In the world of communications and marketing, being edgy is the dream. The only problem is that you have to walk close to the edge to pull it off. And sometimes, too close to the edge.
That may be the primary lesson offered by the issues related to Regina’s latest tourism branding exercise.
We now have the independent report which catalogues the internal challenges related to governance in a bureaucratic environment with layers of authority and approval processes which often conflict with timeliness and deadlines. For those on the inside, the bureaucratic “CYA” system prevalent in public bodies offered protection that ensured everyone saved their jobs.
So, we will likely see some restructuring, but this story is destined for the archives now.
Nonetheless, we learned there is a difference between the public and private sector when it comes to marketing. Noted branding expert Gair Maxwell says your message has to evoke emotion — either love or hate but being neutral is worthless.
While Experience Regina did spark an emotional response that may have worked for a private firm, community values and limitations are far more restrictive for public entities.