So, his presentation is called "The Branding Highway". He is a gifted motivational speaker by the name of Gair Maxwell. Our mayor has seen him in action and wants locals to see and hear. Maxwell will be in Moose Jaw next week.
I'm assuming we'll find out how we can expand on what we've already got. I believe "The Friendly City" is a great nickname and "Surprisingly Unexpected" is a pretty good slogan. I don't think we need to change.
I'll point to Saskatchewan Polytechnic. That's the relatively new brand for what was SIAST - The Saskatchewan Institute of Applied Science & Technology and before that it was STI - Saskatchewan Technical Institute. What was wrong with the original name? Nothing. The changes are made by people who want to leave their mark - egotistical people who think they're leaving a legacy. In the end, the taxpayer foots the bill for the new signs, the new logos and the new letterhead.
I believe the City of Moose Jaw has a lot of good things going on and I love our nickname and our slogan. Time will tell what what happens in the wake of "The Branding Highway" presentation but if someone proposes anything more than expanding and improving our brand, I'll predict backlash.