Broome is Good

Broome county contains many municipalities and local residents were very against being defined as people from Binghamton - Broome county's largest municipality. Often if mistaken as someone from Binghamton, there would be a stern correction "no i'm not from Binghamton, i'm from Endicott, or Endwell...other municipalities. There was true distain for the large city. But, to the business community and organization leaders, the region is known as Greater Binghamton. So there was resistance to abandoning the Greater Binghamton name for this program in fear that would not be recognizable to the masses.

We forged ahead in focusing on the actual county name - Broome. Broome is a great word, it is short, it is cool, it is easy to remember, and unites all but taking away the negative association that locals feel about the city of Binghamton. This also neutralized the situation with business leaders for the word Broome is understood from a logistical and factual business aspect. All in all, the choice of Broome as the headliner for the brand was truly the perfect solution to align both residents and leaders get behind this exciting new program.