SUMMARY
For several decades, the city of Dayton, Ohio, has been suffering from demographic erosion, dropping from 260,000 inhabitants in the 1970s to 141,000 in 2010. In order to regain its attractiveness, Dayton has embarked on a territorial marketing initiative based on its history. Dayton is recognized as one of America's most innovative cities, with the highest number of patents per capita.
The city has therefore set up a promotional campaign around this theme: "Dayton patented, Originals Wanted".
Key words : ambassadors, talent attraction, attractiveness, image shift, image, innovation, shared brand, territorial brand, storytelling, talents, Dayton, Ohio, United States.
Illustration : Adobe Stock - @Doug (c)
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