New branding for Alabama's business

The Alabama Department of Commerce has a new business-to-business brand for the state: Made In Alabama. The new branding was unveiled Tuesday morning in Montgomery.{} The brand launch is backed by the introduction of the Department's new website,{} Commerce representatives say the site tells Alabama's economic development story through sharable news content.The branding and marketing initiative resulted from a set of recommendations included in Accelerate Alabama, the Strategic Economic Development Plan presented by the Economic Development Alliance of Alabama and adopted by Governor Robert Bentley in January of 2012."Accelerate Alabama called for us, through the Department of Commerce, to develop a strategic and effective marketing plan for reaching site consultants and company representatives from across the world," Governor Bentley said. "Made In Alabama answers that call and goes one step further by reminding people here at home that we have a lot to be proud of."Proof of Alabama's recent economic development accomplishments was also announced Tuesday when Governor Bentley shared the Department of Commerce's 2012 New and Expanding Industries report. The report shows a 32 percent increase year-over-year in capital investment in the state of Alabama from new and expanding industries. In 2012, companies announced $5,405,382,649 in investment and 20,847 new jobs coming to Alabama.Stories of many of the companies and industries delivering these jobs to Alabama can be found at, which centers around original and aggregated news content in topics including manufacturing, workforce, innovation and infrastructure. The website builds on a growing global marketing trend in which brands are becoming online publishers in order to increase engagement with their customers. Stories are written in a journalistic style, going far beyond the traditional press release-filled newsroom to include articles that people not only want to read but also share across social platforms. What makes the department's online news content unique is that rather than boosting a brand, this content is telling the story of a state and coming from an authoritative and unbranded source: the Alabama Department of Commerce.Stories initially featured on the website include an in-depth look at efforts to recruit Airbus suppliers to support the aviation giant's first U.S. manufacturing plant, set to break ground in Mobile in April; an article about almost-complete Interstate 22 in northwest Alabama and how it is creating opportunity for growth in rural counties; a story and photo gallery about Alabama's 24-hour Hyundai auto plant; an examination of research activities at Huntsville's HudsonAlpha Institute for Biotechnology; and even an article about a unique candy manufacturer in Birmingham that is shipping its products to more than 50 countries across the globe.