|Not-Well-Received New City Logo|
Huckster Ron Oliveira, the slick spokesperson for Hahn Communications, presented the new logo to the City Commission as more than a mere lifeless image, but a branding plan. The concept of a city or even an individual having or actually being the personification of a brand is patterned after NBA players like Lebron James, who speak of themselves and their brand simultaneously. Hell, my nephew writes on Facebook about his "brand."
Adding the initial $140,000 cost of the "branding plan" to the estimated cost of implementation puts the project's burden to the taxpayers up to nearly one million dollars:
"Rosas(Brownsville Public Information Officer, Roxanna Rosas) said that in the plan provided by HAHN, an itemized budget list was provided. Items included paid media (outdoor, print and digital), creative services, owned media, direct marketing, earned media and events, and research. The estimated budget HAHN provided for these services was $820,000."
The City Commission is falling victim to this same rope-a-dope strategy time and again; pay handsomely for a plan or strategy, then pay even more dearly to have that plan "implemented."
The City of Brownsville now faces the daunting task of putting the new logo on stationary, ball point pens, baseball caps and even the city's fire trucks. Expensive, indeed! And, to think, the taxpayers didn't even want it!