BOARD COMMENTS

Rebranding Discussion from 11-10-21

Jergensen

The topic of rebranding came up in the Discover board meeting and I am not saying I am against rebranding, just that this board should be aware of what is being discussed. Jorge and his team presented to their board that they are looking at a rebranding that would affect all of us. We rebranded six years ago and brought all the agencies on board; I am not sure if now is the time to rebrand as we come out of a recession and money is tight. So, I wanted to bring this to you for discussion. Nick has a presentation and then we can discuss.

Dufresne

I agree with you with the exception of the County logo. It is the most hideous logo we have.

Jergensen

But that is the County. The County Commission would have to look at that if they chose to.

Hostettler

I don’t think there is anything wrong with looking at a rebranding initiative. I don’t think we are interested in spending money on it right now, but if we haven’t looked at this since 2013, the world has changed a lot since then. I think you need to look no further than Pure Michigan where they are very brand consistent and then you go to our page where you have seven different logos here that have absolutely nothing to do with each other. I’m not exactly sure that supports one brand. I am a huge believer in continually updating the brand.

Mostad

I agree with Daniel, without question it is time. It is this board’s responsibility to look at this. In this day and age where most things are digital the concept of brand transition now cost implications would be 10 – 20% of what it would have been. I can’t support taking the expertise of our marketing team and putting a restraint on them and I don’t think the costs would be significant.

Parks

I just want to clarify; we have a brand campaign which changes about every two years. Our brand identity is our colors, our type face, and our logo. Nick gives his presentation and lays out a plan to provide consistent branding throughout the agencies and suggests all agencies sit down together to develop a new brand.

Elderd

This is a delicate matter for us because we participated in the development of Discover the Palm Beaches and created a TV channel of over 40 shows, some of which would be impossible to change, such as Discover the Palm Beaches with Burt Wolf. Burt Wolf is now doing the eighth episode. The seven previous episodes are already on PBS and are rebroadcast each year and in fact have been rebroadcast 15,000 times, all of them under the heading of Discover the Palm Beaches. Taking away Discover the Palm Beaches would be cost prohibitive.