City's new brand must be durable
HOW much longevity is there in a brand identity? Heinz's 57 varieties; Kit Kat's 'Have A Break' and Loreal's 'Because you're worth it' have all stood the test of time.
Some famous products have dropped their once familiar slogans. KFC is no longer 'finger-lickin' good' but simply 'so good'.
Mars bars still help you 'work, rest and play' but the chocolate bar is now also 'pleasure you can't measure'.
Some cities and towns are lucky to have age-old identities that should never be changed.
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Oxford will always be 'the city of dreaming Spires'. New York will always be the 'city that never sleeps'.
Edinburgh was recently panned for its cumbersome 'Incredinburgh' campaign. Marketing Edinburgh was widely ridiculed for trying to attract visitors to the city with slogans such as 'paint the town redinburgh' and 'shop here insteadinburgh'.
The brand was rightly panned as clunky and meaningless.
Plymouth has struggled to maintain a lasting identity and slogan. It was once the 'City of Discovery' – mischievously changed to City of Disco on road signs.
After that slogan became dated, Positively Plymouth was introduced in 2011 as a brand that aimed to stand the test of time. Part of the concept behind the identity was to unite the city in celebrating its many attributes – while also selling them to the outside world.
At a time when the city won the prestigious Americas Cup World Series and the British Art Show, it could be argued that the brand worked.
But the slogan has already been quietly dropped as the city works on a new identity under the Destination Plymouth umbrella.
The exact brand is yet to be revealed but it is more than likely to make the most of Plymouth's great maritime history as well as focussing on its huge future potential as a centre of marine industries and waterside activities.
It's hoped the new brand will truly reflect how great Plymouth is as a place to live, work and visit.
Positively Plymouth failed by actually not being positive enough. The concept didn't shout to the outside world about why our city is great and was greeted with cynicism by many of its residents.
Plymouth's new slogan doesn't need to be too clever – it simply needs to be simple, credible, memorable and – above all – durable.