A conversation between Des & Tina, Brandopia's mythical brand developers:
DES: Last Sunday's American Super Bowl has exploded into a mega global event.
TINA: In marketing and media circles, the TV commercials at $2.4 million a pop have become as big a talking point as the game itself.
DES: But what interests me more is how well the host city - Florida's Jacksonville promoted itself to a worldwide audience.
TINA: To tell you the truth, I was very impressed with its bi-focused brand strategy.
DES: Me too. Its local focus as Florida's First Coast was dramatised when some 5 super cruise ships were anchored along its coastal waters providing much needed accommodation for the hordes of visiting football fans.
TINA: But what really got my attention was the birth of a potential global focus - a big brand idea for this ambitious City.
DES: Wow! Tell me more!
TINA: Well, you know the City featured one of its famous sons - Ray Charles - who overcame his handicap of being blind since childhood to become a global singing superstar.
DES: Yes, the pre-game TV coverage as well as the stadium screens showed many images of the great man. But how can one iconic human being make such an impact?
TINA: Well, one of the great global social contradictions today, is the status of humans who have some form of physical or mental handicap.
DES: I agree. And I would add to that list of disadvantages certain aspects of age, gender, race, social class, and religion.
TINA: So Jacksonville or Jax as it's affectionately called, is uniquely positioned to become the global champion for those saddled with a so-called disadvantage but who wish to triumph over their handicap.
DES: This came over loud and clear during the half-time show which featured an ensemble of cute handicapped kids. But how would you communicate this brand concept with a simple phrase or slogan?
TINA: The JAX Advantage: Where every Dis-advantage is an Advantage!
'Brand' the Marketect says:
"Find the germ of your big brand idea in your history, geography, or people. Then develop a future-focus by aligning your brand with a single cultural, social, political, environmental, or economic contradiction or disruption. Finally, build your destination's big brand idea by fully-integrating tourism with inward investments and exports."
