You Can’t Buy This…

Even though 4 out of 10 residents are new to Durham since 1990, community pride remains as strong as ever. A new, scientific poll in May and June by Catevo reveals that more that 80% of residents are proud or very proud of Durham with fully 1 in 3, very proud, a nearly 9 to 1 ratio over those at the other end of the spectrum.

The community pride is specific to Durham. By nearly 80%, Durham residents prefer to characterize where they live by the city or county with 22% using the general area or region.

It really isn’t possible to buy this allegiance but it also means branding the community can be a little tricky. Fortunately, the overarching brand appears to resonate. In less than two years, 79% of Durham residents have seen or heard, Durham Where Great Things Happen, the signature for the community’s overarching brand. Only 13% have not seen or heard the signature with 3.8% adamant. More than 97% of those aware of the signature believe it makes them feel more positive.