The Central Florida Area Desperately Needs It's Own Brand

[John Reese]

If Central Florida is to ever become a widely recognized powerhouse of talent and innovation in this space, I believe it desperately needs to start building it's own brand with some sort of label. Just as with any brand, it starts by someone coming up with it, others giving it exposure, then it becoming widely accepted and used.

Just as the San Francisco area is known as "Silicon Valley" and NYC as "Silicon Alley" and Austin as "Silicon Gulch" (also as "Silicon Hills") etc. etc. We need a brand for our area that we can all start to give exposure to and start gaining national and international mindshare for -- I believe this is the first major step towards being not only recognized, but respected.

I think several people have tried to use some different labels in the past but it seems none of them really stuck. So I think the time is NOW to come up with something solid and all agree to start exposing it in our marketing/communications/etc. Before we know it the media, the industry, and many others will know this area as that label.

Here's a list of (supposedly) the Top 20 New Economy areas and their labels:
http://www.netlingo.com/top20siliconia.cfm

Maybe we can have some sort of "naming contest" or something. Even get the local media (and other industry companies) involved. Setup a web site where people can submit names, vote on their favorites, etc. And possibly create some 'backstory' for a PR campaign about this area having so much innovation and activity yet not getting the attention it should be getting. Etc. etc. etc.

* And I think the fact that if Doterati will be behind the naming initiative itself it will not only give the association additional exposure but will also give it more credibility.

Any thoughts?

~John

[Travis Andrews]

Silicon Swamp

[Tara Lamberson]

John,
I love this idea and would definitely support a contest or something similar to get it going. I'll throw it out at the next board meeting, too.
Best,
Tara

[John Reese]

Travis - apparently Indiantown, FL (West. FL) has been using that name of "Silicon Swamp."

I just found this great article about all of this "Silicon" naming stuff. The author makes a great point that if you call yourself Silicon-something that you're essentially positioning yourself as a wannabe Silicon Valley; which any other area could never match the original.

There are more names shown in the article. I like how some used "Digital." I think Digital might be a good option. By not using "Silicon" I think the name will definitely stand out more and get more attention. Silicon doesn't really apply anyway -- the reference originally came from the silicon chip manufacturing industry. I think with our Internet/New Media/Video Game/etc. industry that "Digital" is something or similar is a better description.

Here's the article:
http://www.itworld.com/Career/1830/CWSTO57762/

[John Reese]

This is weird... I guess there has been some organization using "Florida High Tech Corridor" for awhile. http://www.floridahightech.com

They seem to encompass a lot more than what Doterati is all about, though. Engineering and science companies, etc. Not to mention as an experienced marketer, I think that name completely sucks. ;-) Putting the state name in there alone goes against the reason to brand the concept on its own. "High Tech" is also pretty boring. And what the hell is a "corridor" anyway? Is that the same as "Florida's High Tech Hallway"? Hehe. Ok, just ranting a bit. :)

I think we need not only a better name, but a name that encompasses our more specific industry than just "anything high tech."

[Anthony Richardson]

Digital Boardwalk ? Or Park Place ...

(edit) Digital Boardwalk is some company. Silicon Turnpike doesn't appear to be used lol.

[Jon Gambrell]

The only one of these I've ever heard is Silicon Valley, and even the use of that is fading (http://www.google.com/trends?q=silicon+valley%2C+Silicon+Alley). The next most popular is "Silicon Alley" and the use of that one seems barely even significant. Do these marketing labels even lend credibility to the area tech scene? Are people more likely to see Central Florida as a tech hub or a place to start your new tech company if you give it some tacky marketing title that probably won't even stick?

If you want more tech companies in Central Florida, start tech companies in Central Florida. The recognition and respect you're after will follow.

But face it, Central Florida is know to the rest of the world as Disney World, "The Happiest Place on Earth", and no marketing is going to change that.