The Brand Billings Campaign unveiled its new slogan and logo today. My perennial question on such campaigns: Do they ever matter?
The newsroom staff at the first paper I worked for once wasted the better part of an afternoon trying to improve on the city's slogan, which appeared right under our flag on each issue. It was "Hub of the Trinity Valley." Not terribly memorable, but we couldn't improve on it.
Somehow, branding efforts for cities every since always have struck me as roughly equally futile. How many city slogans can you even name? And how much do they influence what you think about the city they are applied to? Not much, I would guess.