A creative conversation between Des and Tina, Brandopia's mythical brand developers
DES: It's been some 5 years since South West England region launched their 'It's in our nature' branded campaign based on a 'quality of life' premise.
TINA: But when Channel 4 TV recently broadcast the best (and worst) places to live in Britain, only the region's West Dorset managed to creep into the Top Ten.
DES: Channel 4's main criteria comprised 5 quality of life factors: crime, environment, lifestyle, education and employment.
TINA: On that premise, places within South West England should not only have claimed leadership of the Top Ten but they should also have dominated much of the league table.
DES: And to make matters worse, when the Campaign to Protect Rural England published its Tranquility league table, yet again, the South West failed to dominate (See Footnote: Slough).
TINA: But this time faring marginally better, with two of its counties - Devon and Wiltshire - making the Top Ten, although England's North East region claimed leadership, with one of its counties - Northumberland - scooping the No 1 spot.
DES: A clear sign that South West England's brand strategy should be urgently reviewed and revised.
TINA: I fully agree. And blaming it all on the brand execution is totally misplaced.
DES: So give me a sense of where you would begin the re-branding process.
TINA: Well, I would start by taking a closer look at the various quality of life factors to see if I could ID a big brand idea - I would be looking for a much more narrowly-focused idea but with a big future.
DES: So you wouldn't throw the baby out with the bathwater?
TINA: Not at all. The region is still the most popular destination for urbanites wishing to quit the rat-race. It's just a question of fine tuning the quality-of-life concept - a sort of re-focusing - where South West England has a unique strength and capability within the overall competitive arena.
'Brand' the Marketect says:
"Less is more. When you narrow your focus you paradoxically widen your audience. But when you try and reach almost everyone, you sadly end up reaching almost no one".
Footnote:
Slough, an urban conurbation in the English county of Berkshire came bottom of the Tranquility league table. And to add to its misery, the town also made it into Britain's ten worst places for yob culture. So is there any hope for Slough? Find out by clicking here.
