In hard times, Strong Brands can hold their own as consumers look to trusted sources for products and authentic experiences.

Strong Brands make it easier to introduce a new product, because people will respond to a trusted and familiar name and reputation.

Strong Brands enable more effective marketing. Everyone in the Region shares a common DNA and destiny and by leveraging our dollars and focusing all of our messages around Niagara Original, we have a better chance to break through the clutter and differentiate ourselves as a destination of choice.

Strong Brands help us to align our product development, marketing strategies, partnerships and communications programs. The Niagara Original positioning is a touchstone for those involved in creating and delivering the Niagara experience. The more of us that use it, the more of a presence we'll have in the marketplace.

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