City Seeks 'Brand' Identity

"It has some staggeringly beautiful water-view property. A world-class rhododendron and bonsai garden. A symphony, a resident theater group and a major amusement park. But pity this poor city: It doesn't have an identity. City officials want very badly to change that, so much so that they've paid a consultant $90,000 to help 'brand' the 'burb with an identity -- something that will resonate around the region, something that will stretch people's imaginations beyond 'strip mall.'"