BRISBANE – AUSTRALIA’S NEW WORLD CITY
Knowing a unique positioning is directly correlated with a successful brand, a key component of the Brisbane brand’s
positioning methodology was to firstly understand the inimitable attributes of our city – ie, what Brisbane stands
for and how we’re different to other cities.
We did this by firstly understanding how we were as a city, how
competitive/similar cities positioned themselves, and finally developed an aspirational, yet feasible vision for Brisbane.
We also validated the positioning internally & externally to ensure the positioning was exciting and believable.