The Nearby Republic of Coconut Grove?
As for the re-branding, Markham Unlimited, a local Grove firm came up with the slogan "The Nearby Republic of Coconut Grove." The image and a new old-fashioned logo seen here, (this was taken at the December meeting) will be plastered all over the Grove. A new website will be introduced, a filmed commercial and a big party at Peacock Garden Cafe will launch the new brand.
Many BID board members at the December meeting did not like the slogan or the branding. I do understand the concept though, they want the "nearby" to speak to local municipalities in the county who can experience the uniqueness of the Grove without going far, for instance to the Caribbean islands or even Key West. That makes sense to me. And I know many are against the "Republic" part. They feel that the Grove is being branded from the Village of Coconut Grove to the Republic of Coconut Grove. But this is an ad campaign. This only effects the Center Grove, not the residents and we still are the Village of Coconut Grove according to Manny Gonzalez, BID administrator.
Some BID board members may be upset because a small committee was asked to work on the branding, and not the whole 19 member board. So everyone did not get to vote on it. The consensus is that most would have voted against it.
|Sorry it's blurry, it was taken from afar at the hush hush meeting.|
The BID members who spoke up at the December meeting felt that Republic reminded them of Key West, the Conch Republic; or the Banana Republic. I didn't feel that. It was a gut reaction for me and I liked what I saw. But I get that it's a campaign and I do like the logo, I can see it on t-shirts, hats and other items. You can take Budweiser and call it "The Republic of Budweiser" in a tv commercial, that doesn't mean Budweiser is an actual republic.
It's not only the BID members who don't like the concept, many residents don't like it, I've been approached by people, who got wind of it and asked why I didn't mention it. I was trying to keep my mouth shut. But like someone said, when did that ever stop me before?
A friend said, "Re-branding an inferior product does not improve its quality or desirability." I feel it's true that new branding is not going to bring people to the Grove, new stores, new businesses, free parking and yes, a trolley service and something for people to do will bring people, not a new logo or commercial. People need things to do once they arrive to this republic, er, I mean village. But to start with a logo, commercial, website and ad campaign can't hurt. It's better than not doing anything. Right?
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