DES: The Australian city of Melbourne, the capital of the State of Victoria, has recently re-vamped its corporate identity to reflect its diversity, innovation, sustainability and liveablity according to its Lord Mayor.
TINA: In other words, it now stands for everything but its cultural source code.
DES: At $240K for a single letter M - even a high-tech one at that - Melbourne seems to have come-down with a bout of 'Initialitis', first spotted in Middle England in the county of Nottinghamshire.
TINA: Melbourne, has a once-in-a-lifetime opportunity of taking its cultural source code and spinning it into a global powerhouse.
DES: But first it has to abandon its pretensions of trying to be everything to everybody.
TINA: Only then will 'The Burn Be Back' ...on-code and on-brand.
'Brand' the Marketect says:
Your target is not the market.
So go ahead and keep your focus on a single big brand idea and you'll paradoxically attract a wider audience.