Branding Abilene

My hometown, Abilene, Texas, is seeking to establish itself as a brand, to better compete in the state, national, and international, public consciousness for the purpose of attracting business and tourism.

A "brand" is a term, phrase, or symbol that makes a product or service unique in the public consciousness ("Xerox," "Google," "Neiman's"). Examples of branded cities are "The Big Apple," "Big D," "Cowtown," "Vegas," and "L.A." Abilene had an original brand, "The Key City of West Texas," and now uses "The Friendly Frontier." The first has lost its scope, and the second is restrictive and not memorable. "Abilene" is the title of a famous song by George Hamilton IV, which rightly describes Abilene as pretty, but lies about the women there, and does not provide any other information.

Abilene has proven attributes which include location, seasons, civic pride and motivation, existing attractions and opportunities, opportunities for new attractions, savvy, future-oriented municipal, civic and business management, a favorable business climate, affordable cost of living, three universities and affiliations with others, strong traditions but no longer straitlaced, and friendliness. Abilene could truthfully adopt a slogan: "America's Home Town." "Abilene" is also a very pretty name, and easy to remember.

I first learned of Abilene's branding effort a few weeks ago in a story in The Abilene Reporter-News. The Abilene Branding Partnership, a consortium of five civic entities, had called for a Statement of Qualifications from eleven marketing companies. I have affection for Abilene, and the Reporter-News, where I began my career in 1969, and I have interest in how people feel about Abilene. In researching a book about Abilene history three years ago, I had the opportunity to spend time there on several visits, and talk to Abilenians about the city's present strengths and weaknesses.

Thus was I compelled to stick my branding iron into the fire. Three or four days later, I had an idea. On June 21, I emailed the Abilene Branding Partnership, but I was too late. The June 14 deadline for submitting my Statement of Qualifications had passed. I asked to be considered if the search was reopened, and that was agreed to.

Today, the Reporter-News reported that the consortium has agreed to hire North Star Destination Strategies, out of Nashville, Tennessee, to develop an Abilene brand, and a branding strategy, for a fee in the "low six figures," should the money be found locally and a contract signed. North Star was one of only three companies, out of the 11, responding to Abilene's call for a Statement of Qualifications.

So the deal is done, and I can publish my idea. For a penny less than six figures - $99,999.99 – I would have provided Abilene all rights to a three-word brand that co-opts an already global brand, has four distinct applications and one state of mind, and it offers multiple branding strategies.
It would identify a place.
It would identify a thing.
It would identify an event.
It would identify a product.
It would identify a state of mind.
It would be:

"Abilene, Texas Style"

Published, copyrighted, protected. North Star will earn its money and give Abilene something that works better than "Friendly Frontier." And I will always know "Abilene, Texas Style" was good, and came in in an x-way tie for second place.