New Castle brand fits like an old pair of Levis |

New Castle brand fits like an old pair of Levis

NEW CASTLE – Like the patch on the back of a favorite pair of Levi’s, the town now has its own brand patch that boasts “New Castle – Authentically Colorado.”The idea to establish a brand name came from the Envision Colorado committee and the New Castle Area Chamber of Commerce.”If you don’t establish an identity and brand yourself, someone else will,” said Jim Stevens, who is in charge of special projects for the town. “We needed to establish who we are and where we wanted to go.”The idea of the leather patch came from a marketing firm, Lance Jackson & Associates, of Denver, which specializes in branding and marketing.The new patch will be launched at Burning Mountain Days in July and will be featured on banners, street lights, directional signs and stone monuments, according to Stevens. It will also be on the town’s stationery and web site. Key chains will also be sold as a fundraiser for Burning Mountain Days.The new brand was introduced to the chamber of commerce last week and met with approval.”We haven’t had one person who didn’t like the idea and we had 300 different suggestions,” Stevens said. “The idea is when you think of Colorado and the mountains, what do you think of? It’s more than a logo – branding is identifying yourself and what the expectations are going to be.”Like your favorite pair of Levis.

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