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
