Browsing articles in "Branding"
Apr 29, 2009

Place Matters : Especially in the World’s Best Visitor Destination

Given that urban redesign and public/ private partnerships are allegedly becoming often used tools in Honolulu’s revitalization and restructuring, it is important for the city and state to examine best practices as it looks for places to save money and make deals.

Following best practice examples will also help us avoid undermining quality of life for our citizens and the millions of visitors who are so important to our economy. It is part of the reason for the call by the AIA to reexamine transit, considering light rail instead of heavy rail.

Likewise, the shortcomings the EPA identified, and which the city chooses to ignore — like the preservation of the Banana Patch — will have an adverse affect on this very important place. Continue reading »

Apr 28, 2009

Just Because You Can Doesn’t Mean You Should

Governor Lingle should veto the new taxes on tourists — that goes for the increases in the TAT and also for the car rental taxes buried in the highway bill.

One of my first jobs in Hawaii was at the Sheraton Waikiki. Our administrative offices were on the fourth floor and every day I rode the elevators, envious of visitors smelling like coconut oil. They seemed oblivious to the hideous Dorothy Draper interior design, and thought Waikiki unbelievably cool.

That was in 1973. A lot has changed in the last thirty five years, but one thing hasn’t: our absolute dependence on tourism to keep these islands going. The first time the legislature levied the “TAT,” we didn’t live our lives online. This time, we live our lives online and loyal visitors who follow Hawai`i know what we do when we need more money. We tax them, and hope they won’t notice. Continue reading »

Sep 3, 2008

Hawaii Should Come First

Bleah Hawaii. Finally, we have made the New York Times editorial page. Not so ironically, the editorial piece on Hawaii was third in a list – the first being The Wrong Priorities and the second being Great Wall of Fluff. That pretty much sums up Hawaii’s current dilemma.

Now we hear that “sewage spills are not unusual in U.S.” — that Los Angeles has had more than 4500 sewage spills in a 10 year period, that Louisville and Jefferson County have been dumping sewage and storm water into the Ohio River totaling “billions of gallons each year.” Well – as the Church Lady would say on Saturday Night Live: “Isn’t that special?”

This is a whole new twist on Hawaii’s age old worry that things are better on the mainland. In a real life demonstration about the old adage of birds not pooping in their own nest, Hawaii has done that and more. Never mind that we made the right decision to direct the stuff in the (recently cleaned up) Ala Wai Canal, we have made the wrong decisions year after year after year. Hawaii is the home of “if we can’t see it, it won’t hurt us.” Continue reading »

Jul 3, 2008

Contemporizing Your Corporate Identity is Key to Brand Strength

Most customers have probably not noticed the simple changes that have been made to update the Pizza Hut, Burger King, 7 Up and Evian identities – but those subtle changes are key to keeping these consumer brand giants – well, GIANT.

We expect mass retail brands to revitalize their corporate identities periodically – but many businesses don’t apply this sound practice to their own logos. Updating and contemporizing corporate identities helps strong brands to say on top – even in the corporate sphere. Sometimes, corporations use the introduction of a new product to mark a change in corporate identity – as IBM did with the introduction of the ThinkPad – signaling IBM’s intention to recapture the ground it has lost in one of its most important brand values: innovation. Continue reading »

Dec 3, 2007

Brand in the ( Workplace ) Environment

Paying close attention to extending the brand’s positioning to its stores has made Starbucks the universal “third place between home and work” and given the company “a unique advantage over most other consumer brands – we are both a place and a product you consume,” according to Howard Schultz, the founder of Starbucks. The consistency of the environment with the brand promise are also key to the success of McDonald’s, The Gap, Footlocker and Jamba Juice – to name a few.

If the branded environment is so important to customer experience, and employees are likewise the messengers of brand essence – then bringing the brand to life in the workplace should be at the top of a CEO’s agenda. But, as we all know, most companies look to the bottomline and not employee experience of the brand when considering how to design or renovate the workplace environment. Continue reading »


Gloria. Circa 1955.

Gloria. Circa 2012.

Other than working for the American Red Cross in Korea for two years, Gloria Garvey has lived in Hawai`i since 1971. Her opinion and other writing has appeared in: The American Philatelist. Honolulu Weekly, The Honolulu Advertiser, The Honolulu Star Bulletin, The Star Advertiser, Hawai`i Reporter, Pacific Business News, Island Scene, The Design Management Journal.

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