MI2's Branding Strategy Group: Enhancing Perception, Driving Innovation, and Positioning for Excellence

By: Bob Eviston, MI2 Board Member, Metals Leadership Council Member, Head of Branding Strategy Group

[Image: Bob Eviston]

The Branding Strategy Group of MI2 is dedicated to sharing the metals industry’s story. Our mission is to enhance public perception and understanding, both within and outside of Kentucky, ultimately establishing Kentucky as a leading destination for metals innovation.Promoting the Kentucky Metals Industry is core to the MI2 mission. By showcasing our achievements, our capabilities, and the immense potential for innovation within our state, we can attract talent, investments, and collaborations from within Kentucky and beyond. This, in turn, fosters economic growth, drives job creation, and strengthens the overall competitiveness of our region. Moreover, by sharing our story, we can dispel any misconceptions or outdated perceptions about the metals industry in Kentucky. Many are unaware of the transformative advancements and cutting-edge technologies that have revolutionized the sector. It is our goal to change the narrative to reflect the vast opportunities that exist in our sector.The story of the Kentucky metals industry allows us to highlight the skills and potential of our workforce. Our skilled laborers, engineers, researchers, and entrepreneurs are the backbone of our industry, driving innovation, productivity, sustainability, and efficiency. By showcasing their expertise and passion, we can inspire the next generation of talent to join our ranks and ensure a prosperous future for the industry.Sharing our story beyond state borders enables us to attract investment, forge new alliances, and create a network of stakeholders who share our vision for a thriving metals industry.In our first year, we have used venues like the IdeaFestival in Bowling Green hosted by Western Kentucky Universityand our Bus to Business pilots with the Kentucky Chamber of Commerce at Nucor and at Logan Aluminum to see how our story of the metals industry resonateswith young people.We have used venues like the University of Kentucky’s Kentucky Innovator Challenge, the Kentucky Cabinet for Economic Development’s KY Innovation webinar series,and the Elizabethtown-Hardin County Industrial Foundation Facility Managers Meeting to share those messages with broader economic development, corporate, and academic communities.And we are excited as we round out our first year to share that message further with our new MI2 Metals Innovation Search, our inaugural MI2 Annual Conference on “The Factory of the Future” in Louisville in September, and the forthcoming Kentucky Metals Industry Guide we are working on with the Kentucky Cabinet for Economic Development.We look forward to building on these first-year projects in the year ahead and having many of your partnership as we do so.The Branding Strategy Group is dedicated to unveiling Kentucky’s metals industry. Through storytelling and strategic communication, we will continue to enhance public perception, help drive innovation and work towards positioning Kentucky as a premier destination for metals.