OPINION
Conversation and Convergence
In 1997, an effort was undertaken to brand the Jewelry District, with metal signage attached to numerous street signposts throughout the district.
The sprite figure on the sign was then “recycled” as part of United Way of Rhode Island’s marketing campaign later that year by the ad agency that designed the metal signage.
One of the few remaining signs of that ad agency-promoted branding effort still hangs on the street signpost on the corner of Chestnut and Elm streets.
Sixteen years later, as the Interstate 195 Redevelopment District Commission begins to market the land to developers, the commission is considering a new, catchier name for itself, such as “Riverlink” and “Relink.”
The remaining sign from the previous branding effort may offer some historical guidance on what doesn’t work: a clever name, a snazzy sign or an upbeat slogan promoted by a well-connected ad agency will not make a branding campaign successful, even if it’s in Rhode Island’s own backyard.
As Richard Horan says so well: “I think projecting a provenance for such a district can be problematic, particularly when done pursuant to political fiat, as seems the mode of action with the Knowledge District thus far.”
The hallmark of the Rhode Island’s emerging knowledge economy and its innovation ecosystem is collaboration across boundaries, and conversation that is inclusive.
Institutions that have long held the reins of power in decision-making – whether it be newspapers, hospitals, insurance companies, universities, well-connected firms or elected officials – are finding that people in the digital economy no longer respond to their button pushing.
In Rhode Island, in the health care reform evolution, the delivery of care is shifting from hospital-centric to patient-centric. In health insurance, the new exchange is opening up choice for employees.