Episode 076 – Dave Lorenz – creating a purely remarkable brand
Listen to episode 076
Here’s a bit of trivia in honor of the thousands of people that will be traveling around Michigan this weekend enjoying some of the many diverse and vibrant cities: What is the most visited city in Michigan? The answer is Detroit.
The entire state has gained popularity as a tourist destination in great part due to a brand campaign that residents and visitors immediately recognize in two words: Pure Michigan.
As we kick off the summer vacation season it seemed appropriate to bring you a conversation with Dave Lorenz, vice president of Travel Michigan, the division of the Michigan Economic Development Corporation responsible for overseeing the Pure Michigan brand. Dave sat down to give us an inside look at brand development and a few tips on how to stay in touch with new trends. He also had some inspiring things to say about Detroit and what’s ahead for the city.
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QUOTE IT
“We encouraged people not to worry about borders and boundaries, and taking chances to maybe cross-promote with another community.” (4:37)
“I need to take care of myself, and keep myself motivated. I do that by getting out into the industry as much as I can and be engaged with the industry as much as I can.” (11:49)
DIG IN
- Get Dave’s perspective on the importance of branding and how it can make or break your product at 7:39.
- Hear a great story around 14:26 about a time recently when Dave witnessed a group of people visiting Detroit for the first time, their reaction and what that meant to him.
TAKEAWAYS
- Nurture a supportive culture for a high-functioning team.
- Engage with others in your industry to check the pulse of what’s happening and what’s hot.
- Your brand is about the emotional connection people have with the idea of your company or organization.
- Let the data redirect your approach at every move.
- There’s an entrepreneurial spirit in Detroit that is evident everywhere from the local shops to the big businesses.
