Norwich CT is struggling. Struggling to continue as a city. Struggling just to survive. We, the residents and tax payers are part of that struggle and we are dependent on our paid, elected and volunteer leaders to lead the way with that struggle.
In addition to creating and maintaining the place that we all want to live in, our leaders are charged with letting others know that Norwich CT is alive and well and open for business.
That is where I think Norwich is woefully inadequate. Not that the leaders don’t try, but they are allowing a fear of making a wrong move stop them from making any move at all. I also do not think that anyone (paid, elected or volunteer) has stood up and said, “I don’t know the difference between the terms advertising, marketing and branding as they can be used for a municipality.”
Not having an understanding of terms can be seen as unprofessional or ignorance and nobody wants to be seen as that. While in fact, asking questions and defining terms is a position of strength. Ever notice that in a legal contract the terms are usually defined. Defining terms assures that everyone is speaking the same language and has the same understanding and expectations of the results.
According to the American Marketing Association marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners and society at large.
Marketing is the management process through which goods and services move from concept to the customer and includes identification of the product, determination of the price, selection of distribution channels to reach the customer’s place and the development and promotional strategy.
Advertising is the act or practice of calling public attention to a product, service, or need through paid announcements commonly in media such as newspapers, magazines, radio, television, internet or billboard or more formally the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.
Branding is the marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products mainly through advertising campaigns with a consistent theme. An effective brand strategy gives you a major edge in increasingly competitive markets by establishing a significant and differentiated presence in the market that attracts and retains loyal customers.
Has anyone seen Norwich CT do any sort of marketing?
Has anyone seen Norwich CT do any sort of advertising?
Does Norwich CT have a brand?
If you answered “No.” to even one of the three questions than whatever is being done is not effective. If the residents don’t know what the City of Norwich CT stands for we, the residents cannot expect others to. So let’s start demanding more from our elected, paid and volunteer leaders as well as more from ourselves by writing positive articles, hosting positive discussions and making our City of Norwich CT a better place to be today and tomorrow.
Email comments on this blog to berylfishbone@yahoo.com
View my past columns at http://www.norwichbulletin.com/section/blogs01?taxid=1172