Branding – apparently it’s not just smokin’ hot iron on critter hide anymore.
In decades past, a brand might have been a Bar K (–K), maybe a Lazy S (S ) or something even more deluxe, letter and symbol-wise.
Today, though, judging by the navel gazing going on in tourism and government circles, there may well be those who wish the term related to something so simple as marking cattle in the back 40.
We realize there is big competition out there for tourism bucks, but is reminding people to breathe really an aid to attracting tourists to Alberta? We’re not sure how many dollars went into Travel Alberta’s Remember to Breathe campaign, but… it took two years to develop.
Yes, in this part of the province, where we actually boast scenery that can take your breath away, that slogan/brand/mental image has some validity. In some parts of our province, though, say where flare stacks are burning off hydrocarbons, it may have a different connotation.
The trouble is, while there has been much discussion on brands and branding recently, locally and provincially, the messaging and end result is not always clear. Discussion of brand makes for a good seminar or speech, though.
At times, brand sounds like it relates to a slogan, sometimes it appears to be related to a logo, but generally it isn’t. Remember to Breathe sounds like a slogan, yet it isn’t, according to Travel Alberta – it relates to generating an overall impression/feeling/emotion for the experiences that can be had in the province. A brand isn’t for selling, that’s up to individual tourism providers.
Remember to Breathe, say Travel Alberta types, will help differentiate us from other provinces where, apparently, you don’t need to be reminded to breathe.
It’s an attention getter, a way of gaining an emotional response.
We’re not saying steps don’t need to be taken in attracting tourists to the Bow Valley and adopting brands, whatever that may mean to any given individual, group or organization, but it can also be carried too far.
Again, we’re not sure what kind of dollars go into our provincial government’s constant altering of brand/slogan, but it’s likely too much. But tinkering with brand/slogans is popular among provincial Conservatives. Even though they’re always in power.
Not a lot has been accomplished thus far under new Premier Alison Redford’s hand, but we do have a new slogan. Alberta Is Opportunity has now replaced the awkward and odd-sounding Freedom to Create. Spirit To Achieve. of Ed Stelmach’s regime.
Create/Achieve, of course, replaced Alberta Advantage, which was so joyously altered to Alberta Dis-Advantage by those angered by health care and education cuts, among other concerns.
One does wonder why every new government needs to alter a slogan, even if it has served well. In the end, is there much difference between Alberta Is Opportunity and Alberta Advantage, other than change for the sake of change and for a new government leader to put a stamp in place? Oops, maybe make that brand, rather than stamp?
When it comes to change for the sake of change, brand/slogan/logo-wise, we can jump right to the ludicrous and Conservative Senator Nicole Eaton, who would see our historic beaver replaced by the polar bear as a national symbol.
Ridiculous. What next, axe the Maple Leaf because pines may cover more hectares of our soil?
While the polar bear is mighty and majestic, no question, this nation’s history is connected to the fur trade, which meant the beaver. Beavers work hard, they are brilliant builders, can withstand our climate and they’re found pretty much everywhere – much like most Canadians.
