Branding DG: Bold or Blind?

Is this an isolated incident, or the tip of an iceberg?

Longview branding slogans

Longview residents and local public relations and advertising firms will play a major role in the city’s continued efforts to complete its branding campaign, while North Star Destination Strategies will not. At the recommendation of the newly-formed Branding Process Review Committee, the Tennessee-based firm hired to develop Longview’s branding campaign will no longer be a part of the process. North Star’s contract will be terminated, Mayor Jay Dean announced in a press conference Thursday. Dean said the committee also recommended that the city utilize local firms and solicit opinions and ideas from the public and stakeholders and brainstorm to develop a slogan that will deliver the branding results originally intended. The city plans for local professionals to organize input, before the list of possible slogans are reviewed by local focus groups. “We will give our citizens the opportunity to express their opinions of the narrowed-down list of slogans utilizing various vehicles including Web sites, the mayor’s office, etc.,” Dean said.

Here’s your chance to give some input on the slogan. Go ahead and post your slogan.

Permalink | Comments (11) |

Comments

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By Randy

April 5, 2007 3:38 PM | Link to this

Well it is about time our civic leaders did the right thing. It is a shame they did not follow this plan from the start and saved $57,000 of of the taxpayers money. Lets see how they follow up and handle it now.

By Kerri

April 5, 2007 7:02 PM | Link to this

My question now is what exactly did we get for the $57k? I’d think the company would want to refund the money to help save their reputation.

The fact that one of the employees previously worked on a branding campaign that came up with the exact same slogan smells of fraud to me. Use the same results of the focus groups from the previous campaign, hand over a recycled plan and get $57k for your efforts. I think I’m in the wrong business.

By Kristi

April 5, 2007 9:45 PM | Link to this

First, I thought the cost was more than $57K – more like $93K? Either way it doesn’t matter – any money to this company would be too much. I was watching KLTV a few minutes ago (I tivoed it earlier) and was shocked when they said that our city (WE) would still be paying the fee charged for coming up with this “slogan” and then even more shocked to hear that the mayor said we would be paying it because they felt like we “got our money’s worth” ?!?!??!?! What???! I would love for them to explain how in the world that is a true statement. They went on to say that the money was worth it because of the research done. Again – what?? What research is he referring to? Oh, I know! The research that landed us with a slogan that I hated the moment I heard it (even before the controversy) and let’s not forget – the research that didn’t even let us know that the slogan had been used before and that company should have known that. I am beginning to think our new slogan should be something along the lines of “We fire idiotic Mayors” or whoever is responsible for this lunacy. If the city still thinks it’s worth it – I’d like a tax refund on my city taxes because they are obviously being wasted.

By Tater

April 5, 2007 11:30 PM | Link to this

Well good. Lucky for us our leaders are weak and indecisive. Maybe they will find something else just as meaningless and frivolous to waste our money on. Maybe create more unnecessary adminstrative posistions in various city departments. Or possibly find another way to make it impossible for a small buisness to operate. This is the greediest city in Texas. I wish the people could see it.

By Tater

April 5, 2007 11:30 PM | Link to this

Well good. Lucky for us our leaders are weak and indecisive. Maybe they will find something else just as meaningless and frivolous to waste our money on. Maybe create more unnecessary adminstrative posistions in various city departments. Or possibly find another way to make it impossible for a small buisness to operate. This is the greediest city in Texas. I wish the people could see it.

By Don

April 6, 2007 12:08 AM | Link to this

Suggested Slogan… “Longview…city leaders simple!”

By seay

April 6, 2007 6:34 AM | Link to this

I believe there is only one action. VOTE and vote as many as possible out of office. We must commit ourselves to exercise our priviledge to vote these individuals out of elected office. We may not can do anything about the appointed and hired employees of the Partnerrship and LEDCO but we can certainly shake it up at cityhall.

By Randy

April 6, 2007 7:31 AM | Link to this

Seay, you are right on the money! If the citizens of Longview do not stand up for themselves and vote the incumbents out of office, starting with Jay Dean and then the rest of the council, then we deserve the results we are getting now. I have said for months now we need a change, The “committee” appointed to over see this fiasco is no more that the Mayor’s croanies and financial supporters who are his puppets on a string. Let’s start a campaign to recall each and every one of the members of the council and the Mayor especially.

By Kemmie

April 6, 2007 8:42 AM | Link to this

Fellow Longview residents, The previous comment reflects what truly is the root cause of this entire issue.

The committee to investigate this fiasco is made up of members of the very same organizations which caused it!! I think a better and more truthful name for the committee should have been, “The What Can We Do to Divert Their Attention So We Don’t Look So Silly Committee”!

If the Mayor had truly been trying to solve the problem rather than just placate the people of Longview to get out of the heat, the committee would have been made up of civic leaders with no ties to any of the 3 Stooges that created this debacle.

As far as the mayor’s ability to be objective, the News-Journal has stated it clearer than I am able to. Quoting todays article, “Dean said that once he explained the phrase’s concept, people understood it, but he quickly realized if you have to explain “pure and simple,” it’s not right.”

Let me just say, duh!!! Wow what hindsight from our Mayor!

By Eric Montgomery

April 6, 2007 2:04 PM | Link to this

Vote Dean out? What a pure and simple plan.

By Janet Kenyan

April 12, 2007 8:01 AM | Link to this

As a new resident of the Longview area I formed my own opinions about your beautiful city. The phrase “Pure and Simple” was not what I use to describe the beauty of your city, your warm, intelligent,loving people, and the friendless they show to strangers.

As a marketer and graphic designer I have been involved with efforts such as this previously, and would like to suggest a contest to allow the residents to name their own slogan; after all they know this fair city the best. Then build your campaign by engaging your residents to promote your city through the use of tourisum, multi-media, and public realations methodologies. I feel an interactive effort that engages the very people who make this city what it is would be best for all and receive the strongest support of all concerned.

In case you were wondering if there is some sort of connection, try this: soon-to-be former VM Pavlicek is a board member of the International City/County Management Association (ICMA). NSDS lists speaking at the ICMA national conference prominently on their website.

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One Response to “Branding DG: Bold or Blind?”

  1. Sideline Observer Says:

    I’m hurt. You didn’t use my brand logo. LOL.

    Tip of the iceberg. We’re in for a real soaking here.


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