Brand Mystique: Historic Route 66

- July 16, 2012

Smart Monday/Branding

Jim Glover: Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing and today we are in Tucumcari, New Mexico and we are going to talk about the mystique of brands and in particular Historic Route 66.  When you think about brands, think about the Beatles, Marilyn Monroe, Paris, France and Disneyland.  There’s a mystique about all of those brands and now after decades and decades there’s still a mystique about Route 66 and it has generated a major following.

Today we are going to talk with Kevin Mueller from the Blue Swallow Motel, one of the most iconic motels in all of Route 66, and he’s going to tell us why he thinks the Route 66 brand lives on.

Kevin Mueller: Route 66 was established as a national roadway in November of 1926.  Because it traveled across the Southwest, all the way from Chicago to Los Angeles, it was a major route for people to travel whether it was for vacation or relocations.  It became legendary in Steinbeck’s book “The Grapes of Wrath” as the “mother road.”  So many people traveled because of the route that people became really became connected with it. 

It’s all the legend around it that enables the brand to live on.  The fact that so much of it still exists even though it’s not a national highway anymore.  So many bits of it have been preserved.  People can step back in time and experience that vacation that they took with their parents in the family station wagon back in the ‘40s and ‘50s and still stay in some of the same places that they stayed at with their mom and dad.  People want to share that with their families.  People want to experience those bits of their youth, something different from the normal chains that they are used to seeing around their homes.  It’s a chance to relive a bit of history.  It’s still here and they can live it on their own Route 66 adventure.

People in New Mexico are working together to bring more tourists to our stretch of Route 66.  By promoting it more travelers along this stretch of route are good for everybody.  Whether it’s Tucumcari or Santa Rosa or Albuquerque, Santa Fe, out to Gallup, Grants, any town along Route 66 benefits.  Each town in New Mexico has unique features to share with the motoring public and encouraging people to get off I-40 with billboards, with historic markers marking the route of Route 66 across the state.  The New Mexico Route 66 Association helps promote travel on New Mexico’s stretches of Route 66.  But New Mexico is rather unique in having a lot of the old road and can still be driven through all of the towns and even through the countryside.  It is a special place for people to visit plus New Mexico has the beautiful that a lot of states aren’t lucky to have.

Jim Glover:  The big question is “Are you creating mystique around your brand?”  Something to think about.  To discuss an online or face to face service engagement and enhance the marketing and branding for your organization, contact James Glover: (505) 501-1330 or onceadaymarketing@gmail.com.  I’m Jim Glover, That Branding Guy, for Once a Day Marketing and we’ll see you next time.