Wednesday, March 26th, 2014
I heard a while back that Cleveland’s new marketing slogan was going to be “This Is Cleveland.” I was not exactly inspired by this (“Hello, Cleveland!”?). But Matt Wootton sent me this first video in the campaign, and I’d have to say it’s a step in the right direction.
What’s more, remember last week how I mentioned that Richey Piiparinen had been put in charge of a research group at Cleveland State to develop his talent strategy? This is another big example of official Cleveland signing on to the Rust Belt Chic program. This is in effect the branding team translating this 2012 Rust Wire post by Richey into a video. Take a look.
Update 3/31/14: Well, I guess a step forward was still a step too far. The original video has already been yanked and replaced with the one below that seems at my watch and that of commenter John Morris to be tweaked back towards the “ordinary” side of the spectrum. Still an advance, just less far than before. I guess that shows how far Cleveland has to go.
If the video doesn’t display for you, click here.
It’s not perfect. There’s too many standard issue “me too” items. Not that I think they are bad or inappropriate, just a bit jarring when the video itself proclaims that “we never followed their rules” and that in Cleveland “we made our own.” I saw some rules being followed in there. But apart from the tag line dissonance, I thought the mix was actually good and this represents progress on the marketing front for Cleveland. It will be interesting to see how far Cleveland is willing to take this new direction.