LEDER – Luk øjnene og tænk: Hvad er Esbjerg egentlig?
Hvis man bor her, dukker der sikkert billeder op af dejlig natur, et driftigt erhvervsliv med nye fremtidsperspektiver og et relativt rigt kulturliv i forhold til placeringen langt væk fra alting.
Men hvis man ikke bor her og ikke har berøring med området, er det i bedste fald ukendskab, der dominerer billedet hos de fleste. Måske lige tilsat noget med nogle tragiske kommunale børnesager, lidt fodbold, nogle borebisser og gamle fordomme om fiskerlussinger og fiskelugt.
De velorienterede ved selvfølgelig bedre. Men den lokale selvtilfredshed er vores egen værste fjende. Nogen har f.eks. en opfattelse af et helt enestående byggeboom i ’Danmarks Dubai’ og en ’forvandling af Esbjerg til en rigtig storby’. Tjuhej, hvor det går.
Her må man anbefale at løfte skyklapperne fra de lokale medier, kigge ud over byskiltet og se lidt kritisk på tingene udefra. Vi skal ikke længere væk end f.eks. Aalborg, Aarhus og Vejle for at se byer, der virkelig rykker på udvikling og tiltrækningskraft. Samtidig florerer lokalt en række sejlivede myter og misforståelser om Esbjergs branding – og branding generelt, desværre også blandt beslutningstagere.
Branding er hverken IKEA eller Tall Ships Race – det svarer til at brande en by på en stor McDonald’s eller Cirkus Benneweis. Branding er heller ikke profilløse festivaler eller festuger med musik magen til dét på enhver blokvogn i enhver småstor provinsby.
Branding er noget stedbundet og noget unikt, som udnytter og fremhæver vores lokale kvaliteter og karakteristika. Branding er også modet til at tage en chance og investere i andet end sikker mainstream.
Det kunne også være mod til store visioner for de to ambitiøse museumsprojekter ved Esbjerg Strand-området.
Det kunne være det politiske mod til at skrive en stor check, som måske nok er dækningsløs i starten, men i længden giver masser af ægte branding.
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