• Miami Herald, Tuesday, August 29, 2006 12:15 PM

It's not just consumer product and service companies that employ the tricks of the marketing trade. In Broward County, Florida, a group of towns and villages are using the same techniques to establish identities and build an image for their localities. For example, the town of Davie redesigned its logo and started selling town-themed belt buckles for $25 at Town Hall, while nearby Southwest Ranches leaders trumpet the town's motto: "Preserving Our Rural Lifestyle." Meanwhile, Dania Beach has gone the traditional route--with a media campaign that touts the city as "historic yet undiscovered." With a marketing budget of about $25,000, Dania Beach bought radio spots on local National Public Radio affiliate WLRN, printed the motto on bumper stickers, updated the city's Web site and published new brochures. The idea of cities trying to carve out an identity for themselves isn't new--think of the ageless "I Love NY" campaign. But in a new twist, cities are now targeting future residents or potential businesses, says Jeff Swystun, global director of Interbrand, a consulting company that advises countries and cities on branding and design. "It's now meant to influence many more things ... to attract commerce and instill enhanced resident pride that the place you live is the best," he says.

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