Carl H. Lindner College of BusinessCarl H. Lindner College of BusinessUniversity of Cincinnati

Carl H. Lindner College of Business

FOX 19 NEWS: City Auditioning 'The City That Sings' as a Slogan

Fox 19 News
Monday, December 19, 2016 6:24 PM
UC marketing professor says coming up with a slogan should come at the end of the branding process.

City Councilwoman Laure Quinlivan wants Cincinnati to be known as the 'City That Sings,' to tie in with the city hosting the world choir games in July 2012.

Drew Boyd, a marketing professor-educator and director of the master of science in marketing program with UC's Carl H. Lindner College of Business, comments on the concept of branding.