Monday, March 10, 2008

Place Fit

Last month in US News & World Report, Dr. Richard Florida summarized some research in his new book Who’s Your City by saying, “If you find a place that fits you, it gives you more energy.”

Durham is all about “fit,” and in DCVB’s role to tell the Durham story, that is key. Marketing is merely a way of helping people make decisions, decisions on where to live and visit in this case. It isn’t about out-shouting another place or trying to be all things to all people. It is about distilling the essence of a place in such a way that it helps people make the right decision for them. So I guess you could say marketing is equally responsible for dissuading as alluring.

The great thing about marketing Durham is that it is different and unique. Some would say odd and quirky. But that’s all about “fit.”

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