Not that it ever really went away, but seriously...why the hell didn't "Easy To Love" really catch on in Richmond? My former organization of employment (I fondly recall as my last "cool" job) was but a minor partner in the entire branding process (because we only added $3000 to get our place at the table of the fancy breakfast meeting). However, I consider the "Easy To Love" soups to nuts brandificatoin process my foray into the world of intercept studies, identifying points of differentiation, top of mind awareness, etc, etc, etc.
And it was COOL!
And the Carboon Leaf/Regan collaborative theme song was kick ass... Probably the only time you can witness me driving down Monument Avenue with all the windows and sunroof open on the Tahoe trying to harmonize with a gospel choir...Eeeaaaasssssyyy Toooo Loooove...HALLELUJAH!!
Great brand...great song... So what's the problem?!
My personal opinion based on 12 years of living in the Historic Richmond Region has to do with identity. Everyone in Richmond identifies with something. South of the River, North of the River, East End, West End, Kroger's, Ukrop's, Near West End, FFV, prep schools, church...if you can find a moniker, you can find a group to identify with it. It is within these groups of identification that people build up walls. Wall keep out new ideas and keep in a defensive reaction to change... New ideas are immediately suspect. Better yet, within the walls of defense (which I believe are still erect in Windsor Faaaahms) smoulder a sense of posture. And that posturing becomes to stiff that all new ideas BOUNCE are deflected and dismissed.
And that, Marjorie, just so you know and SOME day your children will know, is the reason the Easy To Love tag line, logo, and theme song remain relatively undiscovered.
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