Sminka över eller gå på djupet?

Att själva varumärket är en tillgång för företag, organisationer och städer vet de flesta idag. Men vad händer med varumärket när företaget drabbas av kriser, avslöjanden och andra oförutsedda händelser? Östersund har i många år skickligt positionerat sig i Sverige och Europa som Vinterstaden Östersund. Varumärket har laddats med begrepp som ren luft, härliga vintrar, friluftsliv och drickbart vatten direkt från Storsjön. Men den bilden har förändrats drastiskt. Den 29 november 2010 rapporteras i DN att tusentals Östersundare insjuknat. Orsaken visar sig vara en svårspårad bakterie. Hela vintern rapporteras om jakten på bakterien och antalet nya insjuknade i Östersund. Nu återstår det att se om Östersunds kommun och näringsliv väljer att gå på djupet med att rentvå sitt varumärke, eller om man väljer att i kampanjform sminka över, som Göteborgs Energi och deras aningslösa reklamkampanj som retar gallfeber på Göteborgarna. /Andrea

15 kommentarer

  • Fia Gulliksson skriver:

    Sä här väljer kommunen och näringslivet att hantera varumärket!
    Vi har allt för en SPOODIE. ( Sportie och Foodie)
    Varmt Välkomna till Östersund önskar Fia Gulliksson – matlandetambassadör för Jämtland.

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