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Commentary: Westfield Makes Bid to Build Its Brand

Westfield city officials and leaders with Westfield Gas & Electric, the city’s municipal utility, unveiled a new marketing campaign Tuesday called ‘Go Westfield.’

The slogan might not fall into the categories of ‘highly imaginative’ or ‘cutting-edge,’ but the campaign itself is a worthy initiative and an example of what more cities and towns in this region need to be doing — building their brands.

This is a tricky subject for some industry sectors and especially municipalities — ‘why are they spending money to hype the city when there are roads that need paving and sidewalks to be fixed?’ is an often-heard refrain.

But brand building is as important an exercise for municipalities as it is for businesses in every sector. If you have a good story to tell and you want to grow your business — or if you want to bring more businesses and residents to your city, as is the case here — you need to tell that story.

And Westfield’s story is a very good one. It has ample land on which to build, a turnpike exit of its very own, an airport, a municipal utility offering attractive rates and high-speed internet service, a downtown that’s coming back after years of decline, Stanley Park, a great ice rink, a state university, and much more.

‘Go Westfield’ will tell that story through a new website, a promotional video, and some advertisements in regional outlets and industry journals. As with any branding campaign, one never knows what the results will be, but it’s safe to say that this proactive step is far better than trying to let the city sell itself.

There’s a reason why Coke continues to pound the airwaves with ads even though everyone knows that brand. The same with McDonald’s, Ford, and Geico. If you want to grow your brand, you have to promote it and keep it in the public eye.

“It’s critical that we communicate our strengths,” Westfied’s mayor, Brian Sullivan, said at the unveiling.

He’s right about that, and there are lessons there for all area cities and towns.

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