Vicksburg’s assets were emphasized when the Vicksburg-Warren Community Alliance held its annual meeting Thursday evening.

&#8220You’re starting off much, much higher than other places,” said Dr. William Smith, professor of marketing at the University of Southern Mississippi.

&#8220Almost every American knows Vicksburg. In fact, it’s probably the best known city in the state,” he said. &#8220Little kids are learning about you right now.”

The Alliance was self-formed five years ago as a bridging organization among community development interests. In 2005, the group, headed by trustees, formed specific councils. The Alliance’s Tourism Council has put a lot of emphasis on branding for the entire community in its meetings this year. The issue is at the top of its strategic plan, which was passed Aug. 3, and will act as a guide through 2008. While tourism groups use different sayings and logos to advertise the area, the Tourism Council has said they would like to see one slogan for all tourism efforts.

Smith explained the importance of branding communities such as Vicksburg.

&#8220It’s very competitive,” he said. &#8220Somebody out there wants every single customer you have – even the bad ones.”

Explaining how &#8220precious” a brand is, Smith said a community’s brand is its story.

&#8220It’s the story tourists tell when they go back home,” he said. &#8220There is no minor detail in the influence business.”

He pointed to companies, such as Coca-Cola, Microsoft, IBM, GE and Intel as brands customers use because of trust and credibility, predictability and because they are thought of as risk reducers. He also pointed out customer service at Walt Disney World and the employees’ knowledge of the product they are selling.

&#8220Pay attention to the little things,” he encouraged. &#8220The question is, ‘What are we doing to take advantage?’ You’re the people that make things happen in this community. You must combine that together with a sharp focus.”

About 30 people attended the meeting and got updates from various councils: