Sudbury

Businesses impartial to Sudbury 'resourceful' slogan

There's been a lot of talk this week about a new marketing slogan proposed by Sudbury's economic development corporation.
The Resourceful City brand has been put in a holding pattern, after city council was cool to the proposed rebranding. (CBC)

There's been a lot of talk this week about a new marketing slogan proposed by Sudbury's economic development corporation.

The proposed catchphrase "Canada's Resourceful City” has divided opinion among local business people.

The slogan is meant as a way to promote Sudbury to new investors and to attract more business.

Andrew Kostiuk, a designer based in Sudbury, said he worries the word “resourceful” is slightly regressive.

"We want to grow out as a city and get out of that typical mindset that we are just mining,” said Kostik, who’s been involved with a number of business start ups, including a new gaming company.

“There's more to it than that. There [are] plenty of mine companies, and there's growing [companies] — from tech, health care-related fields, engineering, and arts."

Rebranding 'doesn't come without a cost'

The Resourceful City brand has been put in a holding pattern, after city council was cool to the proposed rebranding.

Some councillors weren't happy about the $75,000 price tag to hire a consultant.

"I'm kind of surprised at what they did, especially the cost of putting that together,” Kostik said.

Debbi Nicholson, from the Sudbury Chamber of Commerce, noted the price isn't that bad.

"I think people have to appreciate that, any time you do this sort of an exercise, it doesn't come without some cost."

Nicholson argued the city needs strong branding to market itself to investors and business people.

"It's very important the city have that kind of brand, because they are going out, provincially, nationally and internationally to attract investment, development, jobs. I don't know that the cost was necessarily exorbitant.”

As for the slogan itself, Nichols said, “I'm sort of neutral. I can't say I absolutely love it, but I don't dislike it either."

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