Perhaps the government is doing Dunedin a favour. Adversity and a common threat brings people together. In economics and business, there is a constant state of positive and negative forces creating growth and decline that we all tend to ignore until something sticks out above the norm and smacks us in the face. Recent job losses in Dunedin have caught the attention of many. While this acts as a...
Humans can be simple creatures, we love to generalize and place things into boxes. It makes it much easier to understand our world. While someone may have diverse and complex interests we define people by their role in society. Fred is a plumber, John is a lawyer, everyone has a role to fulfill. City identity is similar. Consumers like to generalize about locations. It seems to me of late that...
The search for a Dunedin brand personality begins. It is very difficult to combine the entire range of city wide features and experiences of all Dunedin has to offer into one definitive statement of fact and emotional feeling. Instead taking one of the strongest and most versatile aspects seems like the most logical approach. As said before a positioning statement must have guts and legs, that...
In the right place at the right time, somehow I ended up in a promotional video for the new FlyDunedin.com website developed by my company Myth Website Design. Watch the full video here…
What is Fly Dunedin? Visit the FlyDunedin.com website, or get more information about the development and launch party.
Recently a new marketing campaign was launched to promote my beautiful city of Dunedin, New Zealand. The campaign slogan “The Dunedin Difference” was set and utilized in the form of a website and passport to activities and vendors. The “Dunedin Difference” is one of those “lets get away with saying nothing at all statements”. At least if we are going to avoid...
Messages become diluted in effectiveness when they attempt to do to much. For example, we could present a strong proposition for people moving to the city versus an advert that attempts to attract short stay visitors and promote the lifestyle. So what we need is a clear and simple benefit proposition that can work across multiple channels and for most stakeholders. What do we want to achieve...
Dunedin, New Zealand is a fantastic place to live and work. While it is very saddening to see some large employers reducing jobs in Dunedin, I feel that this is a place of opportunity…. Dunedin has a small and fast moving marketplace In Dunedin excellence is recognized and rewarded quickly. There is less room for inferiority and wastage because the market is too small to support this. Those...
The founding symbol of pride, the one constant, the Carisbrook legacy is almost lost. Few challenged the slide remarks from northern media about the quality of the stadium. At what point did we start listening and at what point did their opinions begin to matter. Teams would come and go, great players have been written in history, all shared the legend of Carisbrook. But no more. I am not saying...