Putting the brand in the Brandenburg Gate
Never mind the museums, restaurants, concerts, bars and clubs – what every capital city needs is a slogan.
Berlin has brought in the branding experts, reports the IHT. And for the small fee of €10 million, they have come up with the following:
“Be Berlin”
Nice. According to Carola Bluhm, head of the Left Party’s parliamentary group in the city council, “the ‘Be Berlin’ campaign is designed to create associations with the city’s lively present rather than the dark, if fascinating, role it played in the 20th century”.
But the tourists are not impressed.
“I don’t want to be Berlin. I wanted to come here to see the galleries,” said Victoria Gilardi, an American tourist. “And why do they need a slogan anyway? It makes the place seem a little desperate.”
Tell that to Stockholm, the Capital of Scandinavia.
