Without a brand, frankly, what are you selling?

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Being a city of people with bold innovations, we want to figure out what we can do to make the beach experience distinctive and unique.

234

This is not just an intellectual exercise. The people who live and work here have an emotional commitment to Santa Monica, and can deliver a good service if they truly believe in it.

150

It's about discovering the essential qualities. Otherwise, a destination is just a destination.

140

If you're part of the community, whether you like it or not, you're part of the brand.

139