Editing Pensacola branding initiative
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The subject was the focus of an [[IHMC]] lecture by Carol Coletta of [http://www.ceosforcities.org/ CEOs for Cities]. According to Coletta, "A city brand has to be felt through the community as a shared story. … There are obvious economic and social benefits for those who do it right. But if you make a mistake or don't do it well, the people in that town will give you hell."<ref>"Expert: Cities can benefit from finding their 'brand.'" ''Pensacola News Journal'', December 13, 2006.</ref> | The subject was the focus of an [[IHMC]] lecture by Carol Coletta of [http://www.ceosforcities.org/ CEOs for Cities]. According to Coletta, "A city brand has to be felt through the community as a shared story. … There are obvious economic and social benefits for those who do it right. But if you make a mistake or don't do it well, the people in that town will give you hell."<ref>"Expert: Cities can benefit from finding their 'brand.'" ''Pensacola News Journal'', December 13, 2006.</ref> | ||
− | The Chamber hired Coletta's Memphis-based firm [http://www.smartcityconsulting.com/ Smart City Consulting], along with [http://www.gostonemantel.com/ Stone Mantel] of Colorado Springs, to study the Pensacola area and create a new "brand" for the city. Members of both firms traveled to Pensacola several times and held a series of ''[[Wikipedia:Charrette|charrettes]]'' in May 2007 to gain input from citizens. | + | The Chamber hired Coletta's Memphis-based firm [http://www.smartcityconsulting.com/ Smart City Consulting], along with [http://www.gostonemantel.com/ Stone Mantel] of Colorado Springs, to study the Pensacola area and create a new "brand" for the city. Members of both firms traveled to Pensacola several times and held a series of ''[[Wikipedia:Charrette|charrettes]]'' in May 2007 to gain input from citizens. |
− | Local advertising executive [[Jane Birdwell]] | + | Local advertising executive [[Jane Birdwell]], whose firm [[BPM]] helped with the brand rollout, said of the endeavor, "The branding process gives people an opportunity to talk about their passions, what they love about this city, what their life experiences are here. Because while we might have issues with things and areas to improve, by and large we're all here because we love this place."<ref>"Branding Pensacola." ''Pensacola News Journal'', May 27, 2007.</ref> |
Chamber president and CEO [[Evon Emerson]] said of the project, "This may well be the most important initiative undertaken during my service to the chamber. From an economic perspective, it will help us recruit and retain quality businesses and talented individuals. From a community perspective, it will help us define who we are now and who we want to be in the future."<ref>http://developmentmarketing.blogspot.com/2007/05/branding-pensacola.html</ref> | Chamber president and CEO [[Evon Emerson]] said of the project, "This may well be the most important initiative undertaken during my service to the chamber. From an economic perspective, it will help us recruit and retain quality businesses and talented individuals. From a community perspective, it will help us define who we are now and who we want to be in the future."<ref>http://developmentmarketing.blogspot.com/2007/05/branding-pensacola.html</ref> | ||
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In a viewpoint published in the ''[[Pensacola News Journal]]'' after the initiative was announced (but before details were announced), [[Ron Melton]] criticized the Chamber for "fretting too much about the lack of a superficial advertising identity and not doing enough to create a better education system, a cleaner environment and utilization of smart growth."<ref>Ron Melton. "Forget branding -- just get it done." ''Pensacola News Journal'', May 16, 2007.</ref> A later editorial by the ''News Journal'' called the Chamber's effort "a serious one" that "has focused on the right things, beginning with our 450-year history."<ref>"'Branding' can work when it's real deal for community." ''Pensacola News Journal'', September 7, 2007.</ref> | In a viewpoint published in the ''[[Pensacola News Journal]]'' after the initiative was announced (but before details were announced), [[Ron Melton]] criticized the Chamber for "fretting too much about the lack of a superficial advertising identity and not doing enough to create a better education system, a cleaner environment and utilization of smart growth."<ref>Ron Melton. "Forget branding -- just get it done." ''Pensacola News Journal'', May 16, 2007.</ref> A later editorial by the ''News Journal'' called the Chamber's effort "a serious one" that "has focused on the right things, beginning with our 450-year history."<ref>"'Branding' can work when it's real deal for community." ''Pensacola News Journal'', September 7, 2007.</ref> | ||
− | ''[[Independent News]]'' | + | The ''[[Independent News]]'' parodied the magnets in their 2007 "Best of the Coast" issue, joking that "if you see the six words … enough and speak them over and over again, then the Pensacola area will become those words. It's called 'branding.'"<ref>[http://www.inweekly.net/article.asp?artID=5911 Best of the Coast 2007], ''Independent News'', October 18, 2007.</ref> |
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==Cost== | ==Cost== |