Alunh

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  • in reply to: Wrexham New Branding proposal. #199928

    Alunh
    Participant

    Totally agree Jane

    This area is dealt with in Point 10 of the original post I placed. The “village”. When WCBC brought in the Manchester Met to have a look at this issue, and they are experts on the matter, they were making the right moves. They would have assessed what the various key players, the public obviously included, might be inclined to and what was viable.

    All of that went very quiet.

    Eerily quiet

    in reply to: Wrexham New Branding proposal. #199912

    Alunh
    Participant

    Which takes us back to the original concept of branding. If the current mega-trend works its’ way through, it would be helpful if WCBC came up with the requisite brand identity……and……if the Markets are deemed to be a key element in that branding (plus the Indie shops), then action does need taking to get ahead of the curve.

    To this end, it’s probably a good idea that things like the Techniquest Centre and the tourist Information Centre have now been moved or actively encouraged to move to the Market/Indie sector of town. Hopefully more sensible actions will follow

    in reply to: Wrexham New Branding proposal. #199908

    Alunh
    Participant

    Agreed. As things stand, Wrexham is too spread out Wrexham ITK. Sadly, one reason for this is the quest for customer access. M & S moved out of the town because older town centres no longer suit their purposes (unless, like Chester, they’re very busy). Plas Coch, Island Green, Eagles Meadow and Broughton have all been developed for that reason. Reversing that pattern won’t happen in Wrexham unless access issues are resolved.

    The second thing is money. Government doesn’t want to throw money at property owned by the private sector and, in the main, nor should it. There are targeted funds available for development and heritage projects, as you would expect, but a more prudent approach might be to reduce business rates to encourage private sector money to come forward in pursuit of profits

    in reply to: Wrexham New Branding proposal. #199869

    Alunh
    Participant

    Disagree Jane

    The Internet and the current Pandemic between them will shake out the Multiples. Even before the Covid crisis, the most viable route forward for towns was to go Back to the Future. Cafes, Nail Bars, local services, the Arts, the Crafts, the Curious and Unique, these will be at the heart of the reconfiguration. Markets won’t be what they once were but some pivot towards local and independent is almost inevitable

    in reply to: Wrexham New Branding proposal. #199824

    Alunh
    Participant

    Hi Jane

    Choice and behaviour are interesting themes. The reason that Benjamin is correct about the current approach in Branding terms is that WCBC appear to have churned out some simplistic words which they hope will appeal to potential shoppers, tourists and even incoming residents. The juxtaposition of words and reality cause damage and when my plagiarised article talks of the village, you get that.

    WCBC’s plan should be based upon what could be, what we have, and what we can build upon. I did this with my business and I enjoyed the busiest year I had had in retail 2019-2020. I left on a real high.

    The “academic” work isn’t intended to be academic at all. It is just a basic lesson for life. Don’t try to sell a pretend product, but attempt to identify a realistic projection of what the town can be with some major tweaking. There are some doomsters writing on these sites that think that can never happen. It may not happen in a flash but it can happen. Sadly, it won’t happen if responses are based upon bland nothingness

    in reply to: Wrexham New Branding proposal. #199818

    Alunh
    Participant

    Quite agree with Benjamin’s sentiments.

    Health warning

    Please feel free to pass the re-work of an academic’s sentiments as outlined below (as paraphrased by myself).

    The rebranding of Wrexham: a reworking of the branding expert Roger Brooks
    Wrexham is a town (and county borough) searching for an identity. My mum, who shopped here in the 1960s, constantly referred to it as a Market town. On Social Media, this short summary of what people think that the town either is, should be or could be, crops up time after time. Unfortunately (or perhaps fortunately?), the 1960s came and went. Wrexham changed. Supermarkets and Multiples have come to the town. The Markets are clearly not what they were. Times have changed and so too have purchasing patterns. This is the age of the Internet.
    Context
    As we search for a fresh identity, one which the town can develop and grow around, we have to recognise where we are as a town. Whilst many complain bitterly about Wrexham, it remains the case that the town has more shops and restaurants/cafes than any similar unit in North Wales. The town includes a huge ensemble of Independent and Market units, micro businesses that employ less that 10-20 employees and which are scattered around the Secondary sites of the town (with many also on the prime retail streets). There is considerable fluidity within this sector as micro-businesses enter the market place and leave. That said, many are of long standing. I will refer to these as Wrexham 1 and they occupy streets including Charles Street, Henblas Street, Chester Street, High Street, Yorke Street, et al. There are several pockets of Multiple development that remain relatively full of let units, those including Island Green, Plas Coch, Eagles Meadow, the Border Retail Park, the Central Retail Park and the Salop Road Development. I will refer to these as Wrexham 2. Wrexham 3 is the problem area. This is the area at the heart of the old town occupied largely by a rump of Multiple traders who did not relocate to Wrexham 2 as Wrexham morphed. There are some very impressive businesses within it and the outside observer would note that pockets of strong retailing have survived in some parts of those streets once almost entirely Multiple dominated (in others less so)
    The objective
    Given that Wrexham needs an identity, Wrexham needs to be re-branded as a vibrant yet convenient Anglo-Welsh border shopping and market town, a hybrid with the pick of the nation’s multiples but whose community identity is rooted in its Local, Independent, Retail and Markets offer fused with its outstanding Events, Arts and Craft offer. This can be achieved without seeking City status (and, indeed, I would argue that the town’s brand would be advantaged by avoiding City status). Achieving such is feasible for Wrexham. Why?
    1. Brands are perceptions
    Logos and slogans are NOT brands. Wrexham’s community brand is what people think of it, what their perceptions will accept, digest and be prepared to move towards. It is what people expect they will see and experience when they are in your area – good and bad. Logos, slogans, graphics and ads are just marketing messages used to support and promote the brand. Marketing Wrexham in the terms that I have outlined above is realistic and fits in with people’s perceptions.
    2. Brands are built on the perceived nature of the offer/product
    A brand makes a promise, and that promise is built on what is perceived to be available to the customer. You must have those activities, amenities and ambiance that match broadly with your brand promise because disappointment can be a brand killer. One of the problems in the early phase of Ty Pawb is that the marketing has over-egged the offer and the disappointment felt has amplified the damage to the Ty Pawb brand.
    3. Brands are earned: sometimes good, sometimes bad
    You never just “roll-out” a brand and expect the brand to fly. You must earn it and build it over time. Since a brand makes a promise, it’s essential that the promise is fully realized, obvious, and pervasive. Often towns and other communities need to focus on a repositioning or rebranding effort in order to change the perception of the community, which can be an arduous and time-consuming process that MUST start within the community.
    4. Brands are developed through PR and word of mouth
    You always build your brand through public relations and advertising can be used to maintain your position once you own the brand but, equally, can damage the brand. Remember, brands are perceptions – what people think of you. Advertising is what you think of yourself. You need the 3rd party endorsement that effective public relations can provide. Start with the web – blogs, YouTube, reviews, etc.
    5. Brands must be experiential
    Community brands MUST be experiential or activity-driven, not just based on something to look at or a warm and fuzzy feeling. There must be something solid in the offer. Geography, historic features, scenery and “feel good” slogans are very rarely effective brands and whilst they can be part of the ambiance, the stage, there needs to be more. People are looking for experiences, things to do. Static attractions that are simply things to see quickly become “been there, done that” experiences, and thus not sustainable brands. Ty Pawb has fallen into the classic trap of lacking things like a 24/7 pottery or working Art facility (complete with easels) and the offer remains insubstantial.
    6. Branding is the art of differentiation
    Wrexham’s brand is what sets the town apart from everyone else. When someone mentions Wrexham’s name, what is the first thing that comes to mind? A City or a Market town? One differentiates the town from its greatest and nearest competitor, the other doesn’t. The name must become synonymous with the brand.
    When we mention the following communities, what comes to mind?
    Llangollen
    Rhyl
    Stoke
    Liverpool
    These places are all associated with something that differentiates them from each other and if we placed the words Pottery, Beach, Eisteddfod and the Beatles these towns are easy to identify. But would you have ever heard of Salem, Massachusetts if it hadn’t been for the witch trials that took place over 300 years ago? A brand sets you apart from everyone else and puts you on the map.
    7. You must jettison the generic
    Avoid, at all costs, the generic in your marketing. If a slogan can be applied to virtually any community, it is too generic, and doesn’t make you stand out from the competition. The days of “A Great Place to Live, Work and Play” are over. That’s what everyone says about their community. Remember – differentiation. Any community can say “great place to visit,” “Four Seasons of Fun,” “Fun for the Whole Family,” “Unique by Nature,” or other such bullshit. Do those tell you anything about Wrexham, what you might experience there or give you any reason to go there? Much better to state that Wrexham is (as the brand statement above describes it) PLUS it is the home of Wrexham FC, Glyndwr University, several Markets, Eagles Meadow……and so on
    8. Say no to focus groups
    You NEVER build a brand using focus groups. Period. If creative services come into your local focus group and sell you on a logo or slogan by explaining what makes it so great, are they going to be there to sell it to everyone who sees it? If a slogan has to be explained, toss it. Focus groups come up with slogans that are generic and designed to make everybody happy. “We have something for everyone.” You need to set yourself apart, not try to be everything to everyone.
    9. Find your niche, your specialty
    Wrexham needs to understand the difference between its primary lures and its diversions. The primary lure is what people can’t get closer to home, and it makes you worth a special trip. This may include Erddig, the Pontcysyllte Aqueduct, Yale’s Burial site, the Parish Church, et al
    Diversions aren’t the primary attraction that brought the visitor – people could do diversions closer to home, but they will do them while visiting you as well. Golfing, bird watching, trails, parks, local museums, historic downtowns, wineries and outdoor recreation are usually diversions. (They are sometimes the primary lure – if they’re the biggest, the best, or the first.) And it’s OK to be a diversion! Eighty percent of visitor spending takes place on diversions. Why do you think Disney built Downtown Disney?
    It’s critical to promote the town’s primary lure first, diversions second. What makes you worth a special trip? In the case of Wrexham, it has to be the unique width of its offer BUT and this is a big BUT it has to be also about developing that width by a concerted effort.
    10. It takes a village
    It takes a village to build and own a brand – everyone must be on the same page and pulling in the same direction. Can you imagine what would happen if every Coca-Cola bottling plant designed its own Coke logo, label and ad? The Coke brand wouldn’t exist. You are much more powerful as one loud voice than a number of small voices. It is vitally important for the local government, chambers of commerce, business groups and destination marketing organizations to work together to bring a brand to life. This is still lacking in Wrexham. So, what do people think of when they think of your town? What sets you apart from other communities nearby? Is that what you’re promoting? Embrace what is unique about your community and promote it – and make sure you’re ready to deliver on the promise so visitors will get the experience they’re looking for, and want to come back again and again. Most importantly, don’t damage the brand experience by making it penalising to access the products that your town offers. Access restrictions and poor inconvenient parking merely adds to the notion that you don’t want to sell your brand whilst your competitor does.

    in reply to: New Years Resolution: to self…….avoid Déjà vu #198332

    Alunh
    Participant

    Bryn Alyn and Clywedog are on the naughty step in special measures and Rhosnesni is in need of significant improvement. Wrexham’s approach to Secondary Education has had considerable criticism and the LEA has been told to urgently attend to these matters


    Alunh
    Participant

    Interesting bit of reverse psychology on show.

    I haven’t noticed anyone “foaming”, and I certainly don’t know the politics of the people contributing to the posts. Apparently, according to some experts, they’re “right wing”, probably Mail readers, possibly fascists, maybe Fox News watchers. Rabid, no doubt.

    This is the trouble when the counter to the “explanation” instantly delved into how many times the explainer had referenced the issue, and played with the semantics.

    Why not just make some sensible points and keep your toys in the pram


    Alunh
    Participant

    Why, thank you Wrex-iT. I trust that sincerity oozed through your keyboard when typing those words.

    I obviously touched a nerve…..to have the temerity to point out the obvious. Sarah Atherton, who was voted on a Brexit platform, has voted in support of the Government, on a matter where the Opposition party, now led by the biggest Remainer in British politics, has tried to hobble the likely trade deal with the US.

    My explanation, rather than the so-called comment that Everard presumed I was making, was merely for those people who laboured under the misapprehension that the NHS was “on the table” courtesy of any likely agreement with the US. This was never the issue. What is the issue, however, is leaving the EU. Leaving the EU seamlessly….and with the leverage to cut trade deals across the world…..will be achieved by having things to offer prospective trading partners. Rather like our current EU partners, foreign powers will want access to building HS2, our next generation of Nuclear Plants, et al. This is how trade deals work. Since Huskisson passed the 1823 Reciprocity of Trades Act, reciprocation has been the order of the day.

    Just saying


    Alunh
    Participant

    A nothing issue in the order of things can still be very interesting.

    Just saying

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