Mitt Moves into Old State House: Brand Image Impact

The Boston Globe is reporting that Mitt Romney is moving much of his staff and Commonwealth PAC into Boston's Old City Hall (pic). Living in Boston, I can tell you the Old City Hall is an historic building in the heart of the city. Romney previously had rented space in the Hancock building.

My personal view from a marketing/brand viewpoint, is that the Old City Hall provides a more established, statesman, historic aura - all located in the heart of the city, literally 200 yards from the Boston Common and the site of the "Boston Massacre". The Hancock tower on the other hand, a building laden with financial and consulting firms in the ritzy Back Bay, lent more of a rich, country-club republican aura. Small things, but sometimes they make an impact.