The awesome Andy Levine from DCI asked me to contribute to one of his new regular serioes of articles for Forbes magazine. He asked me and a handful of other people about our recommendations for an Extreme Makeover for Detroit.
As I’ve said elsewhere, I’m not trained as a marketer or a branding wizard, but I’ve spent enough years around the amazing cluster of those bright minds in Cincinnati that I guess I have learned a few things. And, of course, I have a soft spot for Detroit as a sister Rust Belt city.
But that doesn’t mean I’m in favor of dolling a place up and trying to make it something it’s not
Since I’m assuming that Andy will only use a bit of what I wrote for him, I’ll share the whole thing here.
Hi, Detroit. I’ve known you for a long time. I’m from the neighborhood. And I think you’re great. But yes, the last few years — all right, decades — have been tough on you.
I know an Extreme Makeover sounds appealing. You spend a lot of money, you get a brand new fantastic look, right? We do that with houses… and people… all the time. At least on TV.
But we know in our guts that Grandma was right: looks can be deceiving. And we’ve been burned too many times by cities pulling glossy bait-and-switches. My hometown of Cleveland can tell you all about that. We can all see when it’s fake, now more than ever.
Your flaws make you unique. And real. And you can’t hide them anyways. So be honest about them. Fix them, strive to address them, but own them. Trying to hide them, when everyone and their mother knows they’re there, just makes them all the more obvious. It’s like putting a heavy layer of pancake makeup over a big scar — it might look better from a distance, but when you get close enough to connect, the caked mess says more about you than the actual flaw does.
The Detroit Homecoming that you all did last year… That was brilliant. The fact that you matter to important people who have made their name somewhere else gives you the kind of endorsement many marketers would commit felonies to get.
That’s meaningful. That’s powerful. That’s real. Do more of it, and publicize it.
Consumer marketing people say, “your brand is your promise.” Effective marketing isn’t about trying to be everything to everyone. Effective marketing is about finding and connecting with your tribe — with the people who want what you can honestly promise.
The real question isn’t, how surface pretty we can make you or how much City Botox we can inject. The real question is, how do we show the world who you are and what you are striving to be. Because what you need, what we all need, is to be known and understood by the people who can love us.