Marketing Currents - Business and Marketing Current Events

Lightfoot’s ‘authenticity’ to be center of plan to re-brand Chicago


Mayor Lori Lightfoot and her “authentic” personality will be a cornerstone of the plan to “rebrand” Chicago and help the city recover from the economic havoc wreaked by the coronavirus, the city’s chief marketing officer said Thursday.

Michael Fassnacht, a former commercial advertising whiz, donated his time to work on former Mayor Rahm Emanuel’s failed pitch to attract Amazon’s second corporate headquarters.

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Discussion Questions:

  1. What is a brand? Is the city of Chicago a brand?
  2. What is rebranding?
  3. Why is tourism important to the city of Chicago?
  4. How might a rebrand help the city to rebound from the economic challenges presented by the pandemic?
  5. What is authenticity? Based on information from this story, how and why might authenticity be an important part of the Chicago’s rebranding efforts? Be prepared to discuss your answers.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.