Thursday, October 25, 2007

25 Water-Cooler Fables

It is often said that marketing a community is a lot like marketing any other product, and that's true. But it is also much more complicated, especially in a community as complex and outspoken as Durham.

We'd like to root out some negative word of mouth in nearby communities, but it's more like dealing with family than a competitor and takes just the right balance.

Then at home, it is more like friendly fire. There are always one or two people, usually with no communications background, who think we're being too strong or too soft or too paranoid. And then there is always one or two "can't we just be positive and it will all go away." I wish.

While it's our job and our experience and background and our tushes on the line, it is important to remember there is always a both/and. Here is the latest incarnation of a document that came from a visitor turned newcomer years ago.

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