A creative conversation between Des and Tina, Brandopia's mythical brand developers
At last week's glittering Gatwick Diamond Business Awards, celebrity guest speaker, Declan Curry, BBC presenter of the Working Lunch programme, was reported to have let slip his now infamous remark: "Crawley is a dump!"
TINA: Sadly, for this English town near Gatwick Airport, the internal reality is far removed from its external perception.
DES: A couple of years back I recall us having a creative conversation - Crawley: New Town New Culture - as to what Crawley's civic leadership needs to do about its negative image and reputation.
TINA: It seems our comments have fallen on deaf years.
DES: OK Tina, let's see if we can come up with a couple of specifics for the people of this deserving town.
TINA: Well, as it's all about the culture of the people of Crawley and its 'chav-central' identity, I would recommend kicking off with an annual civic event aimed specifically at the youth of the town - the 18 year olds - who are transiting into adulthood, by introducing them to not only their new rights as citizens but also to their new responsibilities.
A powerful annual ritual to help the next-generation young adults through a difficult and impressionable phase in their lives.
TINA: Then, I would piggy-back on the town's major asset: Gatwick Airport, which has over the years built a positive reputation - worldwide!
DES: Welcome to Crawley-by-Gatwick.
TINA: Inspired by Henley-on-Thames, Stow-on-the-Wold, Moreton-in-Marsh, Leamington Spa and Stratford-upon-Avon, to name just five places that have associated themselves with their major asset.
'Brand' the Marketect says:
"If changing your negative name proves too politically difficult, simply co-brand with your major asset and bask in its reflective glory.