Milwaukee, museum searching for a somewhat clever, probably annoying "brand identity"
Still reeling from the hordes of tourists drawn in by the Bronze Fonz, Milwaukee is desperately in search of a new identity. The Journal Sentinel recently confirmed that a special task force is being created in order to establish a “brand identity” for our beloved, apparently brandless city. Claiming that people unfamiliar with the Midwest often confuse Milwaukee for Minneapolis, the group will attempt to come up with a snappy theme or logo designed to attract out-of-town conventions and businesses. We guess the bronzed, grinning visage of a '70s sitcom character just wasn’t enough.
Not to be outdone, the Milwaukee Public Museum has announced a rebranding effort of its own, the JS reports. After a stellar few years that have featured the Titanic, Body Worlds, and Dead Sea Scrolls exhibits, the museum plans to spend $50,000 in hopes of updating its image. No word yet on what permutation of “History Comes Alive!” or “This Ain’t Your Daddy’s Public Museum!” will end up making the final cut.
Milwaukeeans may recall a dust-up from last year involving Wisconsin’s Department of Tourism. A highly touted state theme—“Live Like You Mean It”—was rightly mocked after it was discovered the phrase had been used to promote everything from a Montana lodge to Bacardi rum. On top of that, the accompanying logo looked like it came from a Windows 95 clipart program.
In light of our apparent identity crisis, we put the question to you: does Milwaukee really need a new “brand?” Are these costly efforts doomed to fail? And exactly how much time and money needs to be wasted before someone just ends up using, you know, a picture of the art museum?