After reading the feature article on Busselton’s sea change challenge, (WA Business News, September 30) and as professional marketers located in the town, we could not let this opportunity go by to comment on some of its assertions.
Yes, the comments are absolutely correct, we need an identity but it’s hard to agree with the politician who wants us to ride on the back of our next door neighbour, Margaret River.
Capitulating and taking a ride with another identity, because creating your own brand is costly, is not even a bandaid solution.
In our opinion, as serious brand strategists, it will be more costly if Busselton refuses to build its own brand.
Believe it, Busselton has its own very unique and beautiful appeal with beaches, a seaside atmosphere, great facilities, cafes and much more. Busselton is definitely not Margaret River and trying to jump on the back of someone else’s image is plain folly.
Busselton has its own proud history, not to mention the fact that many, if not most of the so-called ‘Margaret River Region Wineries’ are situated in the Busselton shire.
Yes, we need to brand Busselton and yes we need to do it quickly.
As a company, we brand for small and big business alike and it is vital that people with real expertise in the development of branding strategies get involved and drive the initiative.
It is overdue and, make no mistake, it’s very necessary. We need to act, not sit on our hands and accept the status quo, because we missed the boat the first time. Failure, Mr Politician, is daring not to try.
We are not Margaret River’s poor relative. We have the wherewithall to communicate our differentials, and if we can get our leaders to take a good look at our shire with new eyes, it can become what it was always intended to be.
This is not about parochialism. It is about strategy. Busselton has much to offer both residents and guests, however as a tourist town it can never live up to the latest tourism slogan ‘It’s the Real Thing’ if it remains as a cardboard cut-out of somewhere else.
Our political representative needs to re-evaluate and lead us to strategic success.
Scott Robinson
Jack in the box
