OKLAHOMA CITY Oklahoma City Memorial Image credit: Jim Nix
Oklahoma City Bricktown
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Strategic thinkers see questions, before they see answers.
Non-strategic thinkers see answers before questions. Graham
Robertson, Beloved Brands
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1 process noun \ pr- ses, pr-, -ss\ : a series of actions that
produce something or that lead to a particular result
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TESTING End-User tests analysis RESEARCH Market Competitor
Brand Visual 2009 NAMING Competitor and word research name
generation 2010 NAME SELECTION Narrowed the field to 4, for visual
application 2011 IDENTITY Selected/ Refined LAUNCH Plan review by
Board 2012 TRANSIT Service Analysis (TSA) Commissioned 2013 TSA
Final Report 2014 LAUNCH Phase 1 TSA COMPLETED Recommendations and
identity approved by board
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of Oklahoma City could not name the transit agency 61% In 2009
QUANTITATIVE NON-RIDER RESEARCH of Oklahoma City could not name the
transit agency 51% In 2011
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Share of market could only be built on share of mind. Leo
Burnett Image credit: Beloved Brands BRAND FUNNEL
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In 2009, employees were indifferent about the image of the
organization In 2012, only 36% believed viewed the agency
positively EMPLOYEE RESEARCH