He is backing the Global Auckland project, being managed by Auckland Tourism, Events and Economic Development (Ateed) and overseen by its independent advisory group, chaired by NZME chief executive, Jane Hastings.
Other advisory group members are Michael Barnett, Auckland Chamber of Commerce chief executive and Heather Shotter, chair of the Committee for Auckland. Project advocates are Andrew Ferrier, chair of NZ Trade and Enterprise; Stuart McCutcheon, vice-chancellor of Auckland University; Mike Hutcheson, executive director of Image Centre Group; Sir Bob Harvey; Tupara Morrison of Ngati Whatua Toki Taiao; Martin Snedden, Duco Events chief executive; and Anthony Healy, Bank of New Zealand chief executive.
We have a vibrancy, innovativeness and openness.
The project aims to produce a compelling, contemporary story that makes Auckland stand out and be truly competitive on the global stage. The clear and unique brand, describing the persona of the city, will be designed to make Auckland desirable as a business location, visitor destination and place to call home -- and enhance economic growth.
Brodie says city branding or identity has moved from the traditional logos and images to operating in the inter-active social (media) networks. "Once the stories are developed, they get shared. People hearing the stories also contribute and Auckland becomes part of the global village."
The Ateed project team, including Colenso BBDO agency, has conducted in-depth interviews, surveys and focus groups here and overseas to gain insights into Auckland.
Surveys have been done through Auckland Council's People's Panel, KEA association and online Love AKL campaign.
At the time of writing, a number of emerging themes were being tested on a target audience involving businesspeople, potential investors, skilled migrants, international students and tourists from Australia, China and United States.
Some of the themes are based around lifestyle, business, events, study and tourism, and highlight Auckland's features such as natural environment, diversity, freedom, space and safety.
Some of the value propositions are:
?It's easy to do business in Auckland and there's a can-do attitude.
?Talented people choose to be here to live, work and play.
?Auckland has become an international events destination.
?Students can study in world class institutions.
?Auckland has a great range of tourism experience.
The narrative, with branding, communication and marketing guidelines, will be finalised over the next two months, and the unified Auckland story will be launched early next year. The brand and story will be single-minded enough to be powerful but broad enough to encompass all that is truly special about the place.
It will be a story that all Aucklanders can embrace as their own. It will be a story that attracts potential investors, skilled migrants, new businesses, high-value visitors and fee-paying students.
Among the interviewees were two BBC presenters. One said Auckland needed to raise its profile. "From where I'm sitting in London, you must know that Auckland is off the map. It needs to be a place that draws us, and something that's more than a Rugby World Cup in a stadium. It needs to be something that is clear about what Auckland is."
The other presenter, an expatriate Kiwi, didn't see New Zealand and Auckland as a place of business. "Because of its size, it's hard for New Zealand to be seen as a player when there's only four million people.
"The key focus is agricultural and not the business environment, and therefore there's no automatic association with significant business."
She said New Zealand hadn't managed to sell itself. "I know there is really good entrepreneurship going on there but that's a hard one to compete on with the rest of the world. For everyone that goes there, the natural beauty is what they talk about -- so give it to them."
World cities expert Greg Clark, who visited here last year, says the world needs to know what Auckland stands for from a business and investment perspective -- today it has no profile.
Leading international place brand authority Simon Anholt says: "Unless you've lived in a particular city or have a good reason to know a lot about it, the chances are that you think about it in terms of a handful of qualities or attributes, a promise, some kind of story. That simple brand narrative can have a major impact on your decision to visit the city, to buy its products or services, to do business there, or even to relocate there."
Brodie is a strong supporter of the brand identity for New Zealand wine -- it adds to the 100 per cent Pure New Zealand story and is based around the words "pure discovery".
The wine story is: "New Zealand is a land like no other. New Zealand wine is an experience like no other. Our special combination of soil, climate and water, our innovative pioneering spirit and our commitment to quality all come together to deliver pure, intense and diverse experiences. In every glass of New Zealand wine is a world of pure discovery. Welcome to our world."
Brodie is also a fan of the "City of Sails" brand but it will be subsumed in the Auckland story. "One of our stories should be the innovation in our marine industry and America's Cup racing, and City of Sails can come into play there."
Brodie says the key thing is to integrate the Auckland branding into the New Zealand story. "We are not competing with Wellington or Christchurch -- we are story making as a country.
" A co-ordinating group needs to ensure the different agencies such as Tourism New Zealand, Air New Zealand and NZ Trade and Enterprise are delivering a consistent story.
"The branding will be far more effective if it's presented by a network," he says.
