FC NOW: The Fast Company Weblog
November 21, 2005
Pitching Place
Every so often, an active business community or region will try to rebrand or reposition itself. And sometimes, outsiders will apply a brand to a community or group of communities. Case in point: Fast Company's recent Fast Cities package.
Late last week, the New York Times ran a piece on Atlanta's recent efforts to come up with a tagline. FC's tagline used to be "How Smart People Work." Does your company have a tagline or one-line organizational pitch? Does where you live and work?
Atlanta's efforts to date swing from laughable to laudable, and what they settled on doesn't quite sing to me. How do you think communities could best approach this exercise?
Posted by Heath Row at November 21, 2005 4:51 PM | Category: sales + marketing |
2 Comments
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Heath
We have used 'We run errands for you' for a while for our new jersey concierge service but after thinking that not everything one does is based on efficiency and being utilitarian, we now use sometimes 'We do the heavy lifting so you can work or play better'.
Sometimes media rebrands you as well. A recent article tagged us 'Butler for Hire'.
Serge
http://www.njconcierges.com
http://www.montclairconcierges.com
Blog:
http://www.sergetheconcierge.typepad.com
There's also the "three O's Atlanta logo associated with the "new Atlanta brand". I rant/rail and point to some other bloggers mocking Atlanta's rebrand here -- http://shotgunconcepts.blogspot.com/2005/10/shermans-branding-to-sea.html