I’ve watched the discussion over the Bowen Island branding unfold over the last few days and I have to say it has inspired me, challenged me in good ways, and leaves me once again grateful to be part of this amazing island.
Bowen has an amazing level of civic engagement that is once again revealed in this whole branding process. It took an amazing level of work, unbelievable hours and meetings, and some high level professional talent to get us here and it was all done by volunteers and donations.
Kudos to Gordon Ganong, Chris Corrigan, Murray Atherton, and the entire economic development committee, to Edward Wachtman and Sheree Johnson, and to Chris Staples and Rethink for doing the work and keeping the faith.
In regards to the conversations that keep happening on Facebook and elsewhere, it is encouraging to see so many willing to participate and to put themselves out there with honesty and frankness.
I have to admit I am not a big fan of the tagline “Tell your friends it’s awful here,” but it is resonating with people.
The challenge I have with the tagline is that I question its staying power.
Yes, the irony is funny. Yes, it’s clever, in a hipster clever kinda way.
But the punchline is a variation of a joke that has been around for at least awhile and is a bit of a one-liner. In a month or two, or 10 will we still find the tag witty and clever, or just somewhat cute and a bit tired?
The tag also evokes/embodies a not so nice, shadowy we-like-things-the-way-they-are-and-will-do-everything-we-can-to-prevent-change-from-happening spirit that exists on Bowen. It seems odd to adopt a branding focused on economic development that evokes a feeling of “go away,” or at least go away unless you ‘get us’ and our wonderful island, even in jest or humour.
Some of the draft campaign ads are a delight and a hoot. “Welcome to Bowen. Now get lost.” Now that’s funny in a truly Bowen kinda way. “Leave your baggage at the dock” – charmingly funny, light and serious all at the same time.
I am in awe of the potential and the talent of this island. Let’s celebrate that. Let’s grow that.
We’re not done yet. I would like to think the branding, and the branding process, is calling us to go deeper.
I would ask that mayor and council reconsider their choice of branding concepts.
David Adams
