Brand - Authentic Citizens Develop a Brand and Create a City

It's common to trash talk politicians or communities for the lack of authenticity, but it's time to give praise to a community that really delivers an authentic brand experience!

Over the weekend, Janice and I attended a unique festival in the little community of Morden, Manitoba. We were the guests of Art Petkau, Reeve (Mayor) of the Rural Municipality of Stanley, which surrounds both Morden and Winkler. Art has been inviting Janice and I to attend this event for 20 years.  We finally accepted the invitation.

The Corn and Apple Days festival is a 46 year old tradition carried on by the citizens of Morden and Stanley. We expected a small local event, but by the time we had picked up our car from Avis in Winnipeg, we knew this must be different. Both young ladies behind the counter, knew of Corn and Apple Days and were hoping to get down to Morden for the concerts on Friday and Saturday. Talk about a strong brand!  We didn't encounter anyone during our meetings in Winnipeg who hadn't heard of the event and most everyone we met had attended even though Morden is over an hour away from Winnipeg.

The home grown brand and the accompanying message promises that Morden will deliver a wholesome family event everyone can afford to attend and enjoy. Key messages include:  FREE Admission; FREE Hot Buttered Corn-on-the-Cob; FREE Ice Cold Apple Cider; FREE Bus Tours; FREE Shuttle Bus Service; and FREE Live Entertainment at two different stages.

What we encountered was a well oiled, volunteer driven machine, that delivered truckload after truckload of corn and cider.  Meanwhile vendors, artists, buskers, entertainers, food and midway services ply their trade for the benefit of visitors along the length of Morden's main and side streets.  The citizens were friendly and accommodating.  The environment was inviting and satisfying. 

A typical Mennonite approach to innovation and invention married a classic, fully restored, wood burning Case steam engine from the local museum to a converted milk cooler which uses the steam to cook up a new batch of corn-on-the-cob every 7.5 minutes.  With support from an original mechanical corn husker and two hour shifts of volunteers from local service clubs, hockey teams, professionals, associations and area companies, this production system backs up the Corn and Apple brand with more than 22,000 cobs of high quality product over the three days.

So what has this brand and authentic experience delivered for Morden? It swells the community of 7,800 by tens of thousands of people during the event. It introduces these visitors to a community that has maintained small town values while achieving city status and amenities. It has created an area that is now the fastest growing municipality in Canada with one of the lowest unemployment rates. Our observation shows the Morden/Stanely area as a great place to live, to raise a family, to work and to retire.

It was an honor to be in Morden for the official announcement of their achievement of city status on Friday evening. Having a chance to meet local politicians, volunteers and business people was also of immense pleasure to both of us.

Art PetKau and his corn cooking volunteers have given 'riding for the brand' new meaning!  The team deserves an award for 'Authenticity' even though I am a little skeptical about the liquid butter. 

Janice and I give the citizens of Morden and the Rural Municipality of Stanley, four thumbs up!  

Maybe another year we'll bring the horses along for the Saturday parade!