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Gutsy/tenacious
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Close to community
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Unpretentious
In considering all of the above layers of the Brand model, the Essence can be expressed initially as a concept statement: 1. On the West Coast, in the midst of mountainous, wet and challenging wilderness, you can discover remote communities and non-conformist people where mining life in the past and present has created a strong sense of belonging, as well as close ties, gutsy, down-to-earth characters, and a totally different way of looking at the world. This is a place where mines come and go and with them local fortunes; and even the weather is full of sudden changes and extremes. This can then be narrowed down to a set of key words: 2. Remote lifestyle and characters centred on mining; wild landscape and weather; ups and downs. In expressing this Brand in a way that conveys its point of difference, the Essence becomes: 3. Mining life in a wild world. This Brand is about the unexpected, about the vagaries of community life that centres on mining, about towns that have come and gone, and about the physical ‘wildness’ in which this life occurs. The Brand model is:
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