How would you rebrand Reading?
The September edition of Monocle magazine explores Britain’s image and asks experts what they would do to improve it, from business to the arts.
I thought that it would be interesting to think about what Reading suggests to the world and what a makeover might look like.
Ask an international audience what Reading means to them and they might say “the Reading Festival” or Reading FC (I know that the football club is recognised in Premier League-loving Southeast Asia largely because of their successful run in the top flight).
The University of Reading might also get a mention, thanks to its overseas students and academic connections.
However, Reading FC are no longer competing at the highest level domestically and the Reading Festival takes place just once a year.
So football, festivals and indeed faculties aside, what else can we add to the mix? How would you strengthen or reinvigorate the Reading “brand”?
Tags: branding, identity, reputation
August 31st, 2010 at 6:04 pm
Reading must not only be associated with the FC, the Oracle Shopping Centre, the Festival and the “cloned” high street, I appreciate the commercial importance of those but maybe we should give more emphasis to those groups that in Reading promote other activities within the local community that, in my opinion improve not only what it can be the perception of the town but also the quality of life. Exposing people to a diverse and varied range of cultural activities can only be beneficial to people and hence the town. Look at the work of organisations like the Jelly’s, Rising Sun Arts Centre, RISC, Whiteknight Studio Trail, Caversham Studio Trail, to name some. Or look at the example of the recent Outside/Inside Festival where for a few weekends people had the chance to enjoy great events in town, mainly without paying a penny.
September 2nd, 2010 at 1:50 am
Reading still suffers for a somewhat negative perception, which is partly justified (Station Hill etc)presently, although all being well this should change in the next 5 years or so.New buildings such as ‘The Blade’and Chatham place have really improved Reading visually and certainly help to move away from the brash 1960′s architecture which is not very aesthetically pleasing to the eye.In the long term i think Reading will do well as long as assets such as the River Thames and Kennet are made to most of, and sensible transport planning and development take place.
September 5th, 2010 at 9:33 am
I think you’re right, Salvo. We all need to support and promote the town’s disparate cultural/community/independent groups. These comprise an important aspect of the town’s identity. Social media can help in this regard.
September 5th, 2010 at 9:53 am
I would like Reading to take risks, Ed. The Blade is an improvement, certainly, but only moderately so. How can Reading “wow” or surprise the visitor? How can we rewrite the Reading story? How can the town shed its clone town image? I think that creativity, innovation and courage are required (all easier said than done).
September 13th, 2010 at 7:55 pm
[...] Johnny Arrow on September 13th, 2010 Matt wrote at the end of last month asking how Reading should rebrand itself and appeal to the wider world in a more exciting way, and attempt to ditch the ‘clone town’ [...]