The Branding of Places

Place branding counts among the most difficult of all types of branding. Shoestring budgets and critics from all quarters put these under pressure and under scrutiny. Having worked on a handful of such engagements, I have felt both firsthand. One place brand continues to be used after more than twelve years. Chile’s “Always Surprising” was originally intended for their exports but grew into the country brand. It even ended up as stamp.

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One for my home province of Manitoba did not have the same longevity. The brand committee selected a header we named for a category of creative work rather than one of the real taglines we authored. The strategic work was fantastic, the creative incredibly sophisticated and layered around the four seasons but the public and media could not abide the tag, “Spirited Energy”. It limped along for years but never caught on. We also rebranded the government’s image and that has been in use for close to ten years. I would have bet on Manitoba doing better than Chile but it was the exact opposite.

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The Frenemies of Reading

There are a few confessions in the following paragraphs. The first is, I was a mediocre student. Prescribed reading and set curriculum fired up my rebellious nature. Unfortunately, that meant denying myself the love of reading until my twenties. When I had choice of what I wanted to read, when I wanted to read it, it became a passion.

It is hard to know for sure but I estimate that I have read over 2,000 books. Many blogs and articles state that successful executives read over 50 books a year. I am now north of age 50 so suffice it to say, that if I averaged reading 50 books a year for 30 years then I have hit 1,500. I know it is more.

But it is not quantity. And, let me be provocative, it is not quality. It is what you pull out of a beautiful page of prose and it is how tightly you have held your nose when you read a stinker. Both offer equal value, if you get my drift.

The value is in the reading. It is the practice. It is the fun. It is the discipline. It is the sense of discovery. It takes you light years beyond learning. It is fireworks of enlightenment and understanding. It is fierce debate and collective understanding. It is an unexpected tear rolling down a cheek and a surprising chuckle that you cannot control. What we read moves us, can change our minds.

Both fiction and nonfiction are powerful vehicles, extraordinary time machines, and streaking spaceships. They take us on journeys.

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Does KFC’s Marketing Work?

A press release from September 4thgot me thinking. And that is saying something, given press releases to me are an archaic form of communications. It proclaimed:

KFC is offering a college donation to the first child born on the Colonel’s birthday (Sept. 9, 2018) named Harland…. As a birthday gift from the Colonel and KFC, the first baby Harland will receive $11,000 (in honor of KFC’s 11 herbs and spices, of course!) to go towards their college education, setting them up for future success.

It got me thinking about KFC’s marketing. Is it just a series of goofy events and preposterous merchandise or is there a deeper strategy? And is any of this activity truly helping sell product? Before I answer those questions, I have a revealing confession.

I love KFC.

The brand I mean. I eat the product only once or twice a year. It is a tradition on one occasion at my namesake golf tournament, The Swystonian Institute Golf Classic. On the kick-off night, we order up more KFC than we possibly can finish, then we finish it. It tastes fantastic, but one gorge generally holds me over for the year. In my youth, it was the best damn hangover food. I treasured it cold the next day.

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