Zipping down the Island Highway on the way to my Grade 1 reunion (yes, I乌鸦传媒檝e learned that is a 乌鸦传媒榯hing乌鸦传媒�), I happened upon a sign that caused me to look twice.
乌鸦传媒淪mall Town. Big Experience.乌鸦传媒� read the words on the approach to the City of Duncan. At just under 5,000 people, Duncan is Canada乌鸦传媒檚 smallest city, proclaims its friendly mayor, Michelle Staples.
Duncan went through a branding process in 2016, explains Ian Locke, executive director of the Downtown Duncan Business Improvement Association. Although it took place before his time, he says the BIA and the city split the cost. He describes it as a well-done branding package, with logos and all the elements the BIA needs in-house when it乌鸦传媒檚 doing different campaigns. He said the brand is 乌鸦传媒榮ynced,乌鸦传媒� matching the banners that were put up around town.
The main slogan is: 乌鸦传媒淪mall. In a big way.乌鸦传媒� But the theme is varied in keeping with the event or promotion.
乌鸦传媒淪mall Town. Big Taste.乌鸦传媒� 乌鸦传媒淪mall Town. Big Art.乌鸦传媒� 乌鸦传媒淪mall Town. Big Fun.乌鸦传媒� 乌鸦传媒淪mall Town. Big Finds.乌鸦传媒� 乌鸦传媒淪mall Town. Big Style.乌鸦传媒�
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The sign gave me pause because Salmon Arm乌鸦传媒檚 new brand, derived from its recent branding process (through a different marketing company than Duncan乌鸦传媒檚), is 乌鸦传媒淪mall City, Big Ideas.乌鸦传媒�
Mayor Staples agrees Duncan乌鸦传媒檚 brand has been successful. It乌鸦传媒檚 been versatile, allowing the community to showcase a variety of attributes.
乌鸦传媒淲e have fun with it 乌鸦传媒� everyone can adapt it to what they乌鸦传媒檙e working with.乌鸦传媒�
And she乌鸦传媒檚 pleased Salmon Arm乌鸦传媒檚 is similar and hopes it will be similarly successful.
Staples reveals that she lived in Sicamous for her first three or four years and her family came back to the Shuswap regularly to visit. Her father taught in the school district. She wonders aloud about some kind of collaboration.
乌鸦传媒淲e have sister cities between countries 乌鸦传媒� maybe we could have one in B.C.,乌鸦传媒� she says, adding she might talk to Salmon Arm乌鸦传媒檚 mayor one day.
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Lana Fitt, Salmon Arm乌鸦传媒檚 economic development manager, says she has seen variations of the brand, but none exactly like Salmon Arm乌鸦传媒檚. It refers to small city living 乌鸦传媒� a short commute, low crime rate 乌鸦传媒� matched with larger urban centre amenities such as an abundance of talent in the arts, technology and more.
While there may not be another community with the Small City, Big Ideas brand, it乌鸦传媒檚 a popular title for articles and forums online. And if the city were ever to entertain the idea of another sister city, we could also look to our kilt-clad friends to the east. According to the Internet, the logo of Perth, Scotland is Small City, Big Personality.
It just goes to show: Small City, Small World.
marthawickett@saobserver.net
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