Excerpt: “The history of policing is replete with periods of controversy and reconciliation. Like other professions, it evolves based on changing expectations, societal shifts, and major events. Confidence in and support for police has alternately soared and suffered, largely in reaction to highly publicized major events. … Rebuilding this confidence requires concerted, consistent, and widespread commitment to engaging communities in partnerships to change police practices. What does all of this have to do with a guide on police branding? Everything. While brands have logos and tag lines and other tangible evidence of their identities, branding is more than that. Branding encompasses the intangibles—the experiences, beliefs, and feelings a product, service, or organization evokes from people”
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