IFF’s Wayne Hoffman Lights Into Ignite CdA

While strolling the Coeur d’Alene Independence Day parade, I happened upon a float bearing the Lake City Development Corporation’s nom de plume , “ignite cda” (in all lower case letters). LCDC’s rebranding is upsetting as it is embarrassing. A government agency shouldn’t use taxpayer dollars to reinvent itself. The marketing guru behind the name wrote in the Coeur d’Alene Press that the old “Lake City Development Corporation” moniker was too “stuffy,” among other things. But that’s what government agencies are supposed to be. Government agencies aren’t supposed to be “products” hawked by advertising and marketing agencies. Nor should government agencies seek the spotlight, as the Lake City Development Corporation is doing under its new name. Government logos shouldn’t be fixtures in people’s minds the way the Nike swoosh is. Nor should government agencies play cute with their names/ Wayne Hoffman , Idaho Freedom Foundation. More here.

Thoughts?