Warn­ing on new Subi brand­ing

Western Suburbs Weekly - - Quick News - By ROSANNA CAN­DLER

COUN­CIL­LORS have warned that launch­ing a new brand pro­mot­ing Su­bi­aco as a vi­brant desti­na­tion would be “putting the horse be­fore the cart” at a meet­ing last week.

Al­though the coun­cil later unan­i­mously ap­proved the re­port to en­dorse the new ‘See Su­bi­aco’ brand and en­cour­age busi­nesses to use it in their own pro­mo­tions, Cr Julie Mathe- son said she was con­cerned that the word­ing might send the wrong mes­sage.

“I won­der if the right or­der is that you cre­ate vi­brancy and then you cre­ate the brand?” Cr Mathe­son said.

“I’m hes­i­tant about cre­at­ing a brand with­out the sub­stance and the per­son­al­ity; it’s too early to go out with this.”

The City of Su­bi­aco re­cently ap­pointed Perth ad­ver­tis­ing agency The Hub to work with lo­cal busi­ness rep­re­sen­ta­tives from the Su­bi­aco Town Cen­tre Net­work and de­velop the new brand iden­tity.

Cr Mark Burns said the ‘See Su­bi­aco’ brand­ing was in dan­ger of re­peat­ing past mar­ket­ing mis­takes.

“Visit Su­bi­aco was a disas­ter be­cause it told peo­ple what to do,” he said. “We are ex­ag­ger­at­ing what we are, and ex­ag­ger­at­ing in mar­ket­ing is very dan­ger­ous. ‘Visit Vi­brant’? We know right now that we are not vi­brant. We’re get­ting there, but not yet.”

Su­bi­aco chief ex­ec­u­tive Don Bur­nett said there would be neg­a­tive ram­i­fi­ca­tions if coun­cil­lors re­jected the item.

“The first thing we would have to do is go into dam­age con­trol with the me­dia for not adopt­ing a brand,” he said.

“This has gone through the Su­bia- co Town Cen­tre Net­work and there are quite pos­i­tive vibes out there. We could show some lead­er­ship on this one.”

Cr Lynley Hewett said she sup­ported the new brand­ing.

“We have a busi­ness net­work and CEO that have done a lot of work on this,” she said.

“Are we go­ing to kneecap them on day one? Sup­port it, give them a hand and en­cour­age busi­ness.”

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