A Different Path for Orlando

March 17, 2014

“Be different.  No…really different.”  That was advice that I shared some years ago in an IEDC Journal article titled, “The Calf Rarely Brands Itself.”

Earlier this week, I had the chance to sit down with Ken Potrock, Senior Vice President/General Manager of Disney Vacation Club and Adventures by Disney, and Rick Weddle, President/CEO of the Orlando Economic Development Commission. This duo – along with a committee of community leaders – is launching “Orlando: You Don’t Know The Half of It” as the community’s new business brand.

Orlando Branding

When I first heard the new tagline some weeks ago, it had the quiet ping of “wow, that’s perfect.” It plays off of Orlando’s well-known tourism prowess but invites individuals to learn about the region’s “other half.”

I queried Ken and Rick about the reaction to the new phrase. At home, leaders and the local population “get it.”  Even the tourism industry has embraced it. And to the outside world – corporate executives and site selection consultants – it has the ring of truth and brings about, “Gee, I really don’t know much about Orlando’s business climate.”

Other opinions? I’d love to hear thoughts from other economic developers – positive or negative – on the topic. I’m a fan of what Orlando has created with their tagline and business brand.

Written by Andy Levine

Andy Levine is President/Chief Creative Officer of DCI. Since joining DCI in 1991, he has worked with a broad range of places from “A” (Alabama, Asheville, Australia) to “W” (Wales, Wichita Falls, Wyoming).

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