Another option for Houston's branding identity
I've talked about developing a new and better branding identity for Houston several times before. We need something a whole lot more compelling than "Space City" or "Bayou City" or "Energy City." The Greater Houston Partnership is currently working on some possibilities for a $30m marketing campaign behind their new 10-year strategic plan. To review two of my previous attempts:- "Houston, Texas - Problem Solved" based on the well-known Apollo 13 quote, "Houston, we have a problem..."
- "Open City" or "Texas' Open City of Global Opportunity" (more), summing up our friendliness, hospitality, entrepreneurial energy, minimal regulations (including no zoning), open-mindedness, diversity, affordability, social mobility, optimism, and charity
- NYC: Capital of the World (esp. financial), culture, media
- LA: entertainment and great weather
- SF Bay Area: tech
- Chicago: Capital of the Midwest, industry
- Boston: universities and research
- Denver: mountains
- Austin: live music, outdoors, and tech
- Miami: Latin America gateway
- Orlando: family fun
- Vegas: adult fun
The word I want to pitch to you is "Engineering." I was surprised no city out there has really cornered the market on "Engineering City" or "Capital." Now, you may be thinking that theme is too narrow, but it's actually quite broad. From the Yahoo dictionary:
In essence, it's another word for "problem solving," resolving the awkward-sounding problem from my year-ago post. Why wouldn't we want a city associated with problem solving and building great things? The best thing about engineering is that it's so flexible when it comes to putting another word in front of it to accentuate Houston's specific strengths:
- The application of scientific and mathematical principles to practical ends such as the design, manufacture, and operation of efficient and economical structures, machines, processes, and systems.
- The profession of or the work performed by an engineer.
- Skillful maneuvering or direction: geopolitical engineering; social engineering.
- Petroleum/Oil & Gas Engineering
- Chemical Engineering (refinery row)
- Aerospace Engineering (NASA)
- Computer Engineering (HP/Compaq)
- Software Engineering (BMC + others)
- BioMedical Engineering (the Texas Medical Center)
- Nano Engineering (Rice, UH, TMC)
- Freight Engineering (port, rail)
- Mobility/Transportation Engineering (our world-class freeway network)
- Culinary Engineering (our great restaurants)
- Hospitality Engineering (our friendliness)
- Business and Entrepreneurial Engineering
- Opportunity Engineering (Mayor White, City of Opportunity and social mobility)
- Urban Engineering (our approach to development and lack of zoning)
- Community Engineering (our regional sense of unity)
Finally, there's the ever-important need to put a global spin on our identity to break out of the regional pigeonhole. Some options: