Image change as a brand using the example of Dallas: cowboy hats and American Dream



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We make the Working World more Human and Ecological, so we donate Revenue for Certified Reforestation. As Publisher Best of HR - Berufebilder .de® with an unique Book Concept, on-demand eCourses and News Service we share 15 years of Experience with our Customers (Samsung, Otto, State Institutions). By the Top20 -Blogger Simone Janson, referenced in ARD, ZEIT, WELT, Wikipedia .
Disclosure & Image Rights: American Airlines has supported various searches by us by taking part in the travel expenses. Picture material created with a free provided camera of our sponsor Olympus. The Department of Economics, Development and Tourism of the US State of Texas has taken over the cost of flight and accommodation in a search flight. Picture material created with a free provided camera of our sponsor Olympus. , Image Location: 2001 Flora Street, Dallas, Texas 75201, United States.

Dallas is undoubtedly one of the most famous brands worldwide - as a TV series. But the city of the same name in the US state of Texas wants to put off the image of JR and Co, from whose prominence it benefits at the same time. A difficult tightrope walk.

Image change as a brand using the example of Dallas: Cowboy hats and American Dream Dallas
Dallas - Stephan Pyles Stampede 66: Symbol of the union of Texan traditions and modernity.

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Dallas - a piece of cultural history

Overview

Quite everyone, at least when he is about 30 and from West Germany, a smile flits across my face when I say I'll visit the Southfork Ranch. "Greet the spirit of JR," someone tells me in reference to the death of Larry Hagman last fall.

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This shows across all layers, how much the TV series about the Texas oil baron is a piece of cultural history - and how formative for our image Dallas.

No one is wearing cowboy hats!

Overview

For Dallas itself, with over 1,2 million inhabitants after all, the ninth largest city in the US, but the series is more of a burden, says Bre Peterson from the Dallas Convention and Visitors Bureau.

Bre is center 20 and has not witnessed the great time of the series. For them, Dallas is simply a city where one can live well: "The oil industry is not as important as other industries, cowboy hats, except for JR, and we have a lot of culture here," she says, pointing to me that the city this year also with the 50. Anniversary of Kennedy's assassination.

14 billion dollars were invested

Overview

You want to believe her. After all, 14 billion dollars have been invested in the city - including the construction of a 275 square kilometer large Arts Districts with museums and theaters. The Perot Museum, opened in December, cost 185 millions of dollars. 26 Millions of visitors come to the city every year, most of them for business purposes.

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The money comes not only from public, but also from private hands. "In development", as the press material generously summarizes. In the autumn became one Marketing campaign for 5 million dollars started. Even if there are more alternative corners like the Bishop's Arts District in Dallas, you can see the city's wealth. And the stereotypes are a practical one.

Join the old and the new Texas

Overview

In the newly opened Restaurant Stampede 66, for example, owner Stephan Pyles, referred to by the New York Times as a genius of the kitchen, which combine old and new Texas. This can be seen in the wire-horse heads, which are hung up for decoration.

Going from table to table and visiting the guests in person is a good thing for him: "I grew up in a truck stop in West Texas and wanted to reflect this atmosphere in my restaurant," he tells me. The food is basically Texan, but at a slightly higher level, he explains his very successful Concept.

The American Dream: From Taxidermy to Millionaire?

Overview

Even my Ethiopian taxi driver lives here the American dream: Before he came to Dallas three months ago because of his wife, he lived four years in Frankfurt am Main. Now he lacks the German Gemütlichkeit: "Here everything is much faster than in regulated Germany - but not necessarily better," he says.

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He made his taxi in only 4 days - impossible in Germany. Finding the destination with the navigation device does not really work, he has to ask a colleague for directions, but his personal goal is already clear: "If you're smart, you can make a lot of money here fast!"

Just like JR Ewing, who, together with Dallas, is an important economic factor for the city. And so it will be in the second part.


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