lather, rinse, rebrand
Posted by Abe Sauer on November 16, 2009 05:02 PM
It will come as a shock to everyone to hear that someone thinks Detroit needs a rebrand. And by "everyone," we mean "nobody at all."
Time Inc. has kicked off "Selling Detroit," which aims to “attract business and talent" to "America’s most struggling city" by identifying it as a creative mecca for young artists.
In an effort to include the citizens of Detroit in the rebrand, which involves ad agencies that call Detroit home, the publisher is holding a contest. On the CNNMoney, Fortune and Time websites, visitors will be able to vote for their favorite campaign. The winner will be announced in December at the city's D Show awards.
It is, of course, naive to believe that an ad campaign can change the brand, let alone the fortunes, of Detroit. In fact, some of the initial submissions appear downright confused about how to approach the task. The Leo Burnett Agency entry features rock ‘n’ roll star Kid Rock. But Kid Rock’s image is predicated, in part, on being from troubled, hardscrabble Detroit. Hardly a reputation the rebrand would hope to perpetuate.Continue reading...