Residents, business owners and members of city staff were in attendance to a special presentation in council chambers on Tuesday with Gair Maxwell – an international branding expert who discussed techniques, strategies, and ways to make the most of your brand – which in this case – was the City of Moose Jaw.

Taking those in attendance on a 'Metaphorical Road Trip', Maxwell talked about the impact internet celebrities, the band KISS, and a small car dealership in Atlantic Canada have all made in their respective areas, just by 'thinking outside of the box'.

Moose Jaw Chamber of Commerce CEO Rob Clark was one of just over 50 people who came to watch the presentation. He said its time Moose Jaw gets with the times;

"Step out of your comfort zone and make things happen and do things. If they're a little bit foolish or crazy, then whatever. You know what – we have a great community, let's build on it, let's bring industry here, tourism here. We've been sitting stagnant for years, its time to grow grow grow."

One of the many stories Maxwell told - which involved the Atlantic Canada car dealership - discussed the evolution of the dealers brand after the owner labeled himself 'Canada's’ Most Huggable Car Dealer'. Since then, Owner Jim Gilberts business has exploded in popularity, products, and sales.

Yvette Moore was another prominent member of the public who attended the event. She said Moose Jaw's colourful history and characters could play a lot in the cities re-branding efforts;

"He kept bringing up 'telling stories' and I think that's really critical about Moose Jaw because we are a city that has a lot of neat stories, stories that need to be told, stories that have been told. Stories about the everyday people or people of the past. There are some very unique features to this city."

Moose Jaw has spent around $94,000 on branding and strategic planning in the past. Moose Jaw City Clerks Solicitor – Myron Gulka-Tiechko - said the city has been looking at branding the wrong way;

"The presentation really focused on the fact that you don't have to be rich or famous or have a huge resource base, you just have to dream big and go for it. [We need to] build on our uniqueness and connect with the outside world. It's an internet world we live in and we can connect with anyone, anywhere on the planet."

Often referring to Wayne Gretzky, Maxwell says the city needs to look at his mindset and apply it to ourselves; "Skate to where the puck is going, not where it has been".