Let’s Give Branding a Chance

By Jeff Cooke
Published: Jan. 08, 2014

I am a marketer at heart. I understand the art of branding well. I spend the first half of my career managing iconic brands such as Cracker Barrel Cheese, Maxwell House Coffee, and Eggo Waffles. I majored in marketing in my MBA. I love it. I know I can contribute in a significant way.

The initiation of the DOS’s branding exercise has met with mixed reaction by the people of Squamish. Some think our money can be better spent elsewhere. This is a fair comment.

Many projects like this in many communities have failed. My personal belief is this is necessary first step to a re-invigorated economy in Squamish.  

I have to admit I was a bit skeptical that the municipality had the skill to do branding well. And this is one of the reasons I decided to put my name forward to serve on this committee. 

When you have a brand that is truly unique, that taps into emotion that stands out in peoples’ minds you have a massive advantage over competition. Great branding drives the bottom line.

That is why successful organizations (profit and non profit) invest heavily in brand management. From our community’s perspective, if we do this right, we take the first step to creating sustained prosperity in our community.

If executed well, it will lead to more people wanting to live here, move their businesses here, and visit here.

I am impressed with other members of our branding committee.  I love participating in teams that are passionate, open, spirited, and focused on results.

All of our committee members believe in this community want to see it get to the next level.

I have confidence in the process and facilitator we hired to guide us. I’ve heard: “do we really need another consultant?” Here is my perspective: Branding and marketing is a specialized trade.

The scary part is that it is not difficult to do. But it is very difficult to do well. I can put up drywall, but it will be sloppy and will need to be redone.  

When I need it done right, (and to save money in the long run) I invest in a pro.

Roger Brooks has a tried and tested process that has worked in hundreds of communities. From someone that is a branding veteran, I would say this is one of the best investments we can make.

What I would ask is that the people of Squamish give this team a chance. Get behind this group of business owners, neighbours, and people who genuinely care about Squamish.

There is no doubt in my mind that if we as a community do this right, we will create the opportunity for increased prosperity far in excess of the investment for years to come.