A creative conversation between Des and Tina, Brandopia's mythical brand developers
DES:
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.
DES:
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.
