DT #678 Why Authentic Branding Matters in Economic Development
Develop This: Economic and Community Development
Release Date: 09/02/2026
DT #678 Why Authentic Branding Matters in Economic Development
Develop This: Economic and Community Development
What role does marketing play in shaping a region’s economic future? In this episode of Develop This!, speaks with about her unique path into economic development and how her background in communications and marketing has influenced her approach to regional growth and leadership. Jennifer shares how authentic branding, strategic messaging, and stakeholder engagement have become essential tools for attracting investment and strengthening regional identity. She explains why communities that clearly communicate who they are—and what makes them unique—are better positioned to compete in...
info_outline
DT #679 Demystifying the Fed: Economics, Financial Literacy, and Community Impact
Develop This: Economic and Community Development
What does the Federal Reserve actually do—and why should local communities care? In this episode of Develop This!, speaks with , Senior Vice President of the Louisville Branch of the Federal Reserve Bank of St. Louis, to demystify the Federal Reserve and explore its role in shaping the U.S. economy. Seema explains how the Federal Reserve System operates, the unique role regional Reserve Banks play in monetary policy, and why local economic insights are essential to national decision-making. She also addresses some of the most common misconceptions about the Fed and its independence from...
info_outline
DT #680 Inside America's Largest Data Center Project With New York Times Reporter Eli Tan
Develop This: Economic and Community Development
What happens when a massive data center project moves forward at unprecedented speed? In this episode of Develop This!, sits down with , New York Times reporter, to explore the scale, speed, and controversy surrounding Meta's massive data center project in Louisiana. Eli discusses how quickly the project moved from site selection to construction, why Louisiana was chosen, and the role of secrecy and NDAs in the development process. The conversation also examines community reactions, economic benefits, environmental concerns, and the growing tension between attracting major investments and...
info_outline
DT #676 Why Lifelong Learning Matters in Economic Development
Develop This: Economic and Community Development
What happens when an unconventional career path leads to economic development? In this episode of Develop This!, speaks with about his journey from code enforcement and cybersecurity into the world of economic development—and the unique perspective that transition has given him. Brian shares how collaboration, continuous learning, and a willingness to embrace new challenges helped shape his career. Along the way, he offers practical insights on building confidence, overcoming imposter syndrome, and developing strong professional networks. A major focus of the conversation is neurodiversity...
info_outline
DT #675 How Surprise, Arizona Became a Retail and Growth Success Story
Develop This: Economic and Community Development
What happens when creativity, community engagement, and data-driven strategy come together in economic development? In this episode of Develop This!, speaks with , Economic Development Director for Surprise, Arizona, about the city's rapid growth and the innovative approaches helping shape its future. Jeanine shares how Surprise has successfully attracted major retail investments, including projects like Costco and The Village at Prasada, while maintaining a strong focus on community needs and quality of life. A major theme throughout the conversation is the importance of listening. Jeanine...
info_outline
DT #677 Inside America's Largest Data Center Project With Rob Cleveland
Develop This: Economic and Community Development
What happens when a $50 billion data center investment comes to a rural region? In this episode of Develop This!, sits down with to explore the economic and community impact of Meta's massive data center project in northeast Louisiana. Rob discusses how the project is creating jobs, expanding infrastructure, supporting local businesses, and creating new opportunities throughout the region. He also explains the site selection process and how communities can prepare to attract transformative investments. The conversation also addresses common concerns and misconceptions surrounding data...
info_outline
DT #673 Navigating Uncertainty in Site Selection and Facility Investment
Develop This: Economic and Community Development
What does the future hold for facility investment in an increasingly uncertain economy? In this episode of Develop This!, speaks with , a veteran site selection consultant with more than 35 years of experience, about the challenges and opportunities shaping investment decisions today. Jerry shares why many companies are taking a more cautious approach to expansion, navigating economic uncertainty, shifting market conditions, and evolving business priorities before committing to major projects. A major focus of the conversation is artificial intelligence and its growing role in site selection....
info_outline
DT #674 From Shipping to Economic Development: Bill Cronin’s Leadership Journey
Develop This: Economic and Community Development
What does it take to manage rapid growth while preserving the character of a community? In this episode of Develop This!, speaks with about his unique career journey from international shipping to economic development and the strategies driving growth in Pasco County, Florida. Bill reflects on how economic development has evolved over the years, shifting from traditional business attraction efforts to a more comprehensive focus on workforce development, community engagement, quality of life, and long-term sustainability. A major focus of the conversation is Pasco County’s rapid growth and...
info_outline
DT #671 Why Does Everyone Hate Data Centers? A Balanced Look at the Debate
Develop This: Economic and Community Development
Why are data centers generating so much debate in communities across the country? In this episode of Develop This!, sits down with to kick off a brand-new series exploring one of the most controversial topics in economic development: Why Does Everyone Hate Data Centers? Rather than taking sides, Dan encourages communities to ask better questions before making decisions. He explains why the conversation shouldn't simply be about saying "yes" or "no" to data centers, but about understanding their long-term impacts, evaluating tradeoffs, and ensuring projects create meaningful value for local...
info_outline
DT #672 Inside the 2026 IEDC Annual Conference: What to Expect in New Orleans
Develop This: Economic and Community Development
What can attendees expect from the 2026 IEDC Annual Conference in New Orleans? In this episode of Develop This!, sits down with , President and CEO of the , for an exclusive preview of the 2026 IEDC Annual Conference in New Orleans. As IEDC celebrates 100 years of economic development, Nathan shares how this milestone event will honor the profession's rich history while focusing on the innovations shaping its future. The conversation explores why New Orleans was selected to host the centennial conference and how the city's resilience, culture, and economic transformation make it the perfect...
info_outlineWhat role does marketing play in shaping a region’s economic future?
In this episode of Develop This!, Dennis Fraise speaks with Jennifer Wakefield about her unique path into economic development and how her background in communications and marketing has influenced her approach to regional growth and leadership.
Jennifer shares how authentic branding, strategic messaging, and stakeholder engagement have become essential tools for attracting investment and strengthening regional identity. She explains why communities that clearly communicate who they are—and what makes them unique—are better positioned to compete in today’s economy.
A major focus of the conversation is the evolving role of economic development organizations and the importance of aligning long-term strategy with day-to-day execution. Jennifer discusses organizational transformation, leadership, and the challenge of balancing immediate opportunities with future goals.
The discussion also explores how emerging trends such as AI, digital transformation, and data center investment are reshaping regional economies and creating new opportunities for growth.
Throughout the episode, Jennifer highlights the importance of adaptability, collaboration, and authenticity in both leadership and community branding.
Key Takeaways
-
Authentic branding strengthens regional competitiveness
-
Marketing is a core function of modern economic development
-
Strong stakeholder engagement supports long-term success
-
Leaders must balance strategic priorities with daily execution
-
AI and data centers are influencing regional growth strategies
-
Adaptability and communication are essential leadership skills
-
Clear regional identity helps communities stand out in a crowded market
Key Topics Covered
-
Jennifer Wakefield’s journey into economic development
-
Communications and marketing as economic development tools
-
Regional branding and stakeholder engagement
-
Organizational transformation and leadership
-
AI, data centers, and digital growth trends
-
Balancing short-term opportunities with long-term strategy
Sound Bites
-
“Land in economic development like a Monopoly game.”
-
“Two days are always different in economic development.”
-
“Authenticity is critically important in branding.”