Why the Atlanta brand matters

BY SAM ZAMARRIPA

Cities are the most important and recognizable brands in the world. More than consumer brands, states, provinces and even countries, cities dominate the global mindshare of brands. You may want to go to France, but Paris is the destination. No one travels to New York State, it's NYC. And so on.

We live in a city-region, "Atlanta," that is a "giga-brand." The Atlanta brand has been etched into the cellular membranes of billions of people. Atlanta is not just the name of a city; it is a biological plaque holder in the brains of the most important people in the world – economic, political and religious – and it is associated with powerful images, ideals and symbols. It is an economic brand of optimism and hope, with a social foundation for inclusion, tolerance and human rights. Atlanta is one of a few cities that dominate in this category.

For this reason, the Atlanta brand is the most important nonpeople asset in our state. It is pure gold, Olympic and otherwise. Competitor cities like Dallas, Richmond, Va., and even Miami would die to have the reach and depth of the Atlanta brand. They understand brand creation is painfully slow, expensive and illusive.

The great opportunity for Georgia is to leverage the Atlanta brand to accelerate economic growth, especially global expansion. Many of our leading corporations – UPS, Coca-Cola, Delta and Home Depot – are creating their growth and profits from international expansion. They are top global brands. When the value of these brands is associated with the value of the Atlanta brand, everyone wins. More here.