Brand Integrity for Destinations

Brands and brand imagery inevitably change over time. It's only natural for a brand to keep up with changes in consumer tastes and graphic styles. But unless the situation calls for a radical repositioning (like the Cadillac Escalade, which was a dramatic departure from its failing predecessors) brands evolve ... and stay true to their heritage. A well-considered evolution of brand imagery keeps a brand current without alienating its loyal customer base. Take a look at how Betty Crocker has evolved over the years ...

When it comes to destinations, managing the image is often a problem. In some destinations where there are strict government controls, the development of new buildings and infrastructure can be controlled. But in a place like Hawaii - with pesky features like property rights and a free market - it is much more difficult to control development. But, without some controls, the destination can lose its "look" and, indeed its soul. Don't get me wrong, I'm not about stopping progress, but progress should be consistent with the brand when possible. Is a sixty story hotel appropriate in Waikiki? How about a forty story hotel? I don't know the answer, but the question certainly merits discussion and debate. Is steel-wheel-on-steel rail transit the right rapid transit solution for a resort destination like Hawaii? Should aesthetics be part of the conversation about what transit is appropriate? Once again, I don't know the answer, but I think the issue should be discussed.

Just this week a developer removed the decorative grillwork from a 1960s era building in Honolulu (The "Queen Emma Building - see photo). The developer plans to "modernize" the building by replacing decorative grillwork with a glass curtain. Is that a good thing? It depends on the brand ... and what the brand should look like. I don't have an answer, but I wish these decisions would be discussed and considered rather than leaving decisions that affect the destination brand in the hands of a developer who probably hasn't thought about the bigger picture.

We've seen what happens when development isn't consistent with a well conceived brand identity. It doesn't look good.