A Branding Stranglehold The Case Of Florida’S Orange Tie

Abstract

For many years, the State of Florida has been trying to find its business-based brand identity away from the theme parks and image of a state rooted in tourism success. Enterprise Florida, the state’s economic development agency, launched its rebranding campaign in 2013 featuring an orange tie as the ‘I’ in Florida. The clearly gendered image set off a firestorm of distaste for the multi-million-dollar venture. The case study shows what happens when an inclusive place branding process is not followed, in this case it was the alienation of an entire half of the state’s population. In this chapter, we trace the history of the branding campaign to show its evolution, roll out, and eventual dissolution. Other organizations can learn from Florida’s mistakes with recommendations for inclusivity at the end of the chapter.

Publication Date

1-1-2017

Publication Title

Inclusive Place Branding: Critical Perspectives in Theory and Practice

Number of Pages

141-157

Document Type

Article; Book Chapter

Personal Identifier

scopus

DOI Link

https://doi.org/10.4324/9781315620350

Socpus ID

85050056014 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/85050056014

This document is currently not available here.

Share

COinS