Let's play spot the shark...
I’ve tried, but I really can’t think of a city with a bigger disconnect between its real talent and the pool of people it promotes as its public face.
Wasn’t it fruity old Oscar Wilde who, when asked why America was such a violent society, suggested: ‘Because you have such ugly wallpaper’?
His point? That by accepting the second-rate, the derivative and the artistically vacuous, we devalue ourselves and those around us. Actions which can only, eventually, lead to violence…
(I’m about to make a huge leap here, but bear with me)
What does it say about Liverpool when, time after time, the same tired faces are held up as unofficial ambassadors for a city that they, increasingly, do not speak for. For a city that, simply, has moved on?
Liz McClarnon? Not in my name
Pete Price? Not in my name
Alex Curran? Not in my name
Ricky Tomlinson? My arse.
This month, we’re faced with the second ex-member of Atomic Kitten in three months on the cover of the magazine calling itself Best of Liverpool (she’s in costume, carrying a knife. Yup, nice brand-tie in that. Let’s hope they don’t have airport style security in the wings of the Empire, or she’ll never get on stage.)
Best?
The magazine covers were sandwiched with an issue featuring that Hollyoaks star recently arrested outside 3345.
Inconsequential? I don’t think so.
Liverpool is currently one of the most vibrant, artistic and creative cities in Europe. Grassroots organizations like Culturepool tap into our will to get involved, kitchen-table projects are seized upon by the rest of us, making enterprises like Artinliverpool.com far more crucial than visitliverpool’s official site, and the Biennial’s Independents are just as thrilling (sometimes more so) than the shindig itself.
But our mascots are letting us down. Throwing punches in grim cocktail bars, spouting bigoted ill-thought out crap in the evening paper or setting up nightclubs where there’s more switchblades and stabbings than turntables and tunes.
Which is why, in 2010, we really do need another hero. And why it’s time to cull the dead weights.
We’re moving forward, and some people are simply not wanted on voyage.
Why do we allow Amanda Harrington have a column in the Echo? If she’s not speaking for us, I suggest we let the editor know.
Nook and Willow, pic by Mark McNulty (www.mcnulty.co.uk)
What, exactly, has she done for the city? Sure, her altruism towards friends knows no bounds, as, every week, she puffs up their latest ventures. But why not give the space to someone doing something creative, inclusive, inventive – something that challenges the stereotypes, rather than confirming them? Why not another daughter of the city, Esther Wilson? She can write award winning plays as well as wear clothes and hold a Champagne flute. Who knew?
And why focus cover shots on ex-members of an ex-girl band? Especially when Liverpool has no shortage of women who can hold a guitar, a Champagne flute and a tune. And one they’ve written themselves.
Isn’t it time, as we strive to project a confident, world-class city, that we dump the obsession with women whose only asset is their husband? With women who are always photographed in furs, falling out of Newz Bar, rather than out of, say, The Unity, or the CUC? Sure they can hold a handbag, but isn’t it better to focus on the producers ( the excellent Nook and Willow) rather than the consumers?
So, what would Liverpool taste of?
According to people who get paid a lot of money for this kind of thing, 2010 will be the year cities start upping their game and polishing their brand identities. We’d better sharpen up.
Speaking as someone who’s no fan of Liverpool’s branding, it’ll be interesting to see how the city reaches out to the world in Shanghai. It’s a bold move, and one which will gain a good deal of media exposure. But let’s get our house in order first, and stop promoting the detritus and the defective.
Liverpool’s not short of PR agencies. But, of course, they’re not duty bound to present the best of Liverpool. They’re duty bound to keep the cash flow healthy. October communications has to defend its client, Mann Island. And no one, surely, can think of those scally-tastic door wedges as an asset to our fragile grip on the UNESCO list. No one apart from those who are paid to do so, that is. Wouldn’t it be great if they used their clout (and let’s face it, they’re the ones who fill the papers) to promote the really great stuff – pro bono – because, ultimately, we all benefit?
In a world saturated with brand DNAs, Media Evaluation and PR Benchmarking, the latest must-have for cities is to tie in with global brands which ‘fit’ the city.
Absolut recently embarked on city-inspired range of vodkas. If you’re looking for US maritime cities with an urban mix of history, creativity and reinvention, you could do a lot worse than Boston. A population broadly similar to Liverpool’s, and a backstory just as colourful. It’s recently launched Absolut Boston – a black tea and elderflower infused spirit. Why did Absolut choose Boston? That it’s a newly invigorated city, with a core of creative types who are fairly, and intelligently promoted by the city’s media can’t have harmed, that’s for sure.
Similarly, French fashion house, Guerlain launched a series of city-themed perfumes earlier this year. Moscow, apparently, smells of musk, fruit and wood.
To create a successful city brand, you have to focus on the city’s core promise, its relevant differences to its competitors, its creative heart, and its credibility. We have them, all of them, to spare.
But unless we present a true reflection of who we are, where we’re at, and where we’re going, we’re only going to smell of desperation, and we certainly won’t be raising our glasses at the top table any time soon.
Sorry to spoil your panto season, Natasha, but your career? It’s behind you.
(PS: I’ve still got a soft spot for Jennifer Ellison)
17 responses so far ↓
northernuproar // 8 December 2009 at 10:30 am
Awesome post mate. I think the problem spreads far and wide in terms of picking ‘faces’ for home towns.
I have had to endure Johnny Vegas being the face of St Helens for a good few years now. Then again the only thing seperating alot of St Helens from the heavy drinking, heavy smoking rugby loving Vegas is a talking monkey.
David Lloyd // 8 December 2009 at 10:33 am
Cheers. To be fair to the chap, though, at least he’s equipped with a brain. Albeit one that he risks losing if he does one more series of Benidorm.
nina nook // 8 December 2009 at 10:48 am
Well said David!! Couldn’t agree more.
We love you too!
David Lloyd // 8 December 2009 at 10:52 am
so the crocodile skin Art-Deco clutch is in the post, yeah?
Matt Wardle // 8 December 2009 at 11:32 am
Superb, a very accurate insight into a city that’s brand has been mismanaged for far too long. 9 months ago I left Liverpool to work in Saudi Arabia as a Brand Manager for a new city (www.kaec.com) literally being raised from the desert sands. I became totally disillusioned with my home town, its leadership and the decisions being made by the ‘ill-informed few’. To Brand a city takes so much more than a pretty (or not so) logo and a gaggle of has-been celebs touting the thin propaganda of an antiquated PR machine.
Liverpool lives in a bubble, it believes its own hype, and this is a dangerous stream to carry on down. I can only place the blame directly on the shoulders of those that helm this ill-fated Yellow Submarine into unchartered waters.
I remember the launch of 08. If memory recalls the brand was conceived by a London/Manchester agency and then ‘handled’ by a Liverpool firm. How was the incredible talent of Liverpool’s own, award winning agencies overlooked? This second, lackluster approach to the city’s brand has confirmed my fears, until someone decides to actually audit the ability and reasoning of the decision makers, you may as-well stick a curly wig on the liver birds and re-release ‘Ferry across the Mersey’ as our city anthem.
Get real Liverpool (CC), take a good hard look at your own home grown talent, move on and join the rest of us, someone might just take some notice of you.
Matt.
David Lloyd // 8 December 2009 at 11:40 am
There’s a heck of a lot of goodwill for Liverpool, across the globe – and we’re still a popular city break destination, but, without the Beatles effect, you have to wonder, what do people see us as? Chances are, not as a true reflection of who we are right now. Which is why we really need our media, and tourism campaign, to stop wheeling out the stereotypes. And don’t talk to me about Ringo on the Roof. Although, oddly, that was a made-in-Liverpool creation (Jayne Casey) wasn’t it? She certainly seems keen on taking the credit.
Matt Wardle // 8 December 2009 at 12:12 pm
Am I not correct in thinking that Mr Ringo Star announced his dislike for Liverpool shortly after he received his 100k for that ‘wonderful’ appearance? Great ambassador, genius choice.
David Lloyd // 8 December 2009 at 12:14 pm
yeah, and Alex Curran said something similar this year, but was forced to make a hasty retraction…
Vinny Lawrenson-Woods // 8 December 2009 at 1:24 pm
Very nice article Dave and absolutely spot on. Thanks for thinking of us.
Dave Fanning // 8 December 2009 at 4:03 pm
Great article.
Alan Bleasedale said many years ago when anarchy ruled the Labour Party in this city, that we in Liverpool were basically destroying our own city, but doing it in style!! The press in Liverpool (published in Oldham) don’t do good news, they only want the sordid or bad news. Thats what sells papers. Look at the Sun!!
We need someone and we need someone fast to really sell this city.
Any one know a hero?
David Lloyd // 8 December 2009 at 4:06 pm
Thanks. Apparently, you have to search for the hero inside yourself. But where did that get Heather Small?
Joe Murtagh // 8 December 2009 at 4:34 pm
What happened to Phil Redmond? He was all over the 08 project.
Maybe he ran out of steam.
Great article David, it’s good to hear the truth occasionally.
Andrew Jalali // 8 December 2009 at 4:36 pm
We’re getting there Dave…
http://planningblog.wordpress.com/2009/06/22/here’s-to-liverpool/
Again, it’s the same with any town or city- Peter Kay, Bolton, Liverpol, Beatles, Manchester, Oasis etc etc. Everywhere has automatic branding, often led by the media itself, no just advertising agents.
I think Liverpool are improving on their advertising form, bar the overuse of their colour scheme for derelict houses that are in the middle of compulsory purchase buyouts.
The way people perceive urban centres is also changing, often being ignorant of the mindless reps that may face some magazines- i seriously didn’t know Atomic Kitten members were still around…we are seeing more well-planned and produced adverts for city centres, often backed by catchy tag-lines and slogans. Hopefully this will pave the way of avoiding these old, z-list representatives.
Seriously though, why are Hollyoaks cast everywhere??
Liam Fogarty // 8 December 2009 at 4:44 pm
Well said, David. Coverage of the ubiquitous “slebs” is symptomatic of a city that’s happy in its comfort zone of the second-rate. Poor civic leadership, low expectations and an unjustified self-regard stop us from having the grown-up conversations we need to move Liverpool forward. Our discourse as Liverpudlians has been infantilised: never mind the “laydeez” tumbling out of the Newz Bar; tonight’s five top stories in the online version of the “local” evening paper are all crime stories – that’s not the Liverpool we love!
As for this year’s official “re-branding” – design guru and lover of Liverpool Michael Wolff ( co-founder of Wolff Olins) nailed it good style:
“It’s a lazy, dull, unimaginative and uninspiring cocktail of poorly conceived and drearily executed graphics.”
The marketeers’ “mission statement” tosh that accompanied it made me want to poke my own eyes out. But at least then I wouldn’t have to read “Winkler Watch” in the Echo each night…
Matt // 8 December 2009 at 6:18 pm
I know a lot of people recently who’ve been across Europe this year and they all came back saying EVERYONE thinks Liverpool is a cool, ‘hip’, and buzzing city to visit (regardless of whether they’ve actually been or not). I don’t know what’s happened over the past couple of years to turn it around (maybe the 08 push?) but it seems to be a real talking point internationally now.
There’s a weird, unpleasant imbalance between the ‘faces’ and the values that represent the city in the media, and the actual weight that Liverpool now has nationally and internationally.
Moptop // 8 December 2009 at 6:42 pm
Thought-provoking article which contains a lot of truth. Why does Local Media promote Z-list slebs? I guess for the same reason the National Media promotes ‘em.
Break the mould, Liverpool! Dare to be different!
How about giving coverage to artist Katriona Beales, Philosophy in Pubs, Mandy Coe, David Bateman, Dead Belgian, Ragz, TJ & Murphy…
In this City, I could go out every night of the week and experience poetry, music, theatre, film, art – and not need to go anywhere near the Newz Bar…
Robin Brown // 8 December 2009 at 10:26 pm
What would the Liverpool vodka taste of? So many dark, delicious possibilities…
Like gas stations in rural Texas after 10 pm, comments are closed.