Feeling fines
With all the discussion swirling about regarding free parking in London streets during the summer months, I thought I might chime in. I've heard the arguments from both sides, and being the marketing person that I am, humbly offer up a new perspective to consider. As usual, do with it what you will.
If we look at the city as a brand instead of a dependant, it forces us to consider outcomes other than those based on pure economics. And when we take into account how the results of decisions such as these will inevitably make people feel about London, we then begin to define the city we live in based on the experience we want people to have when they're here.
So, how do we want people to feel about London? Londoners, I think, want to feel that their city is, among other things, fair, reasonable and friendly.
As for visitors, I think it would be nice if they left feeling like they visited somewhere that appeared happy to have them and would like them to return and maybe bring their friends next time around. And I'm pretty sure that slapping them with a ticket in the wee hours of the morning for parking their car on a side street is likely not the best way to go about that.
I understand people residing around the UWO area have concerns over young "whipper snappers" parking on their streets, but if you live near the university, you are asking for the occasional noise, rambunctious behaviour and cars that come with the territory.
I get that it will mean the short-term loss of around 150 grand, and to that I say sometimes you have to invest in the brand, and trust that the payoff will come later on down the road. Smart companies make these sorts of tradeoffs all the time, based on the understanding that the negative experience resulting from a bad or short- sighted decision lasts far longer - and is far more powerful - than any short-term economic gain.
From where I sit, if they decide to allow free parking in the summer, virtually everyone wins. If they decide against it, nearly everyone loses, and I promise you the cost in reputation - or brand - will make the measly monetary gain pale in comparison.
I believe that in order to make the right decision, the folks at City Hall need to act a lot less like quibbling middle management, and a lot more like brand stewards.
Big leap, I know. The important stuff always is.
Comments
Well said Nick! A great, and very important, way to look at this issue. Either way, you're on my side. ;) (from Derek Silva on 8 April 2010)
Thanks Derek. Nice to know I'm with good comapny. Cheers
Nick (from Nick Hall on 8 April 2010)