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FEATURE <br /> ,,A ,- . <br /> e \ \ <br /> 7 <br /> T. . <br /> t 1 . <br /> e <br /> e <br /> o - ./ ).. <br /> 1 ( : 1.14*C4...' ' :--''''....) } . ........ ,. :i ., .... <br /> .... . , . , <br /> ,....,,,.. -- <br /> . , ...,.,..,.... <br /> _ .. : ia <br /> .vou, . <br /> , .. .. _ . . , , <br /> till e _e-T :.* <br /> k,: <br /> . :v; <br /> ,.. CITY BY PETER KAGEYAMA <br /> ra eP:erninh0wtheYtkaboutthern BRANDING . . selves.Our chambers of commerce,tour- <br /> / ist boards, mayors,and economic development <br /> �� p I departments are all trying to cast their community <br /> • in the best light. <br /> ot a n ylr Marketing experts tells us to differentiate our- <br /> selves from our competitors. Brand strategists <br /> encourage us to create a memorable identity.Site <br /> g selection specialists tell us to promote our economic <br /> advantages.All perfectly valid, but far too often these <br /> messages feel like they are lacking in something. <br /> I used to think what they were lacking was"authenticity"— <br /> that buzz word that is thrown around communities to champion <br /> ../ the local,different,and unique aspects of those places.Turns out <br /> what is most often missing is even more fundamental. Most mes- <br /> saging lacks heart and emotional truth,and I learned this lesson <br /> in Garland,Texas. <br />