New Brunswick’s rebranding effort is a result of considerable research and consultation with New Brunswickers.  The first phase was a comprehensive review and analysis of the consultations and findings of an independent task force, which included a series of consultation meetings that were conducted in both official languages in every part of the province. This research was aimed at developing an understanding of what residents believe it means to live in New Brunswick. 

Following the review of this research, consultation through brand audits with numerous New Brunswick business, community and political leaders was completed. This was done to better understand their views on the province, its people and its potential.

Formal research to evaluate the brand was completed inside and outside the province, among groups that are important to achieving the desired economic and social progress.

All the results of the research and consultations were assessed and analyzed, and served as the foundation for the development of the initial brand concepts – the themes that would define how the New Brunswick brand would be presented.