Over the last several weeks, I've been less than cordial about the branding processes of North Star Destination Strategies, the market firm hired to facilitate Glendale's new image. Am I going to apologize? Nope. In fact, as more time passes, I've become even more curious as to why we are going through this branding exercise at all.
According to the BrandGlendale.com website, "The Glendale brand will create an image at the mention of Glendale's name."
Really? Once we have a brand, people will have an image of Glendale locked into their heads? That seems like a bit of an over-promise.
I just got back from a weeklong motorcycle road trip up the coast, and anytime I mentioned living in Glendale to a stranger, I usually got the curious monkey stare. You know the one. The person's eyes narrow, the brow furrows, the lips purse tight and the head tilts to one side as if to physically say, "I have no idea what you are talking about."