Editing Pensacola branding initiative

[[Image:BrandingCarMagnets.jpg|thumb|right|A car displaying the six versions of the campaign's signature magnets]]
A '''Pensacola branding initiative''' was undertaken by the [[Pensacola Bay Area Chamber of Commerce]] in [[2007]]. Their goal in creating a distinctive [[Wikipedia:brand|brand]] for the Pensacola area is to create a "product truth" that would help residents "reinvent and rediscover a new sense of community pride."<ref name="newplan"/>

==Development==
When [[Charles Wood]], the Chamber's senior vice-president for economic development, moved to Pensacola in 2006, a city-wide branding initiative was a major priority:
<blockquote>There is so much history here, and I don't know all the history, but there is a lot of economic development that runs through the history of Pensacola, and I like that. … I think there are some things that need to be started right away. The "branding" of Pensacola is one issue.<ref>"New Chamber VP full of ideas for Bay Area." ''Pensacola News Journal'', July 2, 2006.</ref></blockquote>

The subject was the focus of an [[IHMC]] lecture by Carol Coletta of [http://www.ceosforcities.org/ CEOs for Cities]. According to Coletta, "A city brand has to be felt through the community as a shared story. … There are obvious economic and social benefits for those who do it right. But if you make a mistake or don't do it well, the people in that town will give you hell."<ref>"Expert: Cities can benefit from finding their 'brand.'" ''Pensacola News Journal'', December 13, 2006.</ref>

The Chamber hired Coletta's Memphis-based firm [http://www.smartcityconsulting.com/ Smart City Consulting], along with [http://www.gostonemantel.com/ Stone Mantel] of Colorado Springs, to study the Pensacola area and create a new "brand" for the city. Members of both firms traveled to Pensacola several times and held a series of ''[[Wikipedia:Charrette|charrettes]]'' in May 2007 to gain input from citizens.

Local advertising executive [[Jane Birdwell]], whose firm [[BPM]] helped with the brand rollout, said of the endeavor, "The branding process gives people an opportunity to talk about their passions, what they love about this city, what their life experiences are here. Because while we might have issues with things and areas to improve, by and large we're all here because we love this place."<ref>"Branding Pensacola." ''Pensacola News Journal'', May 27, 2007.</ref>

==Elements==
The first phase of the initiative, unveiled in September 2007, was a series of circular car magnets featuring six adjectives on brightly colored backgrounds. The words — '''heroic''', '''genuine''', '''beautiful''', '''innovative''', '''spirited''' and '''glorious''' — were chosen "to capture the essense of the city."<ref name="newplan">"A new plan for Pensacola." ''Pensacola News Journal'', September 6, 2007.</ref>

The words will also be used in banners placed around [[downtown Pensacola]] and on other merchandise available from the Chamber. A series of filmed ads will also be created.<ref>"A new plan for Pensacola." ''Pensacola News Journal'', September 6, 2007.</ref>

==Reaction==
In a viewpoint published in the ''[[Pensacola News Journal]]'' after the initiative was announced (but before details were announced), [[Ron Melton]] criticized the Chamber for "fretting too much about the lack of a superficial advertising identity and not doing enough to create a better education system, a cleaner environment and utilization of smart growth."<ref>Ron Melton. "Forget branding -- just get it done." ''Pensacola News Journal'', May 16, 2007.</ref> A later editorial by the ''News Journal'' called the Chamber's effort "a serious one" that "has focused on the right things, beginning with our 450-year history."<ref>"'Branding' can work when it's real deal for community." ''Pensacola News Journal'', September 7, 2007.</ref>

==External links==
*[http://www.pensacolachamber.com/ipledge.html Informational page] at the Chamber's website
*[http://rebrandpensacola.blogspot.com/ Rebrand Pensacola] – blog critical of the campaign

==References==
{{reflist}}

[[Category:Marketing campaigns]] [[Category:Pensacola Bay Area Chamber of Commerce]]