Key Challenge
Smoky association. Is it possible for everyone to know your name and yet no one really knows you? It is if you’re Mesquite, Texas. The name "Mesquite" is familiar to most people. But when asked what comes to mind when you mention Mesquite, folks think wood and smoky barbeque flavor. Most people don’t associate it with a fast-growing city in the Dallas Metroplex.
Critical Insight
Research revealed that there’s a lot in Mesquite worth sampling. Businesses love its location and the "Texas work ethic." People who live, work and play in Mesquite soon find it delivers a full dose of cowboys, different cultures and hospitality making it quintessential Texas. This authentic experience is just as rich and flavorful as the name implies.
Brand Strategy
For people who like to keep it real, Mesquite is a Texas town near the Dallas Metroplex, which embodies the authentic flavor of Texas today (even in the middle of tremendous commercial growth) so you feel full and satisfied.
Brand Action
Bringing a two-dimensional brand to life in a three-dimensional community takes a strong brand action plan. Following are a sampling of action ideas from the hundreds developed specifically for Mesquite. All were designed to help them wear their brand like a second skin.
- Mesquite barbeque festival - Many communities have Mesquite-themed cooking events, but no one is better poised to own Mesquite cooking than Mesquite, TX. The world’s largest and most authentic Mesquite barbeque festival is the perfect event.
- Let cooking create opportunities for economic development and fun!
- Develop a Mesquite Culinary School
- Bring in chefs, bring in flavor, bring it to Mesquite.
- Spice can- see the flavors of Mesquite: Ingredients to make you successful (workforce, utilities, incentives)
- All Things Mesquite Cook Book: include winning entries of Mesquite cookoff
- Recruit Mesquite BBQ restaurants
- Create private label brewery product w/ dash of Mesquite taste
- Develop a Mesquite souvenir shop- All things Mesquite
