Branded

March 30, 2007

Uh oh.

Marketing wonks from the oddly punctuated siegel + gale are in our midst, nosing around this way and that, and in about a year or so, the famous creators of the NBA logo, the Yahoo! URL Web interface and the Harley-Davidson brand logo will come up with ... Mammoth.

Acting under the wand of Mammoth Mountain marketing specialist Noah Manduke and alongside town officials, Our Leaders are embarking on what town communications officer Stu Brown calls "a project to unify the town and resort around a single, concrete brand strategy that will define, dramatize and deliver on the unique appeal of Mammoth - the destination and the experience."

That's a mouthful, and we don't really know what it means, but we're more curious than actually aghast. We also don't really know how to refer siegel + gale in ordinary conversation. "Siegel Plus Dale"? "Siegel And Dale"? Halp!

Anyway, this is an attempt to get the ski hill and the town on the same page as far as what the brand is all about. This is something many people here lose sleep over. Never been done before.

Thank Heavens for sigel + gale, and for those who want more lowdown, here's their pitch:

“Great brands are built on simple propositions. Not easy or unsophisticated ones, but on ideas so bold a few short words will make them clear. Simple, for us, is not just pithy. To meet the test it must be honest, fresh, inspiring, crystal clear and useful. This is what you need to make your brand excel.”

What the hey. We've never been strong in honest, fresh, inspiring, crystal clear or useful, so it's great these people are here.

Rob Clark said the marketers, "are currently in the 'immersion' phase of the four phase process."

"The immersion phase consists of conducting several group interviews with community and mountain stakeholders, 18 one-on-one interviews and extensive competitive and brand audits.

"By summer 2007, phase four should be complete and siegel + gale will present the new brand strategy.

"After the acceptance of the brand strategy and positioning statement by both parties, the hard work or as some would say the fun begins – becoming a brand-aware and marketing-driven culture."

I have a case of the can-hardly-waits.

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