What happens when your brand isn’t
perceived in the way you want?
Customers don’t buy your goods
and services often enough, or at the
prices you would want to be paid for
them.
So will strengthening Cornwall’s
brand improve its economic performance?
Yes. It’s by no means the whole
solution, but there’s good reason
to think that Cornwall would sell more
products, at higher prices, if it had
a fresher, more contemporary brand image.
Will changing Cornwall’s brand
mean we lose the popularity we already have
across the UK?
No. The idea is to look underneath
what makes Cornwall popular and show how
those strengths also underpin a wider range of products and services.
How can you take someone’s
positive view of Cornwall as a holiday
destination and use it to influence
the way they see our manufactured goods,
for example?
By showing how the qualities that make
Cornwall good for a holiday — our
reputation for quality, reliability
and distinctiveness — can also
be relied on when buying other items.