This morning during bagel and coffee time I read a story about my city and the strategy that some organizations are utilizing to promote tourism. According to the article one of the central themes is future. My first reaction was, huh? I get that any brand strategy needs to have some aspirational stretch in it, and the approach needs to be sustainable, but focusing on the unknown left me scratching my head.
Like many cities mine has yet to understand its mission, core values and essence. When people here or see the name of my city they the word mountains usually comes to mind. Yes we do have mountains just west of the city. In fact I can see them right outside my window as I write this post, but in the half century I have lived here I have never climbed a mountain in the city.
Tomorrow I leave for New Orleans, a city with a distinct identity. From the people to the culture, food and more, you know what you are going to get when you go there. You understand the essence of the city. What does your city stand for? How can the city recruit and retain brand champions if it has no identity, or is too aspirational? The same holds true for your organization.
Rex Whisman
Brand Champions Blog
Comments