What is Coconut Grove's brand?
The BID (Business Improvement District) needs a brand for the Grove. You know, a mission statement or slogan.
Any ideas?
Any ideas?
posted by Tom Falco at 12:01 PM
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21 Comments:
Ya know there are quite a few marketing types in the grove. Maybe the city could leverage them. I would volunteer my time.
BTW, I got out of my lease in Brickell and I am moving to the grove in the next 60 days!!!.
Grape,
Brand, slogan and a mission statement are 3 different things.
A BRAND is literally the name of the product: which nowadays can be a person, place, thing or service. To the public, a brand is a symbol of recognition associated with the perception of a guarantee about the product's superiority and their own degree of comfort with the product. Examples: Gucci, Target, Apple.
"Branding" is marketing terminology for the positioning strategy and creative development of an image and identity that the target audience (people you wish to buy your product or services) will readily associate with your product. For example you know what you are going to get when you order a Big Mac, or a pair of shoes from Nordstrom, or take the kids to Disney film.
A SLOGAN (or tag line) is brief statement that underscores the image you wish your brand to convey. One of my favorite slogans associated with Coconut Grove is the one for King Mango Strut: Let's put the "Nut" back in Coconut Grove.
Some memorable slogans:
It's the Real Thing. We Try Harder. The other white meat.
A Mission Statement is literally just that: a sentence or two stating the mission of your business. For instance, the Mission Statement of the Starship Enterprise is "To boldly go where no man has gone before..."
I don't think the Grove needs a "Mission Statement." On the other hand, the BID could have one.
A campaign can be built around a line or a slogan. When I lived there in the 80s, New York City was going through a major crisis, and a very successful campaign got them out of the rut.
"I Love New York" was a simple, and not even a particularly creative statement, and yet it was wildly successful and durable as an image builder. They bombarded us with it on TV at every opportunity, and decades from now, now landfills will still be holding those plastics bags with the "I "heart" New York" emblem on it.
That's the kind of shot in the arm the Grove needs. Hopefully tomorrow's brainstorming session can help kicks-start it.
"Everybody's Talkin" bout the Grove
Fred Neil 1967
http://www.fredneil.com/
other songs by Fred Neil
The Dolphins
Everything Happens
Other Side to This Life
http://forums.delphiforums.com/thedolphins (dedicated to Fred Neil and other musicians in and around Coconut Grove, Fla)
COCONUT GROVE -- COOLEST PLACE ON EARTH!
I just moved to Miami, from Texas and I was thinking the Grove has a similar vibe to that of Austin, TX. They have a slogan, movement whatever you want to call it "Keep Austin Weird". I shows that they are something unique but they embrace it. So far th Grove is my favorite spot in MIA because like Austin it is unique and beats to it own drum. http://en.wikipedia.org/wiki/Keep_Austin_Weird.
Maybe the grove can adopt something like that?
Coconut Grove: FREE Parking 24/7. That will bring them in. Promise.
Matt, Keep Austin Weird" is another great example of City branding. Like New York, it has generated merchandising to go with it.
Anon 3:27 - Great headline for attracting locals. Now we need to com up with something to bring back the tourists.
Hey Grove Expatriate,
If you remember Freddy Neil then you remember the Old Grove. I didn't know Fred but he was famous for that song: Everybody's Talkin' At Me. And, yes it is my understanding that it was written specifically about Coconut Grove.
Here is another song for you.
Coconut Grove
"It's really true how nothin matters.
No mad, mad world
and no mad hatters.
No one's pitchin cause their ain't no batters
in Coconut Grove.
Don't bother door.
Theirs no one comin.
The oceans roar, were double drummin.
of many silly thoughts and silly ways
the ocean breeze has cooled my mind.
the salty days are her's and mine
just to do what we wanna"
by
Lovin Spoonful
As most of us will recall that refrain from Lovin Spoonful was the music used on the "Don't Box Me In" DVD for "Say No to Home Depot."
The last part of that is:
"It's all from havin' someone know...
Just which way our head is blowin'...
Who's always warm like in the mornin'....
IN COCONUT GROVE."
Coconut Grove a Village within a City.
What about making this into a contest? The winners slogan or brand goes on the Billboard?
Help us put the "Nut" back in Coconut Grove?
or
Your Nut is our Nut Welcome to Coconut Grove.
I like Matt's comparison to Austin. Maybe thats why I love Austin too. Its the only place in Texas I'd live.
Austin has a lot of things going for it that we are missing out on in our little village: LOTS of live music, and bars open till like 5AM.
Coconut Grove. Where the sun goes down in honey and the moon comes up in wine.
come grove in the grove
MORE ANGRY HIPPIES THAN YOU CAN SHAKE A BONG AT!
Coconut Grove - we were fun once, but then got old and crotchety!!!
Dangnabbit, turn down that music whippersnappers it's almost 11pm!
Coconut grove - we're all really selfish.
Welcome to Coconut Grove, thanks to Sarnoff and his crew it's now Century Village South!
Coconut Grove--- A community connected through the grapevine.
I love Austin; had the greatest weekend there once. I went swimming at that really cool pool made in the river, my friends won a national rugby championship, we bar hopped and listened to live music and ate cajun food and partied all night, and the next day went to an art and craft festival. Two days, action packed and relaxing at the same time, that I'll never forget! If we could create memories like that for people who visit the Grove for a few days, we've got it made.
"the artist of the 60's planned Woodstock here, now watch their children suck the soul out of their parents creation"
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