Howdy, folks! I spent the holidays with my family in my native Texas, and we included side trips to south Texas icons like the San Antonio Missions and the King Ranch — both places I visited while a Texas tyke but which take on added reverence in adulthood.
Missions and ranches were hewn from the rough brush country of both Texas and California by hardened folks who toughed out the elements and fickle markets. Working for such hearty stock of ranchers was held in great esteem. Have you ever heard the phrase, “Ride for the brand”? That refers to the “brand loyalty” of ranch employees who embraced the livestock brand registered by the ranch.
Out of respect to their employer, King Ranch cowboys styled themselves kineños, adding a whole new word to the rich tapestry of New World Spanish. During my King Ranch tour I had the privilege of hearing from an aged kineño, whose elegant English diction was thick with a lilting Spanish seasoning.
But what about branding in our urban world away from the ranch?
Borrowing from the practice of the distinctive brands cattlemen used to differentiate their herds, branding is actually a popular marketing term these days. Airports especially love to capture a local angle of branding to create particular images of place that resonate in the experience of those who pass through them –lest every airport become Anyplace, U.S.A.
San Diego International Airport certainly ‘rides for the brand’ by embracing the place-making symbols of America’s Finest City. Consider some of the examples I located, pictured in this post.
What others might you add? How do you see the San Diego region branded in our airport?
And as a bonus: What is the unique brand of the King Ranch called? Use the comments link at the bottom of the post to submit your answer. If you’re the first Airport Authority employee to submit the correct answer (along with your name and extension) to email@example.com, you will win a $10 Jamba Juice gift card!
Cowboy up, y’all, with your input!
Jamba Juice, one of the most popular smoothie brands in America, just opened at San Diego International Airport! If you’re an Airport Authority employee who wins either of the contests described in this post, a $10 Jamba Juice gift card is yours.