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• StarTribune.corn MINNEAPOLIS-ST.PAUL,MINNESOTA <br /> Not just suburbs: These cities seek brands <br /> By ERIC M. HANSON,Star Tribune <br /> March 15, 2008 <br /> To think, Coon Rapids considered ditching its name and its affiliation with raccoons only <br /> a couple of years ago. <br /> But now there the little critter is, peeking from behind an abstract leaf in a new logo that is <br /> part of a brand strategy created by Bloomington public relations firm Tunheim Partners. <br /> Big tourist destinations have long taken an interest in brands,from the "I vNY" logo of <br /> the 1970s to "What Happens in Vegas Stays in Vegas." <br /> Now, ordinary suburbs -- including Hopkins, Burnsville and Savage-- are joining larger <br /> cities in trying to cultivate a brand. <br /> "In the past, cities have wanted to get information out about what a great place they are <br /> to visit," said James Boyle, Tunheim's senior vice president. But now, he said, "there's an <br /> interest-- particularly for first-and second-ring suburbs that have an aging population -- <br /> • of getting their story out ... to attract new residents and new economic development." <br /> Kathryn Henriksen, director of client services for the Minneapolis brand-management firm <br /> Brand Tool Box, called branding a new science for cities, one that is more popular now <br /> because city officials realize they exist in a competitive marketplace,just as private <br /> companies do. <br /> "So they're trying to find ways to position themselves, to understand what they stand for, <br /> how to appeal to their constituents and attract new community members," she said. <br /> In 2006, Hopkins and its business association worked with the firm Citylmage to lure <br /> more shoppers downtown and to build awareness of the city's business, educational and <br /> arts scene. "Think Hopkins,"the resulting brand campaign and website, debuted early <br /> last year. <br /> But to begin marketing themselves, cities first need to know themselves. Coon Rapids <br /> paid Tunheim Partners about$23,000 to help. The money bought focus-group research, <br /> a new logo and a motto that nods to the city's tendency to hold onto residents: <br /> "Community strength for generations." <br /> The $23,000 that Coon Rapids spent is within the average range for such services, <br /> Henriksen said. Anoka recently paid $23,250 to a South Carolina firm for a branding <br /> 4111 campaign to be completed in April. Bumsville and Minneapolis expect to be done with <br />