Newspaper article Sunshine Coast Daily (Maroochydore, Australia)

Coast's Brand Up for Debate

Newspaper article Sunshine Coast Daily (Maroochydore, Australia)

Coast's Brand Up for Debate

Article excerpt

Byline: ALAN LANDER

IDENTITY problems have emerged with the Sunshine Coast council's branding image.

An early report based on a $60,000 community consultation study has produced a short summary that is proposed to be presented to Fresh PR, the company charged with developing the amalgamated council's new "brand".

In what was described as the standard means of communicating instructions to Fresh PR, two short paragraphs were prepared.

The summary said, in part, "Sunshine Coast council has a genuine desire to provide stakeholders with a sense of security about the future, to engage them in honest and open relationships and to deliver a dependable, quality service".

But division 9 councillor Vivien Griffin took exception to the statement, saying nowhere did it identify the vision statement of the new council, in particular highlighting its commitment to national leadership in sustainability.

"I have to say, looking at the words coming back, I am no marketing expert but it does not express the promise we made to the community," she said. …

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