By Gagandeep Ghuman
Published: June 3, 2014
It’s unfair to judge the branding exercise by just one word, especially when nothing has been finalised, say branding committee members.
In an interview with the Reporter, branding committee members defended the branding process and urged the community to stand behind it.
Branding committee member Jeff Cooke said the committee decided, with the help of 1000 resident surveys, that multi-sport adventure sets the town apart
Squamish, he said, has world class mountain biking, rock climbing, back country skiing, wind sports and alpine hikes.
Having them here in one place is the opposite of generic, it’s unique and exciting,” he said.
Cooke said the committee couldn’t identify a place that had all this in such close proximity. All these experiences are spectacular or epic in their own right.
“Is “epic” the right word or way to express this concept? I think the prudent path is to research it with our target audience and see what they say about it,” Cooke said.
Coun. Patricia Heintzman said she had heard many positive comments about branding and it’s difficult to judge a whole program by one word or one image.
“It’s the overall message that is important and that is defined by the whole program, not just one word,” she said.
Heintzman said what she liked about the branding was how dramatic and targeted it could be while still being personal and diverse.
She also said there was still much to do on the branding front as the branding concepts are at a draft stage.
She berated the naysayers and the media for the negative attitude.
“We’ve gotten into the habit of complaining all the time and not looking at the positives,” she remarked.
“You as the media fans this flame all too much and make it worse often than it really is.”
Another committee member, Michelle Nielsen, said the word EPIC in fact came from Roger Brooks, not the branding committee. The word epic stemmed from a laundry list of descriptive words used to describe Squamish by residents in the brand survey.
“The word EPIC is not set in stone and nor is it static,” she said.
Nielsen said she would encourage the community to be positive and think of the brand as a ‘dynamic living breathing’ thing that embodies the soul of a community.
The current Brand Development Committee has passed the reins to a Brand Leadership Team (BLT), who will guide the implementation of the action plan.