Reasons To Be Cheerless

Read a piece just now from the always-thought provoking Whisper branding agency that really hits home as I prepare to do some work with a client on the branding of a town.

The people at Whisper caution against the dangers of cheerleading rather than branding, something to which tourist authorities are particularly prone. Beating our chests always plays to our audience as self-serving, yet most destination taglines make this their first resort. Something for me to bear in mind as I ask my client the all-important question: "Why will people come?"