Laserfiche WebLink
0 <br />Worksession Item. <br />CITY OF NEW BRRIGHTON <br />COMMUNITY DEVELOPMENT DEPARTMENT <br />MEMORANDUM <br />DATE: April 23, 2010 <br />TO: Dean Lotter, City Manager <br />FROM: Grant Fernelius, Community Development Director � <br />SUBJECT: April 27th Work Session on NWQ Rebranding <br />At the April 6th work session, the Council listened to a presentation by the Risdall <br />Marketing Group (RMG) on rebranding concepts for the Northwest Quadrant. As you <br />know, RMG has prepared three concept names (Newgate, Infinity and Larkspur <br />Crossing). Each of the concepts also included a marketing tagline and logo. <br />The Council discussed the concepts, but could not reach consensus on a specific <br />name. The general feeling was that Council wanted more time to evaluate the names <br />and discuss the issue on Tuesday night. In anticipation of the discussion, staff posed a <br />• <br />series of questions to RMG (see below). <br />Question: It seems like there isn't a strong reaction for any particular concept. Is this <br />typical in your experience working with other clients? Are there other experiences you <br />can share with the Council to help them decide? Is there a decision-making process <br />that could be used? <br />Response: It is not unusual in situations where decisions must be made by a <br />committee. Often times, the client is so focused on the product (in this case, the <br />NWQ) that they neglect to think about their audience over their own personal <br />opinion. When judging the names, you should look back at the strategy— tone, <br />personality, positioning, etc.—to remind yourself of what needs to be conveyed <br />with the name. At the same time, don't exclude or ignore your gut feeling. <br />Question: Perhaps people are responding because the names lack a more direct <br />connection to New Brighton. While some of the names (Newgate, Infinity on Eight) <br />attempt to incorporate a local connection, maybe it's not as strong. Could this be <br />addressed? <br />Response: The names present a more subtle connection to New Brighton. <br />When speaking with developers, we've found that the name isn't the key selling <br />• point. Their main concerns are amenities and things like location, access, <br />