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Detroit Branding: Real-World Outraces Real-Time

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Excerpt:

The modern mythology scholar Joseph Campbell once said: “Only two things unite people: aspiration and terror.” Campbell would have played well in Detroit.

Its core business had to be bailed out. Overall manufacturing hit the skids. The national economy tanked, and America’s 18th ranked city lost its financial autonomy. Now terror is starting to be replaced by aspiration in Detroit. Overall, the U.S. manufacturing comeback is gaining momentum with some 500,000 jobs created in the past three years. It marks the first time in more than a decade that the number of factory jobs has gone up instead of down. In Detroit, the Made In America comeback led by the auto companies is being joined by some new brands that are fueling growth through innovative products and edgy marketing.
 

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