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Mounds View City Council October 26, 2009 <br />Regular Meeting Page 12 <br /> <br /> <br />Val Amundsen, 3048 Woodale Drive, read a prepared statement regarding the City’s recent <br />branding process that resulted in a new City logo and brand strategy. She read the City’s <br />promise, which she believed the tagline should reflect as well as being unique and say something <br />about Mounds View to differentiate itself from other communities. Ms. Amundsen asked what <br />“See for Yourself” portrays to the reader and whether they will see anything remarkable. She <br />stated that she loves Mounds View but does not believe it to be highly scenic or having a lot to <br />“see.” Rather, she felt this tagline did not fit the City since it cannot fulfill expectations. Ms. <br />Amundsen urged the Council to view the brand values created by Risdall Marketing Group and <br />consider what should be promoted. She presented the responses she received from unbiased <br />residents who also found the tagline was not responsive to what Mounds View had to offer. One <br />resident offered a tagline of “Growing Together, Building Community” which fulfills the brand <br />promise. Ms. Amundsen urged the Council to reassess the EDA adopted tagline, consider the <br />new tagline offered by a resident, and that this item be tabled and returned to the EDA to delve <br />into the Risdall Marketing data to assure the right tagline is selected for Mounds View. <br /> <br />Council Member Gunn offered taglines of “A Special Kind of Town, See for Yourself,” “A <br />Special Kind of Community, See for Yourself” or, “A Gem of a Place, Come See for Yourself.” <br />She agreed more discussion is needed and supported tabling to a Council work session meeting. <br /> <br />Council Member Mueller noted that one resident had indicated there are communities all over the <br />country that wish they had one outstanding feature and, as the article pointed out, The Mermaid <br />is registered as being historical. She noted that many know Mounds View because of The <br />Mermaid and instead of overlooking the obvious, maybe the Council should view The Mermaid <br />as a landmark. She supported tabling for further discussion. <br /> <br />Mayor Flaherty stated he likes the EDA approved tagline, which is short and easy to remember, <br />but is willing to discuss it further if that is the desire of the Council majority. He stated a tagline <br />should also trigger the response or thought that it relates to Mounds View. Then, once that has <br />occurred, Mounds View can speak for itself. <br /> <br />Ms. Amundsen encouraged the Council to do random testing of the tagline prior to ratification. <br />She stated not all have a great impression of The Mermaid and she felt Mounds View was much <br />more than that. <br /> <br />Council Member Gunn stated there are things to see in Mounds View such as gorgeous trees, <br />wooded lots, parks, restaurants, and other amenities. <br /> <br />Council Member Hull felt people were taking the word “see” too literally because it means other <br />things like Fedor’s Market having the best meats available and Mounds View having one of the <br />best school districts in the State. <br /> <br />Council Member Stigney suggested tabling to an EDA meeting when five taglines can be <br />identified that can be promoted to the community for input. Clerk-Administrator Ericson advised <br />that the City’s website has a polling feature that can be used to gain input.