Passing thoughts

The Brand /

Destinations, like any other products, thrive on brand loyalty. The creation and roll-out of a distinct and identifiable brand for Bloomsbury, Holborn and St Giles is vital to its success as an area to work in, shop in and explore.

inmidtown will play a key role in the development of an identity for the area which can be used to drive brand loyalty. At the same time, we will work to increase the brand awareness for the district, promoting its prime location and unique selling points.

By communicating the positive aspects, inmidtown will help to change existing negative perceptions. Leveraging the brand will help to stimulate business activity, encouraging business to locate here and visitors to explore and experience the full extent of what the district has to offer.

• Why have they made one of the most historically rich parts of London sound like an area in Manhattan?

• Naming the area Mid Town would be bad enough, but adding in and compressing it into one word transforms it into a horrible specimen of marketing-speak.

• Try saying to your friends “Let’s meet for a drink inmidtown”.

• In my view, inmidtown looks horrible in prose (especially when it starts a paragraph) and is hard to read when shown on posters.

• Bloomsbury, Holborn and St Giles are not products.

• An area does not require a distinct and identifiable brand for it to be successful as an area in which to work, shop and explore. It may help sometimes, but it is not always vital.

• Do they really expect people to feel ‘brand loyalty’ to an area? Really? Don’t people choose to go somewhere for specific reasons, rather than ‘loyalty’?

• ‘Leveraging the brand will help to stimulate business activity’: is this really how people communicate with one another these days? What do they mean by ‘leverage’, how will their leveraging ‘stimulate’ business activity, and what type of business activity will be stimulated?

• Why orange and black – do they have a particular association with Bloomsbury, Holborn and St Giles? Is there a historical link with Holland?

• They appear to have accidentally left a slash in the headline, after the words The Brand. Or is that something people do inmidtown?


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