Mining a Brand

Nevada, known as the Silver State, actually mines more GOLD than any other state in the nation. Gold mining in Nevada is a major industry. Producing nearly 80% of all the gold mined in the United States, Nevada is one of the largest sources of gold in the world. This is significant in Defining Reno, as it contributes to the economies of the State, County, and City. Mining is in our history; it’s a pillar of our brand.

John Mackay Statue, University of Nevada
Statue of John Mackay at the University of Nevada. Created by Gutzon Borglum and dedicated in 1908.

In 2007, mining contributed $5.4 billion to the state’s economy, $4.2 billion of that was from gold mining. Two of the top 10 active gold mines in the world are in Elko, just 289 miles east of Reno. The second largest gold mine on Earth is the Cortez Gold Mine in the Lander and Eureka Counties.

The mining-engineering program at the University of Nevada, established in 1886, is a representation of northern Nevada’s rich mining history. The founder John Mackay was one of the developers of the Comstock Lode silver deposit in Virginia City. Nevada’s Mining and Metallurgical Engineering program is only one of 13 in the United States. It’s a big deal.

It’s important to identify all these variables that contribute to the brand of Reno. Whether the information creates a big or small impact in your mind, the brand is the overall collective feeling we associate with something. Our brain puts all these things together and assigns a feeling. This affect is where the brand lives.

If you’re interested, I recommend articles on branding, design, and communications on twitter. Please follow me @paulkleinreno.

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