After landing in Seattle on a recent flight the flight attendant said, "Welcome to the Emerald City."  I've heard this many times upon landing in Seattle.  Now, this got me to thinking - why isn't Seattle using the "Emerald City" as a tagline. for its brand?  So I did a little research.

 

The origin of the "Emerald City" as a reference to Seattle dates back to the early 1980s.  According to Wikipedia, this nickname was the result of a contest and referred to the lush evergreen forests of the area.  Seattle has other nicknames but this is the one that is used over and over again - from the flight attendant welcoming us to Seattle to countless Seattle-based websites that include "emerald city" in their url.

 

So, why did Seattle's Convention and Visitors Bureau (SCVB) embark on a branding process a few years ago?  Branding has become de rigeur for cities, counties, states, and countries.  But sometimes the well-intentioned people involved in the branding process fail to see what is staring them right in the face.  The result of Seattle's process is the brand - "Metronatural," created by the agency's advertising contractor.  Don Welsh, SCVB's President and CEO of the said "We needed a brand to convey our unique setting as a large urban destination surrounded by abundant nature."  Isn't that what the "Emerald City" does?  Plus, the "Emerald City" captures the essence of so much more.    

 

A city brand is what others think of you not what you think of yourselves.  Emerald City has been used for over 20 years and it has brand equity among residents and outsiders alike.  
 

Seattle was named the top "green" city in America by NRDC. Clearly Seattle's brand has to do with its natural environment setting. Why not run with the tagline that is both positive and already identifiable?