Rebranding Story: DowntownProject

Welcome to the world of branding according to Kathy Bass. At the top of the hour, you’ll find out why the founder and CEO of Zappos, Tony Hsieh, decided to rebrand a city called Downtown Las Vegas and how he embarked on this creative endeavor. You’ll discover what social, economic and people challenges had to be overcome to polish the reputation and identity of a city with a tarnished image. Then, you will gain enlightenment about how the 3 C’s: Collisions, Co-learning and Connectedness are the core of making this rebranding project a long-term, sustainable success. Be ready to find out how such a simple, yet powerful message of “Delivering Happiness” can become the catalyst to organically transform a city, diversify the Las Vegas economy and create employment. You’ll gain tons of inspiration and wisdom on key elements to help you rebrand your own city (YOU!). As Tony says, it all begins with you.