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LIVE & WORK - Build Your Career -- Continuing Education -- Training -- Chambers of Commerce - Our Lifestyle -- Community Profile -- Housing -- Education -- Cost of Living -- Public Safety -- Health Care -- Climate -- Arts & Entertainment -- Sports & Recreation - Move to MIGSW -- Find a New Home -- Housing Information -- Telephone & Utilities -- Child Care & Education -- Medical Resources -- Retiring in MIGSW -- News Media -- Places to Worship -- Government Information -- Taxes -- Transportation -- Accommodations -- Calling All Volunteers -- Relocation Packages -- More Services & Info DO BUSINESS - What's Hot! - Business Resources -- Economics -- Financial -- Workforce Development -- Int'l Business Resources -- Michigan Govt Issues - Relocate to MIGSW -- Site Selection -- Infrastructure -- Labor Force -- Incentives -- Taxes -- Accommodations GREAT PEOPLE - Career Connections - Famous Residents - Clubs & Organizations ABOUT MIGSW QUICK FACTS COMMUNITY LINKS AREA MAPS CONTACT US SEARCH RETURN TO HOME PAGE A Little More About Michigan's Great Southwest Promoting Michigan's Great Southwest Some of you might wonder how we came up with our unique "community description": Michigan's Great Southwest, as well as its companion "branding statement": into the business of life. Well as it turns out, there is a history (and a very thorough rationale) behind our choices, beyond all of the obvious reasons why we are great. Michigan's Great Southwest is part of an image-building and branding campaign that promotes our area's unique character, products, and services on a global basis. It was developed in direct response to industry requests - in fact, the largest employers in our region - and documented market-development opportunities. This campaign is open for use and participation to all businesses, organizations, institutions, and individuals interested in the promotion of our region. Corollary marketing pieces are available, as well. Michigan's Great Southwest: into the business of life, are service-marked. For more information about this campaign, the marketing pieces, or usage and guidelines as to how to incorporate the logo into your own materials, please call Cornerstone Alliance, (269) 925-6100. They will be more than happy to provide the information. Why Michigan's Great Southwest? Southwest, not Southwestern. Southwestern Michigan sounds like a governmental designation. Northern Michigan, Eastern Michigan, Southwestern Michigan - all bring a generic designation to the image. "Michigan's Great Southwest" opens subtle inflections and added meanings in addition to being a directional indicator. "Michigan's Great" hints of the Great Lakes, particularly our Lake Michigan. It also ties into the state theme: "Great Lakes. Great Times." making us appear to be part of the state promotion and adding strength to our position. "Great Southwest" hints of "Greater Southwest" as in an enlarged area of the southwest. However, "Great" is a stronger statement because it doesn't include the pre-supposition of any boundaries. It can push to the outer limits of the tri-county area and even beyond without exceeding credibility. "Michigan's Great Southwest" sounds friendly and warm, borrowing from the U.S. Southwest. It's a community brand that is open to the buy-in support of many area groups, and has few restrictions to acceptance, and immediate credence. "Great" is a word that incorporates undefined enthusiasm. It isn't measurable, but it doesn't get much better than Great! Why into the business of life? This brand statement develops an immediate dual meaning."The business of life" pushes the reader's thought toward business matters, then immediately does a course correction toward life. Upon reflection, the business of business IS life, so it opens deeper meanings to those who ponder "why." The statement is also a bit of a command, directing the individual or the corporation to get "into the business of life" and to keep in mind that an improved quality of life improves the quality of business. This statement is not community-dependent. It fits all communities that are willing to commit effort toward enhancing the quality of life of their citizens, and it fits our region as an entity equally well. Easy to understand and remember and with no "trick" words to misinterpret, the statement requires some involvement of the reader. Just exactly what "the business of life" includes is up to individual and varying interpretation. Since each interpretation is personal, this doesn't diminish the value of the statement. The statement offers an unspecified promise that the community will provide the opportunity for the individual or the company to move "into the business of life." Again, this opportunity is individually defined by each member of a family or of a company, and each will determine if the promise has been fulfilled. Logo and rationale developed by Perry Ballard Incorporated of St. Joseph, Michigan. If you see this image then click it to find locations in that category in our area! For more information Cornerstone Alliance P.O. Box 428, Benton Harbor, MI 49022 tel: (269) 925-6100 webmaster@michigansgreatsw.com