NO SLOGAN REQUIRED
We see ODT is voicing its campaign using the word “brand”, despite taking the front page today to push slogans mostly. Hmmph.
The slogan search was a bit of fun but comes at the cost of exposing the negative self-deprecatory ‘irishness’ of the place.
More than that, helpfully, it shows some of the wider demographics of people’s exposure to what Dunedin might seem like during a dull, chilly summer, or what their memories are of the city having the hit the wider world in adulthood. Some childishness enters the fray of sloganism.
Users of the internet demonstrate how widely the debate is cast, and how lively the medium is for brainstorming, discussion and famous last words – in which Dunedin comes to resemble hapless prey, underscored by truths, comparisons and denials of sorts.
One thing is clear from the battery charge of slogans online, in particular (!!!!), Dunedin is sufficiently well regarded as ‘being’ its own place – otherwise, it would have attracted little or no comment at all.
Dunedin always has something to do with learning, leaving and the test of arriving with little known, until you get past the glint in its eye.
Cloyingly, in business it appears to have lots to do with OBHS. There’s room to explore the city’s identity through other mirrors and charms, make that soon, make that comprehensive.
For these days in the news we’re saying we’re debt funded here to an unholy degree. We are for this matter on watch to emerge, we hope, without deep scars, parochial chips on shoulders – divorced from our good side.
### ODT Online Thu, 14 Jan 2010
City brand search hots up
By David Loughrey
Dunedin’s plan to develop and launch a new brand for the city has sparked a strong city-wide response, and the search is now on to find the “essence” of the Dunedin experience to promote the city to the rest of the world.
Post by Elizabeth Kerr