More branding fun - is Okaloosa TDC director a moron?

[Abby Prentiss]

I remember they went through a big national search. At least our TDC director isn't flailing about.

The guy has one of the best brands in America and he wants to ditch it. In addition, check out the beauty of a quote - "Branding is what makes them decide to come here."

“The bottom line is we have to go through a branding process here, and that’s something I’d like to do during the off season.”

And this - “I think our area, when people talk about Destin, Fort Walton Beach, Okaloosa Island, immediately it’s the sugary white beaches and the emerald waters,” he said. “Then they try to associate that with the Emerald Coast. Some people think that’s a brand. Is that a total brand?... I think we’ve got some ways to go. I don’t think it is (a brand) right now. We’re at the beginning stages of developing what the brand is for this area.”

I don't even understand - “People are interested in Rock the Beach because it’s visual,” Bellinger said. “People can look at it, see it, touch it, feel it. When you do your other advertising initiatives and efforts, (the public doesn’t) see it unless they’re at our meetings.

Sheesh - what a dweeb - your thoughts?

Okaloosa needs more than 'Emerald Coast' brand, TDC director says | walton, fort, beach - News - Northwest Florida Daily News

[Will B]

Sounds to me like they have already hired a high priced marketing research firm, and now, he's going into spin mode before the questions start popping up.

I wonder if they hired the brain trust that came up with...

The Beach

[DuneLaker]

Destin, Ft. Walton Beach and Okaloosa Island don't have a lock on the name "Emerald Coast" and didn't have exclusive use of it when they started using it. Sure they have a water tower with that on it and use it in their current advertising, but it doesn't mean they "own" the location name. Emerald Coast is a nice name used historically by many communities and businesses in counties up and down the Northwest Florida coast. Will be interesting to see what they come up with or if they continue to try to claim exclusive use.

[beachmouse]

I think that Okie Dokie is also still feeling burned over giving a fair amount of money to what was it called? Coastal Vision 3000 and seeing 90%+ of the benefits from that group project seem to go straight to PCB for the SWA deal.