Thursday, March 21st, 2013
Last week I wondered how much the corporate logos on prominent office buildings affected the perception of a city. Today I want to briefly ask the reverse. Does the quality of the brand of a city a company is in affect the firm’s perception in the marketplace?
I had a conversation on this very point with someone probably a year or so ago. He noted that having a mailing address for his company in New York gave his firm a certain level of added credibility. People think, if you’re really good enough to have an office in New York City, or especially be based there, you must be the big time.
I’m not sure this has an impact on major consumer brands, though some companies are clearly linked in the public mind to certain localities. I don’t think the fact that Proctor and Gamble is in Cincinnati has any impact pro or con on what anybody thinks of Tide detergent, for example. But for smaller firms, especially in the professional services business, I think it does make a difference. Every business like that always has a slide in their pitch deck with a bunch of client logos of all the high profile places they’ve done similar work. The better your client list, the better I suppose. If it weren’t true, nobody would do it. Similarly, I think being able to boast of a high profile address in a high profile city makes a company just plain seem more credible in the marketplace at some level.