One billion reasons to invest in your brand
When Jim called several weeks ago and told me the number, I nearly fell off my chair and spilled the coffee.
“Can you repeat that number again?”
Jim was more than happy to oblige, and when he did, my mind flashed back to the community-based workshop we brought to a small Western Canadian municipality in September of 2018. Without knowing what was in store, nearly 30 people had gathered to roll up their sleeves, dig in and develop a Brand Identity that they could take pride in calling their own.
Back then, no one in the room had any idea where The Branding Highway journey would go, but to their credit, our attendees had faith in the methodology and a market-proven process. In doing so, these community leaders soundly defeated an all-too-familiar mental dragon.
“Whenever a new way of thinking tempts you to react the way you always have, ask yourself another question. Are you a prisoner of your past or a pioneer of your future?”
Through highly interactive sessions, these community trailblazers provided input for a long-term Brand Strategy that would set them apart from thousands of other municipalities battling for tourism dollars and outside investment. City Manager Jim Puffalt and Communications Director Craig Hemingway were key players in making the magic happen as their Saskatchewan town of 33,000 made the bold decision to emerge as an undeniable, undisputed “Category of One.”
Take the off-ramp to “Canada’s Most Notorious City” and hear from Jim, Craig and discover the One Billion+ Reasons To Invest In Your Brand on this segment of Leaders & Legends.
“I am just a businessman, giving the people what they want.” AL CAPONE
p.s… The beauty of true collaboration is that there is no hierarchy. In its purest form, it’s like the sun and the rain working with the soil to create flowers. From the conversation that sparked the original Justin & Greg video, to Fraser Tolmie’s declaration of war on Norway and eventual conclusion of hostilities with the world’s first-ever Moose Summit, the City of Moose Jaw’s success story is a perfect illustration of how teamwork is the secret that makes common people achieve uncommon results. It’s how any small company or organization can rise above the noise and get noticed on a global stage. So many other people and entities like Tourism Moose Jaw pitched in and helped fuel the momentum sparked by the overall brand strategy to become “Notorious”.
In the words of City Manager James Puffalt, this initiative has kickstarted some serious economic growth:
“Economic development in Moose Jaw has become highly performing with a strategic focus on reducing red tape and creating an atmosphere and culture of growth. This plan has facilitated over 1.25 billion dollars of investment in Moose Jaw in under five years during COVID-19. That is almost ten times of any five-year period in their past. Our Brand, “Canada’s Most Notorious City,” was created under this strategic plan and takes full advantage of our decidedly colourful past and places Moose Jaw at the forefront of visionary marketing and tourism strategy”.
Economic Development and Branding are two of seven objectives included in the Strategic Plan, with tremendous progress in each area. In addition, the City of Moose Jaw has been recognized by The Economic Developers Association of Canada for their re-branding efforts. For a detailed look at the Strategic Plan, clickhere.
And if you are curious about Al Capone and the Chicago Connection to Moose Jaw, you can learn more here.
PLANNING A SPEAKING EVENT?
The wheels of business turn faster each quarter, and your company or industry association may be anxious to stay ahead of the lighting-fast relevance curve. In that respect, we are now scheduling many in-person programs for 2022 and 2023, sharing the universally-applicable message of BIG LITTLE LEGENDS: How Everyday Leaders Build Irresistible Brands.
Please send us a note to schedule a Keynote or Workshop for your event.
BIG LITTLE LEGENDS. : The Forbes Interview
Thanks to Vancouver-based Page Two Publishing, the little black book with the magical cover is steadily gaining traction with a global audience. The latest to join this groundswell of support is Forbes contributing writer Rodger Dean Duncan who published this interview on October 13th. Read here.
BIG LITTLE LEGENDS – How Everyday Leaders Build Irresistible Brands - is available 24/7/365 thanks to wonderful distribution partners like AMAZON, AUDIBLE and Wal-Mart.
YOUR BRAND. ON TRACK.
YOUR BRAND. ON TRACK.
If now is the opportune time to discover the brand story and strategy uniquely your own, consider exploring a metaphorical road trip called THE BRANDING HIGHWAY. Our Executive Bootcamps serve as a journey and destination to help your brand emerge as an undeniable, undisputed, "Category of One.” Along the way, you will discover how to create substantial Differentiation and strategic Relevance while aligning your executive team. Impossible to describe, it helps to a quick peek at this. Connect with us here for more information.
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