TH: David, what does the Glasgow brand stand for?
DH: In my mind, Glasgow’s brand stands for a creative, modern, vibrant and progressive city, globally renowned for the warmth and humour of its people.
TH: What are your views on the new slogan “People Make Glasgow” and the city’s marketing to date?
DH: As with any slogan, there’s a “for and against” debate to be had.
For – It’s inclusive, focusses on a core value of what makes Glasgow the city it is and feels relevant for residents as well as visitors. Also an implication that other cities are less friendly or full of character perhaps??
Against – It’s not unique; “People make Liverpool” and “People make Manchester” could be equally true. It’s also not visually arresting or memorable and will require multiple executions to display the diversity of people that truly “make Glasgow”. I don’t personally think it’s as strong as previous slogans.
In terms of the marketing activity done to date, it has been hugely beneficial for the city. The partnership between the Marketing Bureau and the public & private sectors has been particularly impressive as it’s enabled the brand positioning to truly come to life through investment in infrastructure, facilities, events, retail and urban regeneration.
TH: How do you think Glasgow should position itself?
DH: Glasgow should continue positioning itself as the modern, welcoming and vibrant city that it is. Whilst other cities face the task of re-positioning or being stuck with a persona that is based mainly on history, Glasgow should maintain their progressive approach to being positioned alongside other metropolises. That’s where the city has done an outstanding job thus far and long may it continue.
TH: What impact do you think the Commonwealth Games will have on Glasgow?
DH: I think the Games will have an enormously positive impact on the city, financially and socially.
Glasgow has an incredible record hosting world class events, particularly in sport, and the Games will only enhance that reputation. The new Chris Hoy Velodrome and the Emirates Arena for example, are spectacular venues and it’s fantastic to now have world-class facilities like these on our doorstep.
The Games also bring huge opportunity to the business community, both in terms of supplying services to the Games and also in a wider context of how the city will engage with sponsors, delegates, global corporations and the public. Businesses have a unique opportunity to enhance their profile and increase trade as a result of the spotlight being shone on the city next year.
TH: Why should clients from outside of Scotland consider sourcing work from Glasgow agencies?
DH: Glasgow is famous for its talent, be that in music, architecture, literature or the digital community.
