I Am In the WRONG Business.

I know I praised the a city-branding effort last week. But seriously, sometimes the whole hiring-a-consultant-to-come-up-with-a-new-slogan thing seems kiiiiinda pointless. Like in Burlington, Vermont. That ...

April 08, 2010 •

I know I praised the a city-branding effort last week. But seriously, sometimes the whole hiring-a-consultant-to-come-up-with-a-new-slogan thing seems kiiiiinda pointless.

Like in Burlington, Vermont. That city wanted a fresh, new slogan, and they hired a consultant firm to come up with one.

So what did $35,000 and two years of work get them? The SAME slogan they had used in the past:

After nearly two years of study in which hundreds of possibilities were considered, the Lake Champlain Regional Chamber of Commerce settled on "The West Coast of New England."

It is the same slogan used by Burlington businesses and the chamber in the mid-1980s.

Hey, New York City -- have I got an offer for you! Give me $35,000 and I'll come up with a slogan I promise you'll totally ?.

Zach Patton

Zach Patton -- Executive Editor. Zach joined GOVERNING as a staff writer in 2004. He received the 2011 Jesse H. Neal Award for Outstanding Journalism

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I Am In the WRONG Business.

I know I praised the a city-branding effort last week. But seriously, sometimes the whole hiring-a-consultant-to-come-up-with-a-new-slogan thing seems kiiiiinda pointless. Like in Burlington, Vermont. That ...