Earlier in the year, along with my Opinionated Marketing colleagues, I worked on a branding project for an economic development agency. We came up with what our client agreed was a great idea for an approach, and a tagline that hit the mark in terms of branding the region - there was consensus that we'd really aced the region's essence.
Since the development agency covered many different sub-groups, over a wide and quite diverse (economically, culturally, and socially) geography, we all understood that the branding would take a while to be implemented.
Curious just now about whether anything had happened, I googled our tag line. Sure enough, one of the sub-groups has adopted it and is now featuring it prominently on its web site and positioning.
It's hard to explain how good it felt to this die-hard marketer to see that tag line out there.