Taking a Tip From Madison Avenue, Towns Buy Into Branding

Consider Disney, she said.

"When you're at Disney, everything is Disney. They've branded the whole experience -- the rides, the hotels. You're living in a Disney world. It's managed throughout the entirety of the whole visit," Page said. Local towns and cities don't necessarily aspire to Disney-style brand ubiquity -- a revulsion to some. But a sharp slogan can solidify the identity of a community that's experiencing the growing pains of rapid development and an influx of new residents.

This was the thinking behind creation of Leesburg's "Discover the Charm" slogan, said Marantha Edwards, the city's marketing and tourism manager. Leesburg paid Virginia-based Mann Marketing Inc. $50,000 to create its brand identity in 2002.

"Loudoun [County] is such a rapidly growing area that many folks living here don't realize what their own community has to offer," Edwards said. "There's so much going on in the Washington metro market, and people are so busy. We wanted something action-oriented, and something that would say: Leesburg is a cool place. Come discover it."

If active verbs are in, superlative boasting (as in friendliest, greatest, most charming) is now passe. For example, Fredericksburg used to call itself "America's Most Historic City," but Holder said that line of promotion can discourage visitors from Philadelphia, Boston or other cities with a legitimate claim at such a distinction.

"The believability factor is crucial," Holder said.

Fredericksburg, Baltimore and other cities in the region have spent large sums to hire Longwoods International, a market research firm in Toronto that provides customized data on consumer tastes and spending habits. That information is then used by advertising agencies to create slogans and logos, the building blocks of brand identity. But if many residents don't like a city's slogan, it can become a symbol of civic embarrassment.

Baltimore spent $500,000 on its rebranding campaign and unveiled its new slogan, "Get in on it," in May. It's been savaged by local bloggers ever since. "Elementary school kids could've come up with this slogan for free," mocked http://www.mdpoliticsnow.com/ .

That's one reason some towns in the region are loath to spend thousands of dollars on hired image-makers. "Everyone's so anxious to farm out branding and slogans to professionals," said Neil Greenberg, Rockville communications director. "But they don't always come up with the best ideas."

Greenberg and his team have been trying for two years to come up with a slogan to put on Rockville license plate holders. But it's tough, he said.

"Can you be edgy, make your point and say something -- all in five words?" Greenberg asked.

"If you find the right slogan, it gives you an identity to put on everything. People would drive around and see it on police cars, trash trucks, every shirt that city employees wear."

The latest slogan under consideration is "Living Well: The Rockville Way," Greenberg said, adding that he's always on the lookout for new proposals.