"I Have An MBA. I Know Marketing. This Is Good." Commissioner John Villarreal

Commissioner John Villarreal

Logogate, as one local quipster referred to the City Commission/Hahn Communications fiasco, took an odd turn Tuesday night when timid City Commissioner John Villarreal actually spoke at a city commission meeting.

"I have an MBA.  I know marketing.  This is good," testified Commissioner John Villarreal during consideration of Agenda Item #10, a Public Hearing for "Possible Action" on approval of a new logo for the City of Brownsville.

Snake Oil Salesman Ron Oliveira

What John was referring to as "good" was the new city logo created by Hahn Communications for $90,000. Former Harlingen news anchor Ron Oliveira had just spent 30 minutes vociferously selling the logo, implying that for the money the city not only gets a new, "modern" logo, but his services as town cheerleader.  Yes, folks, snake oil and magic elixir is still being sold, marketed.

Marketing involves research.  What do customers want?  What do they need?  Hahn Communications was on the right track when they conducted an online survey with Brownsville citizens asking for input on the proposed new city logo.  But, then, they proceeded to ignore their own research as if it was irrelevant.  They had created a new logo, albeit a mediocre one, not well received and they were going ahead with it come Hell or high water.

Here is the complete online survey about the new logo included in the City Commissioner's information packet for the 9/15/15 City Commission meeting:

First, the numbers:  "I love it"       15.36%  (104)
                                "I like it"          5.91%  (40)
                                "I'm not sure"   6.50%  (44)
                                "I don't like it" 72.23% (489)

Now, the online comments:

"It reflects Brownsville's new position."

" 'By the sea' is a slogan that attracts tourists.  Due to the violence, "on the border' repels tourists.  What about a slogan that reflects the city's past, present and future?"

"I'm concerned it is too much like ignite energy corp, which is currently being sued as being a pyramid scheme.  I don't want the city involved in law suits."

"It does not mention the JEWELS the city has to offer.  We are focusing on one item only."

"90K for that from an out of town company?  My child came up with something better for the price of chicken nuggets."

"This does not represent our community or city in any way."

"It depicts nothing of what Brownsville is.  And in all truth looks simple and plain."

"It is way overpriced and generic."

"The design is not coherent.  It is ugly and weak."

"Too busy.  Colors are awful."

"Not unique.  Pretty average."

"Just look at it."

"Use the $90,000 to fix our drainage, potholes and beautify our city.  Let the people of Brownsville, Tx vote if our logo should be changed.  Mr. Hahn is not even from here.  He is from Austin, Tx and he wants change for our city that is ridiculous.  The only thing he wants from our city is the money.  Please don't change our logo and use the money wisely.  Thanks! 'By the border by the sea should stay!' "

"Our present logo is great!"

City Commissioner Debbie Portillo Voted FOR
the new $90,000 City of Brownsville Logo 

Why do market research if you ignore the results?  80% of those responding to the online survey said they didn't like or weren't sure of the new logo. Typically, that should mean "back to the drawing board."

Please know that all of the commissioners received the results of this survey the Friday BEFORE voting on the item at the City Commission meeting.  What does that say about their actual desire to represent the people?