Another Place Brand Produces Skeptics

First, it was New Jersey.  Then it was Atlanta. Now it's the state of Washington.  "Say WA" is the tagline of the state's newest effort to bring tourists to the state.  But reaction has been widely panned, inspiring "more quizzical stares than applause," according to the Seattle Post-Intelligencer. 

The campaign recalls last year's efforts to brand New Jersey, which resulted first in "New Jersey: We'll Win You Over" (too defensive, charged the critics), then in "New Jersey:  Come See for Yourself (hardly more self-assured, said the still-not-satisfied pundits).  Both slogans, however, were better than those submitted by citizens which included, "New Jersey: Got a Problem With That?" and "Most of Our Elected Officials Have Not Been Indicted."

Place branding is the hardest assignment a marketer will ever get.

  

Ed Burghard, April 12, 2009

I want to make you aware of a new place branding community of practice at www.strengtheningbrandamerica.com It is an educational site for your economic development professionals responsible for marketing your location. The intent is to share best practices and insights as a way to improve the overall quality of place branding in the U.S.. I hope you will make your members aware of the community of practice.

Link: www.strengtheningbrandamerica.com

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