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• similar branding sessions in the summer. <br /> Minneapolis media relations manager Matt Laible said the city is looking for pro bono <br /> private expertise to help with a new logo and tagline, which it expects in July. It is using <br /> research from Meet Minneapolis, the convention and visitors center behind the $2.5 <br /> million "More to Life" campaign. <br /> Savage also sought free help and found it from a resident who works in branding. She <br /> took the city through a brand "pyramid"exercise to conceptualize the city image. The <br /> result was a new tagline ("Naturally resourceful")that communications coordinator Amy <br /> Barnett said plays up the city's natural resources and points to how it tries to keep costs <br /> low by relying on partnerships. <br /> So do the money and time pay off? Boyle said Tunheim has"no research in particular"to <br /> demonstrate tangible benefits of branding for cities. But, he argued, it makes sense to <br /> pay for outside expertise because marketing generally isn't something cities have done <br /> themselves. <br /> Eric M. Hanson • 612-673-7517 <br /> ©2008 Star Tribune.All rights reserved. <br /> • <br /> 410 <br />