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Hello there, I’m Jim Glover, That Branding Guy, for Once a Day Marketing and we are in
Durango, Colorado and recently The Smithsonian chose Durango as one of the top 20 best small
communities in the United States. So the strategic question is what makes Durango so special.
Think about branding from the 7Ps. First there is a product, it’s a gorgeous town, historic
town in the San Juan mountains next to the Animas river. It’s got restored store fronts,
it’s got a ski resort, and it’s an outdoor adventure kind of community.
Next is price, you can find condos from $149,000 here to homes for $2 Million. So you’ve
got quite a diverse range on price.
Promotion – they have a consistent story about this is a place you come for a great
quality of life, to ski, to go to college and to experience the outdoors.
Next is place. It’s situated in the southwest corner of Colorado, close to New Mexico, close
to Four Corners. There is a national park, Mesa Verde, nearby. So it’s an ideal situation,
it’s got great four season weather.
You’ve got great people in this town too. It’s interesting everybody seems to be an
outdoor enthusiast. They want to make sure that you have a good time and they are here
to have a good time themselves.
Then you have the physical evidence, as you look around this town you can see they take
great pride in all of the facades of their storefronts to really make them inviting to
you the customer to come on in.
And then the process, I just heard yesterday a very interesting story. There was a (restaurant)
fire on main street, and within one day they had raised $30,000 to help the local waiters
so they could get through the time it would take to rebuild the restaurant.
And we think about positioning. This town has made a claim on being one of the best
towns in all of America. They bring you quality of life, they understand the 7Ps, and they
work all the time to make sure that people outside of this community know it’s a great
place to live, to work and to play.
Like any great product, it’s important for a community to have a brand as well. Durango’s
brand is exemplary.
I am Jim Glover, That Branding Guy, for Once a Day Marketing and we will see you next time.