Seaports Magazine - Spring 2015 - (Page 20)

»FEATURE HOW TENANTS AND THE FREIGHT COMMUNITY BRING A BRAND TO LIFE Internal partners can be a port's biggest champion when sharing key messages By Lori Musser P orts throughout the Americas work in a dynamic environment, impacted by many industries and developments. Getting their important messages across is always a challenge. Having the support of a readily identifiable brand may help spread the word. And a port's strongest allies - internal audiences - are often the best helpmates in fashioning, living and sharing that brand. Ports are People Outstanding branding with simple, meaningful messages forms the foundation for customized multimedia approaches that facilitate a port's vision, accelerate brand adoption, build loyalty and trust, and drive 20 AAPA SEAPORTS MAGAZINE port growth. A lack of consistency in identity and messages, and a narrow audience focus, doesn't cut it in an era of media proliferation. In the not so distant past, the term "port authority" evoked a powerful image of a busy, working waterfront, teeming with vessels and cargo and overseen by a government agency. Ports attached their city or region's name to the words "port authority," added a logo and had an immediately recognizable brand. Over the years, greater competition, globalization, market shifts, infrastructure developments and accelerated technologies can change port objectives and lead to brands that no longer reflect the port of today and its unique value.

Table of Contents for the Digital Edition of Seaports Magazine - Spring 2015

AAPA Headquarters
From the President’s Desk
Building a Strong Brand
Laying a Foundation for Success
How Tenants and the Freight Community Bring a Brand to Life
The Value of Awards for Ports
Ensuring Cost-Efficient Transportation to Global Markets
‘Welcome to Our Port’
Port of Port Arthur’s Camp Sea Port Sails into the Future
Advocating Seaports Issues Before Policymakers
Index of Advertisers

Seaports Magazine - Spring 2015