Jack Yan
Global  |  Leadership  |  Experience  |  Media  |  Videos
Blog  |  Contact
 
  You can’t beat Wellington. Subscribe to my Facebook page Join my page on Facebook Follow me on Twitter Follow me on Drivetribe Follow me on Tumblr Follow me on Linkedin Follow me on Weibo Check out my Instagram account Follow me on Pinterest Subscribe to my blog’s RSS feed  

 

Share this page




Quick links


Surf to the online edition of Lucire





Add feeds



Get this blog via email
Enter your Email


Powered by FeedBlitz

Enter your email address:


Delivered by FeedBurner



 

The Persuader

My personal blog, started in 2006.



« | »

21.10.2010

Wellington needs a new brand for a new decade

A very good Vista Group luncheon (Jim, Natalie, self), where we discussed: the Gap rebrand; The Hobbit, unions and the BNZ Centre boilermakers’ strike; and my mayoral campaign.
   On the first topic, we concluded that it was down to a simple cock-up. None of us could see any reason for the Gap to rebrand (was there a change of strategy, management, or trend?) though we did see a reason for Wellington to do so.
   ‘Absolutely, positively Wellington’ has been with us for 20 years. I remember when it was first released, all set in Perpetua Bold, adorning the new office of the Wellington Chamber of Commerce after its shift from Church Street. As Jim pointed out, it was a contrast to the negativity that Wellingtonians had about our city’s own image, as typified by TV shows such as Gliding on: drab, grey, and full of civil servants.
   The one event that might have given us a bit of a boost was Sesqui. And what a disaster that turned out to be: an event that never began.
   I said as much when we discussed the arts and cultural side to Wellington during the campaign. The brand, Mayor Prendergast mentioned, was revamped when she took office. Nine years on, I think we need to move on again: that Wellington’s brand does not reflect our city’s passions.
   Every brand must be inclusive. It must also differentiate. There are many people in the ICT sector, who are an important part of Wellington, who need to be included. We have fashion designers and event producers, who thrive on the notion that Wellington is the most creative city to be in. When the former mayor said that we were now also the culinary capital, I said that we had to define that by way of our city’s creative manna: not just the culinary capital, but the culinary arts’ capital. Everything we do seems to be underpinned by this idea of putting in that extra zing, whether it’s my oft-quoted example of Silverstripe or the quality behind Mojo Coffee.
   There is work to be done, and I’d love to engage with Wellingtonians on getting some kind of framework down for a 2010s city brand. The campaign may be over, but it’s only highlighted the things that need to be done. Let’s start with the strategic ideas and work our way to the operational.

Related posts

One Response to ‘Wellington needs a new brand for a new decade’

  1. […] 2013 campaign, and I first raised it at The Dominion Post–Massey University debate in September. (It turns out I also blogged about it in 2010.)    Let’s just say it was a topic that concerned me—as well as many other […]

Leave a reply