A research-based project

The Communauté métropolitaine de Montréal (CMM) developed Greater Montréal’s brand image as part of its economic development strategy for the region.  It is based on solid research conducted among many of the region’s business and community leaders.  Contributions from a steering committee made up of representatives from economic, cultural and tourism agencies enhanced the efforts to develop and create the brand.

Central to the elements that define the region’s brand image are the views of citizens who are deeply attached to Greater Montréal. Some 100 men and women, representing over 70 Greater Montréal organizations, companies, events and industries, contributed to this creative process with the generosity and openness typical of the region.

The creative process for developing the brand image drew on findings from numerous focus groups, one-on-one interviews and presentations. A Web survey (french only) (PDF - 25 ko) of Greater Montréal residents was also conducted. Research results served to validate the brand’s personality and define its distinctive tone and style.

Each stage of the project was validated by the CMM’s Commission du développement économique, des équipements métropolitains et des finances, which recommended that the CMM’s governing body adopt the brand.