Branding basics in Tehama County, California are being taught by Roger Brooks, a marketing guru who is helping members of the community to build a brand. He is encouraging the county to get rid of generic marketing messages and focus on a primary theme. He warned that local politics could kill a successful campaign, and that the brand should be built on a feasible message rather than a public consensus.
The county brought in an outside expert to help the process after unsuccessfully attempting branding via public consent. Brooks used the example of Corning and their successful attempt at adopting a new logo. According to Brooks, logos make up 2% of the brand but get most of the attention. Logos are one of the best ways to get across a marketing message, but they are just the beginning of a successful marketing effort.