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Five Brand Position Ideas For The Esplanade Association
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Transcript of Five Brand Position Ideas For The Esplanade Association
Submitted byEdward Boches
Chief Innovation Of!cer, MullenProfessor of Advertising, Boston University
@edwardboches
Five positioning ideas for
Since I’m not there, a few things about me. I’ve been a partner at Mullen for 30 years and spent 15 of them as executive creative director and chief creative of!cer. During that time I helped position and launch brands that include Monster.com, Google Mobile, Nextel, Stride Rite, Tufts Health Plan, Oxygen Media, Puma apparel, Reebok Golf, Lending Tree and many more.
Today I remain at the agency part time as its chief innovation of!cer and teach advertising and creativity at Boston University where I am a full time professor.
I often commute by bike along the Esplanade from the Longfellow Bridge to BU. It’s both a joy and at times treacherous. Of course, you know that.
Edward Boches
Objectives:
Develop a position and tagline for The Esplanade Association
Connect it to the Esplanade’s many uses and the Association’s mission
Make it work for both the Esplanade (the park) and the Association
Consider use in future marketing efforts and signage
Be "exible enough to work with a new name or logo
Overview
Boston is a great city indoors. We have museums and concert halls. Historic sites and restaurants. Places to gather, connect, and be inspired. But Boston is also a great city outdoors. Thanks to the Esplanade and all that it has to offer.
Everything from morning yoga classes, to eagerly anticipated concerts. As a result people come to play and relax. To see and be seen. To wander and wonder. And to get away from the indoors and into the outdoors. Spend a little time on the Esplanade and you quickly realize that Boston is a great place to be outdoors. And the Esplanade is Boston’s great outdoors.
Reason why this idea works:
The nice thing about this idea is the double meaning of Boston’s Great Outdoors. It suggests that Boston is great outdoors, thanks to the Esplanade, and also reminds us that the Esplanade is Boston’s great outdoor experience.
Works for: The Esplanade The Associationx x
Boston’s Great Outdoors
Restoring Boston’s Great Outdoors
Restoring Boston’s Great Outdoors
Restoring Boston’s Greatest OutdoorsPreserving Boston’s Great Outdoors
Options
Note:
There are a number of ways to play with Boston’s Great Outdoors. This direction has lots of potential.
Why do we come to the Esplanade? We come to walk along its winding path. Or !nd a secluded bench beneath a tree. We come to cycle and sail. To read books and to daydream. We come to watch our children play. Or to be children again ourselves. We come because we can hear music. Or discover silence. Work off calories consumed that day. Or savor an ice cream. We come to escape the heat. And to !nd the warmth of the sun.
We can do all of those things elsewhere. But the Esplanade, with its natural beauty, its plants and "owers, its many views and its proximity to the river makes them all better. Life – whether strolling, stretching, playing or pondering – is better on the Esplanade.
Reason why this idea works:
This idea allows the Association to portray and reBlect the many activities offered by the Esplanade in a way that can brand both the park and the programs offered by the Association.
Works for: The Esplanade The Associationx x
Life is better on the Esplanade
Life is better on the Esplanade
Strolling is better on the Esplanade
Music is better on the Esplanade
Yoga is better on the Esplanade
Pondering is better on the Esplanade
Playing is better on the Esplanade
Holding hands is better on the Esplanade
Daydreaming is better on the Esplanade
is
is
is
is
is
better on the Esplanade
better on the Esplanade
better on the Esplanade
better on the Esplanade
better on the Esplanade
Yoga
Sailing
Hatch Shell
Playground
Ice Cream
Lagoon
MIT Bridge
BU Bridge
Boston is better on the Esplanade
Making life better on the Esplanade
It’s the antidote to the stress of urban living. To the time we spend in cubicles and small apartments. At the end of the day, you may think you need a drink, but what you really need is a little Esplanade.
You need time outdoors, proximity to nature, space to think and unwind, or burn off some calories. You need the sound of birds chirping. The wind rustling the leaves. The river lapping at its banks. You need a shot of outdoor beauty, of Mother Nature in the middle of the concrete jungle, of a reminder that there is rejuvenation available for the taking.
What you need, what we all need, is a little Esplanade.
Reason why this idea works:
This idea encourages and reminds people to use the Esplanade for what it does in so many different ways: it offers us an antidote to the stress and and pressure of every day indoor life. It also reinforces the mission of the Association. If we all need it, we need to care for it.
Works for: The Esplanade The Associationx x
We all need a little Esplanade
Because we all need a little Esplanade in our lives
It’s easy to take our parks and recreation places for granted. Or to assume that they are the responsibility of someone else. The city. The state. The Parks Department. But like any great resource, we have to take care of our urban outdoor spaces. We have no choice but to protect, restore, plan, execute, and make sure that a place as wonderful as the Esplanade, a space so essential to quality of life in our city is cared for.
The Esplanade Association is that someone. We’re here. To preserve the Esplanade. To make it better than it’s ever been. And to make sure it’s still here for generations to come.
Reason why this idea works:
It’s a reminder that we can not take the Esplanade for granted. And it lets everyone who uses and enjoys the space know that there is an organization that both strives to preserve the past and make the future even better. The Esplanade isn’t merely a place for the moment, it’s a place for all time.
Works for: The Esplanade The Associationx
For the next 100 years
For the next 100 years.
In the original plans, the Esplanade offered us a stunning tree-lined park, gracious archways, inviting footbridges, and inspiring views. But that was before parking garages were erected, before Storrow Drive introduced noise and pollution, before budget cuts forced a swimming pool to become a compost pit. Still, behind the erosion, the deteriorating bridges, the aging architecture lies the stunning beauty of one of the world’s great urban parks.
But it needs a vision and a plan to execute it. To restore the landscaping, rescue gathering spaces, revitalize the facilities and reclaim space that rightly belongs to the Esplanade.
Everyone wants the Esplanade to be beautiful. But it takes a committed group of people to bring it back.
Reason why this idea works:
This idea focuses on the Association’s role in restoring the Esplanade to its intended glory. By suggesting that the beauty needs to be brought back, it calls attention to the deterioration, the old architecture, the imposition of Storrow Drive, etc. while declaring that the Association is doing something about it.
Works for: The Esplanade The Associationx
Bring back the beauty
x
Bring back the beauty
Boston’s Great Outdoors
Life is better on the Esplanade
We all need a little Esplanade
For the next 100 years
Bring back the beauty
Recap
Some Alternative Lines
Where Boston lives outdoors
Preserving Boston’s life outdoors
Restoring splendid to the Esplanade
We all need a little Esplanade in our lives
“We want a ground to which people may easily go when the day’s work is done, and where they may stroll for an hour, seeing, hearing, and feeling nothing of the bustle and jar of the streets where they shall, in effect, !nd the city put far away from them…”
(Frederick Law Olmsted, 1870)