It wasn't that long ago when I was disparaging the whole notion of branding. Writing about Indiana's search for a new slogan, I said this:
When people start talking about "branding" a company or institution, I figure they've lost their way and don't know what their mission is anymore; if you're providing what you're supposed to be providing and people like it, that is your brand.
Now, it seems Fort Wayne is going to spend $70,000 for its own branding campaign, and I feel the same way about it. I'll take them at their word that they're trying to do more than come up with a snazzy line with which to snag the tourists:
Developing a brand strategy is a lot more than coming up with a new logo, O'Connell said. “It's not a cute slogan. It's not a feel-good thing.”
O'Connell said North Star will be determining what the essence of Fort Wayne is
Comments
Our elected officials just like to spend money...
Their answer to everything seems to be to hire a consultant. If the consultant gives you an answer you do not like; then hire a new consultant.
Agreed, Mike. Somehow, they think that coming up with a catchy slogan will be the very hook that will make people want to flock to Fort Wayne. Fort Wayne: A Fort with No Walls!
Reminds me of several years ago when Hamilton, OH, added a ! to their name, wanted to legally change it to Hamilton! It didn't fly.