County ponders new ‘branding’

By FRITZ MAYER

MONTICELLO, NY — David Fanslau, the new county manager, wants to brand Sullivan County. According to Wikipedia, an online font of information, “a brand is a collection of images and ideas representing an economic producer; more specifically, it refers to the concrete symbols such as a name, logo, slogan, and design scheme.”

At a meeting of the planning department at the government center on November 2, Fanslau told lawmakers the county should develop a branding strategy that could tie together the messages of the various agencies that reach out to the public, such as the Sullivan County Visitors Association, the Sullivan County Chamber of Commerce and the Partnership for Economic Development. The branding elements would be incorporated to the various publications put out by the agencies, such as the “Travel Guide” and the “Relocation Guide.” Fanslau foresees that the branding elements would not only be used by government agencies, but might also be picked up by private companies and non-profit organizations in the county.

Fanlsau said the brand might include a logo and a short, catchy saying that tells would-be visitors “what is our essence.”

Legislator Leni Binder said creating a new brand is a good idea. She added that the county created one some years back¾Fresh air, fresh water, fresh ideas¾but none of the agencies ever used it.

Legislator Kathy LaBuda agreed that it was a “great idea.” She said, “All the county organizations need to be more under one umbrella.”

Dr. Bill Pammer, the planning commissioner, said his staff has come up with a few examples of what a branding slogan might say:

Sullivan County

· Unique by Nature

· A Short Trip. A Lasting Impression

· Adventure and Beauty Within Reach

· Beauty Made Fresh Daily

· Comfortably North of New York