Marketing works best when you have something to offer

In line with the previous entry on Artomatic and commodification of the arts as a promotional technique for business districts, I have written quite a bit over the years on "creative class," creative economy, and knowledge economy issues.

At the root of it is more Jane Jacobs, not Death and Life, but her next two books, Economy of Cities and Cities and the Wealth of Nations. The latter two books are based on her understanding of how innovation and economic development work, starting with the realization that new businesses need cheap space, a diverse and intelligent workforce, and an interesting place where these and other assets come together. (This is the root of what are called agglomeration economies.)

But it's not merely marketing and branding. It's about substance.

I am rushing, writing a bunch of proposed amendments to the DC Comprehensive Plan. (They are due by 5 pm.) I'll write about them after I finish, but in skimming the Economic Development element, I came across this statement:

Action ED-1.3.B: Branding Washington as a Creative Hub

Develop a marketing and branding campaign that establishes a stronger identity for the District of Columbia as a center for creativity and innovation, capitalizing on established institutions such as the city’s museums, think tanks, arts establishments, universities, and media industries. 705.11

The environment of a creative hub is far more than a marketing or branding campaign. It's having a set of policies that support innovation. It's creating an environment where independent inquiry and business can thrive.

I joke that DC's municipal government is a case of where big government (the federal government) has trickled down and shaped little government, in this case the local municipal government, in its image.

While certain parts of the U.S. Government have been known for their support of inquiry and innovation (starting with the US Department of Agriculture Extension Service in the 1860s--the Extension Service is the basis of the field of community development and community economic development), by and large, it's more about stifling the new in favor of investment in the old.

I don't feel people in DC government, especially elected (and many appointed) officials, have a basic understanding of how what I call "innovation ecologies" really work.

It happens that this is a personal interest, as almost 30 years ago, I happened upon the classic book in the field Diffusion of Innovations...

More later, and see some of the blog entries retrieved using this search.