Tourism branding

resident concerned about the City of Vernon's new slogan

Regarding Richard Rolke’s July 22 Activate teamwork column, Vernon’s silly “Activate Life” campaign is just the latest example of obsessive branding disorder that won’t bring one additional tourist to town.

Sloganeering and branding, cousins to the whole mission statement claptrap, have been criticized, rightly so, as stating the bleeding obvious.

When I worked for Employment and Immigration Canada (those experts at meaningless sloganeering and branding), they came up with “EIC: Where People Matter,” which we, in the interests of accuracy,  changed to “EIC: Where People Mutter.”

I’m betting the branding consultant who came up with “Activate Life” was also responsible for the puzzling and short-lived Welcome Greater Vernon signs at the entrances to town.

Don Rollins