April 6th, 2003

Branding in New York Is Just the Beginning

By N. R. Kleinfeld
The New York Times

Mayor Michael R. Bloomberg on Wednesday appointed New York’s first chief marketing officer, a young man named Joseph M. Perello. His job, monumental in scope, will be to offer the city and its contents and inimitable mystique as a brand available for corporate purchase. In other words, the city, needing ready cash, will go about selling its outsized cachet roughly the way the N.B.A. sells the N.B.A. or Nascar sells Nascar. This potentially means a flurry of city trademarks, city-blessed products, corporate names engraved on New York infrastructure.

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