There is no doubt, branding of a city is critical to its image on the world stage.
  
Cities are re-energizing their downtown as a cultural center of art, entertainment and cuisine. Calgary is no different and this has now given rise to new opinions about “Calgary, Heart of the New West”.
 
Is a brand designed as a marketing tool to leverage the promise of a Calgary experience?  Or is a brand an accessory that Calgarians wear to more fully understand the city they call home?  
 
Tourism’s economic impact demands that our brand be created as a marketing tool.  Calgary’s four million visitors who spend in excess of $1 billion annually is too large to ignore.
 
Some history.  “Calgary, Heart of the New West” was developed in 2000 by the then city authority, Promoting Calgary, Inc.  costing taxpayers approximately one million dollars.  When it was unveiled, it enjoyed little to know local traction as Promoting Calgary Inc. was dissolved shortly thereafter and no agency was charged with brand implementation.  It was shelved. 

Three years later, a major research project unveiled the need for a solid tourism brand that depicted our western heritage.  “Calgary, Heart of the New West” was pulled off the shelf.
 
The image.  It can be interpreted in a number of ways, strengthening Calgary’s vast personality.  Some see the free-flowing swoop as a cowboy hat, others see the roof of the Saddledome, and still others see Chinook winds blowing over the Canadian Rockies.  As art interpretation goes, all are correct – all are elements of Calgary.
 
The words.  ”Heart” refers to the well-known generosity and hospitable nature of Calgarians – our unquestionable honesty and integrity in a community that cares.  We lead our nation in volunteer hours and contributions, and are still known as the place where business deals are sealed with a handshake.  
 
“New” refers to both Calgary’s emergence as an influential international corporate player, and to the welcomed influences of one of the most ethnically diverse cities in Canada.  Our new diversity brings unique arts, culture and dining experiences.  It also represents our “shiny new” landscape of skyscrapers in an urban city.  
 
“West” refers not only to geography, but also evokes imagery of expansive blue skies, rolling foothills and the majestic Canadian Rockies.  It also defines our character and personality that is so engrained in our western heritage.  Traits like our risk-taking entrepreneurial attitude, determination, commitment and an unreeled sense of adventure.

“Calgary, Heart of the New West” was finally and formally adopted in 2003.  Tourism Calgary rolled it out and it has enjoyed tremendous acceptance world-wide ever since.   It is strong in its promise, clearly sets Calgary apart, and is built on a steadfast foundation of our western character and history.
 
It is not the literal cowboy hats, belt buckles and horses.  But rather, defines an attitude and character.  It defines Calgarians – friendly, hard-working, honest and dedicated.  
 
A cowboy once said, “You don’t change horses in the middle of the stream.”  I agree.  Why would we give up the significant and successful brand equity built over the past six years for a new one?  At a cost of millions to implement?

Recent rebranding such as Las Vegas going from “sin-city”, to “family-friendly”, back to “sin-city” demonstrates that re-branding can fail, and with failure comes a hefty price tag to taxpayers.  

Calgary needs to be consistent in its brand promise and build on our proven successes.  “Calgary, Heart of the New West” does exactly that.