Freedom: A brand in decline

Time was, a little bit of catchy jingoism all but guaranteed big profits. Nowadays, freedom doesn't sell:
"We've referred to the primary building planned for the site as One World Trade Center -- its legal name and street address -- for almost two years now, as well as using the name the Freedom Tower," said Stephen Sigmund, a spokesman for the Port Authority, in a statement released to CNN. "Many will always refer to it as the Freedom Tower, but as the building moves out of the planning stage and into full construction and leasing, we believe that going forward it is most practical to market the building as One World Trade Center."

Ten of the building's planned 108 above-ground floors have been built.

"The fact is, more than $3 billion of public money is invested in that building, and, as a public agency, we have the responsibility to make sure it is completed and that we utilize the best strategy to make certain it is fully occupied," Sigmund added. |CNN|

In an earlier and more cynical time I'd have thought that what was really going on here was that freedom was a brand that could't pay for shelf space. I'd have envisioned a future in which the building became known as Freedom Tower by Citi.

Times have changed. The country has changed. I've changed. I have been the change I was to have become.

And so it seems to me that this change of name is a real change signifying real change. This is a new day in which entirely new empty gestures will be needed.

No comments:

Post a Comment

eXTReMe Tracker