Of course, it's neither...but that doesn't prevent the media (and the comment gallery) from ridiculing those behind the critically important work that goes into identifying a destination's uniqueness and then creatively encapsulating it into, what my friend Marsha Lindsay calls, an "executive summary" of the product.
So, when my friends in the Destination Marketing world ask me how they should roll out their new brand to the local community, I smile and say, "tell no one." Really...I know it's real tempting to show everyone what you made in shop class...but, it's just gonna attract the trolls.
Instead, I encourage my all my friends to softly incorporate the new brand online and in print...and then credit it with the growth in visitation the following year. Unfortunately, most of us have a hard time with delayed gratification.
Visit Mankato has just launched its new brand (facilitated by another friend, Bill Baker of Total Destination Marketing) and they took a different tack. They produced a video explaining the essence of the attributes that support the brand and how the logo and tagline support them.
Even more importantly, they utilize a number of community faces to support the new brand promise. Faces that will underscore the support that key community figures already have for the new brand.
And, that should slow the peanut gallery from attacking the sensational work that went behind a brand that so works.
Kudos to Anna, her Board and Bill. Well played.