“But my category is different….”

Does brand science even apply to destination marketing?

From detergent to drive-thrus, people often say their category is SO unique it can’t be compared to others.

Hogwash.

I just presented at the Colorado Governor’s Tourism Conference. (A great event, btw.) And while many attendees are marketing cities and states, the conversations would’ve been familiar to any brand manager.

Yes, there are differences between dog food and destinations. But everyone still struggles with the same questions:

• What’s the right way to grow?

• Do I focus on increasing loyalty or attracting newbies?

• How do I spend my limited budget?

• Do I need a Snapchat filter?

• How do I cram 12 priorities of communication into my tiny ad?

• How do I stand out and make people give a shit?

Which is why my talk was, predictably, about the scientific laws of brands and shoppers that are universal. Yes, they apply to destinations and to detergent.

And no, most people have no idea what they are.