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'ities craft their _ hey l
<br /> Thecampaign went a step
<br /> year when the
<br /> ST. PAUL PIONEER PRESS WWW.TWINCITIES.COM area's chamber of commerce
<br /> Rao but what, �` and economic development
<br /> group merged to form Greater
<br /> CONTINUED FROM THE COVER Mankato Growth Inc. g
<br />�xaetly, makes a "We've been able s,leverage
<br /> each other's resources,common
<br /> branding and common look and,
<br /> Uburb unique? Right brand Guess the City slogan feel," said Jonathan Zierdt,
<br /> president of Greater Mankato
<br /> (continued from Page 1A) Choose from these cities:Edina, Falcon Heights, Grand Rapids, Growth.
<br /> Hopkins, Lakeville, Minneapolis, New Brig Mon,,North St. Paul, The organization is in the
<br /> idng right `brand for local Branding projects are under Stillwater,West St. Paul process of gauging the cam-
<br /> ntity can be pricey process way in Burnsville,Anoka, Coon paign's success. So far, it has
<br /> Rapids and Centerville. gained enough attention for
<br /> St.Paul and Minneapolis are other cities to use it as an exam-
<br /> BY MARICELLA MIRANDA unveiling a united branding �' 2' 3' 4. ple of a branding effort that
<br /> effort Tuesday, called More to 'We're "City of '"The city the
<br /> fiber e works.
<br /> Pioneer Press close to Lakes" that Warks the fiomc? But will Greater Life," aimed to attract people to it all" for you" Mankato
<br /> ' community" and its"A little Twin rr MMa.A lot
<br /> Amery,Wis.,more a city of lakes than both cities.
<br />.eapolis? But marketing a new brand ------ -- ---- — --— Minnesota"ever be as national-
<br />)es Anoka have a richer history than isn't cheap. ly recognized as New York and
<br /> later? Or is Mahtomedi more "small Cities can spend as mh as ' its"I(heart)New York?"
<br />"than North St.Paul? $25,000 on branding consultucants. Zferdt says, "Why couldn't
<br /> nese cities claim to be unique, but the Local businesses paid for the, 7. We?" +
<br /> ies they use to describe themselves are $3 million to$5 million rebrand S. 6. "Southern
<br /> y identical. Ing campaign in St. Paul and "Birthplace of ",..for Irving, ' Gateway to the
<br /> any city leaders say a clever phrase can Minneapolis. Minnesota" learning,raising Twin Cities'
<br /> people to live, work and vacation in a "Some of the suburbs have a, executive _ families
<br /> m place. Officials are willing to bet &
<br /> g _
<br /> greater identity than others,"' doing business"
<br /> sands of dollars hours of staff time and said Louis Jamboisl -
<br /> hs of research to create just the right director of the Association of 10.
<br /> n to attract people and money. Metropolitan Municipalities. "A small town=
<br /> ipically, companies use branding to "It's worthwhile for those com- 8 9 atmosphere
<br /> vent" themselves. Today, cities are munities to think about what Think "ThFair
<br /> in a large
<br /> ne r
<br /> taglines,logos and color schemes as a their identity is." metropolitan'
<br />,o set themselves apart. Hopkins" city" area
<br /> THAT'S MY TAGLINE '
<br /> RIGHT BRAND,4A
<br /> In the land of lakes and sub- 'ANSWERS:
<br /> '
<br /> orbs,finding a distinctive trait
<br /> • is a challenge. 1.west St.Paul,2.Minneapolis,3.New Brighton,4.Grand Rapids,
<br /> S.Stillwater,6. Edina,7.Lakeville,8.Hopkins,9.Falcon Heights,
<br /> 02008 St.Paul Pioneer Press(Northwest Publications) Many cities end up using the 10.North St.Paul PIONEER PRESS
<br /> * same themes for taglines. Bod-
<br /> ies of water, community, geo- tourism and marketing for the uled to be complete by July. At
<br /> graphic gateways and history bureau. And before that, the that time, the City Council
<br /> are particularly popular. bureau tagline was'"The Corn would decide when and how; to
<br /> North St. Paul calls itself"a Stops Here." implement the brand. I
<br /> small-town atmosphere in a "It's not as easy as you thTk-
<br /> large metropolitan area," while THE RIGHT BRAND it might be," Council Member
<br /> neighboring Mahtomedi is `A Liz Workman said at Tuesday's.-
<br /> 'Small
<br /> uesday"s;'Small Town'City." sties, like companies, want work session meeting. "Brand`
<br /> Anoka is the "Historic River Vto reinvent themselves to ing — it's more than just a
<br /> City,"and,miles away on anoth- attract attention. tagline and a logo. You have to
<br /> er river,Stillwater is the"Birth- It's a way for municipalities let go of your own perceptions
<br /> place of Minnesota." to stay "fresh," Jambois said, and biases,or you'll fail."
<br /> Sometimes,cities even share adding that the Association of Anoka hired a branding con-
<br /> the same slogans, like Amery, Metropolitan Municipalities sultant last year for$23,250.The
<br /> Wis., and Minneapolis— which went through a rebranding project started last week and
<br /> call themselves the "City• of effort itself a few years ago. could take as long as four
<br /> Lakes."Amery City Administra- A new brand can enhance months to complete.
<br /> for Julie Riemenschneider said residents' pride in cities and "We're hoping it will help
<br /> she knew they shared the same draw attention from investors with tourism ... businesses ...
<br /> tagline. and potential homeowners,Jam- housing," city spokesman Pam
<br /> "There's enough distance bois said. But most importantly, Bowman said.
<br /> (between us),"she said. he said,it can give a community Anoka uses the tagline"His-
<br /> But Burnsville and Lakeville, the chance to look inside itself toric River City,"because it's on
<br /> which are about 10 miles apart, and ask how others perceive it. the Rum and Mississippi rivers.
<br /> share the same tagline, too. "It's a fun exercise, too," he But retail businesses tend to
<br /> Both cities call themselves the said. use "Rediscover Anoka" to
<br /> "southern gateway to the Twin Burnsville city leaders attract customers.
<br /> Cities." kicked off its branding effort "We're trying to redefine
<br /> Burnsville adopted the slo- this week after hearing requests (ourselves) and do what we can
<br /> gan because Interstate 35W and from local businesses, schools to get people to come to Anoka,"
<br /> Interstate 35E join in the city, and residents for the city to put Bowman said. "It seems a lot of.
<br /> municipal spokesman Jim Skel- out a cohesive image. the cities are going through it
<br /> ly said.Lakeville began using it The project could create new right now"
<br /> because it's the metro area's logos, a colors scheme and a
<br /> southernmost city, tagline. A COHESIVE IMAGE
<br /> Lakeville City Administrator Local businesses, schools
<br /> Steve Mielke said the city offi- and other city groups would be jn many cases,cities use differ-
<br /> cially adopted the tagline in 2005 free to adopt the entire brand or lent taglines than convention
<br /> after a branding initiative. It pieces of it, said Bridget Dal- and visitors bureaus or Cham-
<br /> recently put the tagline across rymple, special projects coordi- bers of commerce, because the
<br /> its revamped Web site. nator in Burnsville. organizations market to differ-
<br /> "I didn't realize we had per- City staff last year began ent groups.
<br /> haps stolen it from anybody," exploring options for consulting The rules usually change
<br /> Mielke said. firms, which charge $15,000 to when it comes to cities with
<br /> Before the city used the slo- $80,000. On Tuesday, the City larger tourism industries, Brit-
<br /> gan, the Lakeville Minnesota Council agreed to hire a consult- ton said. Those cities tend to
<br /> Area Convention & Visitors ant. work more closely with their
<br /> Bureau used the phrase, said Research and brand develop- visitor bureaus and chambers of
<br /> Jeanne Britton, director of ment for the project is sched- commerce to market one cohe-
<br /> sive message.
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