In light of the mayor’s new attempt at branding Sacramento as the Farm-to-Fork-Capital, here is a very insightful article about city branding from New Geography.
“There is a new video out marketing Cleveland and a new slogan: “Downtown Cleveland: It’s here”. Now, I struggle with critiquing it. One the one hand, I get its energy and optimism: the energy in Downtown is palpable, real—there is a bit of a youth movement to the core—and hence the compilation of images, sounds, and narratives that are trying to capitalize and communicate what is going down.
“On the other hand, I see it as another missed opportunity. The message reads blasé. Tastes like a spoon of new car smell. In fact it could be about anywhere—Nashville, Cincinnati, Tampa, etc.; that is, instead of exposing what Cleveland really is and what’s unique about it, it’s distinctiveness as an attraction is buried in amenity-driven microphone-ing that screams we have sports teams and a casino and restaurants and the yet-spoiled exuberance of the young. But when you think about Cleveland—I mean honestly think about Cleveland: about its guts and soul and heart and people—is this the kind of stuff that comes to mind?
“Of course not. So why do it?
“Firstly, it speaks to a larger method of city revitalization that has been running America for some time. Here, the creative classification method entails imposing a rather homogenous, universal cool over a given city topography. Glitz, glamor, glass condos, and sports heroes. Bike paths and food trucks. Millennium Park Jr.’s. Etc. But with this whitewashing comes the chipping away at Cleveland’s Rust Belt soul. And it is this soul, mind you, that is a real attraction. After all, what is so hot about going everywhere when you can go somewhere?
“And yes: Cleveland is a somewhere and has a something. This thing is part cultural, part aesthetic, part historical, and part a consequence of having to go on in the face of adversity. It is part wit, part ironic, part self-deprecating, but also part stand your ground in the defense of where you came from. And it’s all real, not ephemeral: our distinctiveness arising less from donning another city’s success than stripping naked and showing our nuts and bolts. Our warts. Our knuckles and heart.”