On 07/26/2021, the City of Appleton Finance Committee voted to recommend for approval the $500,000 excess general fund allocation to cover a city brand study and the implementation of that rebranding.
Some residents have had questions and/or concerns about a city rebranding and the associated costs. I already posted Alderperson Katie Van Zeeland’s (District 5) response to my questions asking what the metrics would be for determining the economic success of a city rebranding.
Mayor Woodford also weighed in, and this is what he had to say:
Thank you for your questions. As you know, the brand study project was initiated as the result of a Resolution from the Council. While the Resolution did not specify metrics to be tracked, my expectation in carrying out the study and implementation will be that we track against performance indicators developed in the course of the study to measure the success of the initiative. Those results will be reported to the Council at their request.
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