A relatively new co-op, called Coastal Vision 3000, and consisting of local business owners, community leaders, etc, has launched a new brand that will encompass Gulf Coast beaches from Apalachicola to Ft. Walton Beach.

The brand?

"The beach"

Don't believe me?

See for yourself:
TheBeach

I sure hope this co-op fares better than most co-ops, which seem to have very short periods of cooperation and ultimately end up defunct.

The problem with co-ops is... it's tough to get that many leaders, that many type-a personalities to agree on important decisions.

However, I hope this one survives... it has potential to really do some good in coordinating marketing efforts abroad (which will become increasingly important).

But, they need a new agency... already.

"The beach"?????

That's the best they could do?

To see how annoying that brand will be (at least how they're currently presenting it visually), look at this flier (pdf):
http://thebeachfla.com/pdf/coastalVi...00Brochure.pdf

And, while I'm at it... Coastal Vision 3000 sounds like a new lasik option at the Eye Center or something.

But, good luck anyway guys.