Letter to the Editor : How to restore your city's brand
Published by the Toronto Star, 18 April 2005

Toronto Councillor Kyle Rae says ratification of the Ontario government's pro-heritage Bill 60 is necessary to save valuable buildings before they are "lost forever." He's right, but what is achieved by saving the past? It would be great to replicate the protected historic districts of New York that have become aesthetically-pleasing, socially-thriving and economically-vibrant neighbourhoods, but Rae and his colleagues need to consider another by-product of saving the past — restoring our city's brand.

In November, Christopher Hume blamed Toronto's "civic mediocrity" on the fact the rest of the world, like Torontonians themselves, are no longer interested in the city. That's because they've lost the thread of who they are and don't know what they have to be bold about. This is a city that prefers to ask architects, designers and developers to look ahead, to position Toronto as the next "city of the future," instead of first looking back to reveal Toronto's underlying authenticity — what any effective brand relies on to work its magic.

To build Toronto's brand we have to understand why the present is what it is and what is possible for the future. Knowing how Toronto has met and mastered challenges — or failed at the task — would be a tool for finding new ways to meet the challenges ahead.

Please send me your comments. RobFerguson@KnowledgeMarketingGroup.com

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