Friday, February 11, 2005
No doubt, branding is an important component of economic development strategy. But most communities focus on branding and attraction too soon in the process. Branding is really one of the last steps in "strategic learning" about your region, not one of the first.
Because many EDPros move to branding too quickly, the exercise of branding focuses on graphics and logos, not the meaningful experiences that support an effective brand. In economic development, effective branding is grounded in the stories we tell about ourselves to ourselves and to others.
It seems that Spokane, WA is heading down the branding path too fast. The civic leaders have started out by focusing on "their problem": Nobody knows about Spokane. Read more.
Instead, their strategy would develop more clearly if they focused on the assets and opportunities that can drive their community forward. This exploration needs to go beyond the vapid ideas of "a great quality of life" or "a great workforce".
Cluster analysis can be a useful starting point, but the core challenge is to focus on the existing networks of business development in the region and how these networks can be strengthened.
posted by Ed Morrison |
links
Some Background on EDPro Weblog
The purpose of this weblog is to help economic development professionals -- EDPros -- keep up with the changes sweeping our profession. Strap on your goggles. It's a whole new game. There are no experts any more. The only place to learn about economic development is from other EDPros who are doing it.
One other point: the prevaling approach (paradigm, if you like) in economic development is shifting from competition to collaboration. There are a lot of reaasons underlying this shift, but here's the important insight: You, your community, and your region will do better by collaborating and sharing information.
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Speaking and workshops on Open Source Economic Development
As the idea of Open Source Economic Development starts spreading, more people are asking about it. Visit the I-Open web site to learn more. My colleagues and I are happy to explain the basic concepts in a talk or a workshop. E-mail Susan Alshuler if you'd like to learn more about workshops and speaking.
Background on Ed Morrison
Download some background information on me here.
Finding their way in Spokane
