I’ve spent the last 10 years working professionally as a “creative”, which is the advertising industry’s label for those who create things by direction, design or copywriting. To be a creative is a gift and a curse because you’re always reinventing your invention. The never-ending pursuit of the “wow” factor distracts you in everyday conversation and keeps you up at night. I have boxes of steno pads filled with chicken-scratched ideas. Getting the idea on paper is medicinal to a creative’s congested mind. From Fortune 500s to mom-and-pop shops, I’ve written and designed campaigns for organizations of all sizes and industry types. The most rewarding part of being a creative is pitching an idea and watching the client’s eyes conjure a look of amazement.
Recently, I left the ad agency realm to work in government for the City of Reno. Community service is in my nature. I’ve volunteered, donated time, and held board positions since high school. From 2006-2010, I served as a City of Reno commissioner and realized the opportunity a government has in regards to enhancing the atmosphere of a community. My best work as a creative always surfaced when working with non-profits and it became obvious that my passion for public service motivated my best work.
I am currently pursuing an MBA from the University of Nevada and have been challenged to create a blog that encompasses my professional value within my career field. Working in government has given me an opportunity to use my creative talent within the public service sector and that connection is the foundation of this blog. As a professional, I have the privilege of working with a team to help identify Reno and focus our pride for the Biggest Little City in the World in a comprehensible manner. Reno is a special place, for residents and visitors. I believe that if we can do a better job of communicating that, the community as a whole will thrive.
The brand of Reno will have more impact if it comes from its citizens and visitors. Therefore, in order to define the brand of Reno, let’s explore the overall image or set of perceptions and associations that resides in people’s minds. These types of insights are always an approximation and subjective. Therefore, reasonable people will thus disagree about the brand of Reno, which is expected and certainly meaningful. Over the next few months, this blog will capture opinion, research, evidence, and more as we walk along the branding path. In addition to you, I will talk to Reno’s leaders and innovators and collect feedback that will set a foundation of “feeling”, the affect Reno has as a place.
Welcome to the starting line. Let’s begin this adventure with describing what Reno means to us. To me, Reno is a wonderful anomaly. It’s a place where opposites attract. Where big meets small, cold meets hot, loud meets quiet. We’re a brightly colored gray area. We’re street festivals and football. We’re tech companies and kayakers. We’re golf courses and casinos. We’re fifteen minutes from a ski resort and a cow field. There’s no other place in the world like Reno. Its attributes are randomly appropriate. It’s a great place.
How would you describe Reno? What does Reno mean to you?
NOTE: The thoughts and opinions expressed by Paul Klein in this blog are personal and not that of the City of Reno.