According to an article I read on line, they are asking people to vote for the best logo and the best tag line…
There are 3 different positioning choices: the capitol, the river or their history. Tag lines may be switched with logos if a different tag line wins than the logo it’s paired with. (I’m not sure which positioning the tag line “all roads lead here” represents… maybe the river?)
Oh my. I’m not sure I’d even want 5 people voting on the colors to decorate my living room with the potential to swap elements… let alone important branding and marketing decisions for a state’s capitol. I think its the classic case of not trying to offend anyone.
They did a couple of things right. Figure out the unique positioning. Focus on what’s different about Augusta. Niche is good. Have a visioning session.
Funny thing, I was surprised that they didn’t pick up on something that Augusta has that no other city in the entire USA can claim. Augusta is the most Eastern city in the US, so the sun hits the city before anyone else in the country. Wouldn’t something “first” or “early” be a stronger positioning? (just another opinion!)
Many organizations struggle with branding. Instead of looking to customers, potential customers as well as the other stakeholders, often the decision makers will survey their friends and family to make a decision. I guess asking the residents (and everyone else!) to vote is better than making a decision in a total vacuum.
How do you think they could have improved the outcome of their branding?