Melbourne CouncilNot often do I find myself caught in a debate on a case of ’should they or shouldn’t they’ spend money on branding or marketing.

Having read the Herald Sun on Thursday, I have to say, I can’t help myself!

It is one of those times where quite frankly, I can’t keep my mouth shut. I am disgusted and downright appalled that the Melbourne City Council that we voted in so frivolously a) spent $240,000 on a logo; and b) spent it with a US company so profits (and there are big profits in a job like this) go offshore.

Is there no company in Victoria good enough to do your logo identity Melbourne City Council? No up and coming students, who would no doubt happily do it for their portfolio for FREE that you would give an opportunity of a lifetime to? Is there no internationally award winning branding experts in Melbourne in your directory?

In this day and age, when the Government is trying in earnest to generate local spending to keep our retailers and businesses alive (and of course a few pokie operators) Melbourne City Council quite clearly has not thought twice about spending a few hundred thousand dollars on a logo that sucks (yes, I have not used this word since I was 14 years of age – but have you seen the new logo?) with a US company.

Whilst I own two marketing companies, not for a second do I think I should be in the running to do this job, but I am happy to sell the praises of my branding counterparts in competitive companies that are as talented as any agency you will find in the world. In addition, in case the Melbourne City Council were not aware, Melbourne is widely recognised as having the best branding experts in Australia, who win international awards regularly and are continually commissioned by yes, US companies, to do their branding work.

And… Melbourne City Council… I agree wholeheartedly with the comments made by the journalist who wrote the story, Matt Johnston, who has slammed the Council in his article and given many good reasons why spending this sort of money is just not on. Feed the homeless, clean up the graffiti or help fight crime – are just some suggestions that were featured in the article.

Who agreed to this type of expenditure anyway? They need to be sacked? Not only are they not in touch with their local community, they have no clue on the current economic climate and its effects on Australians who are in hardship.

Do they know families are losing their homes – not able to afford to feed their children let alone pay school fees? Whilst the Melbourne City Council sits in their Ivory Tower maybe a reality check is required.

A new Council please! We need people who represent our best interests – not clueless, money spending bureaucrats who have cushy jobs and happily spend almost a quarter of a million dollars on a logo. Now I wonder how much the US company who won the cushy gig will be paid to roll out this campaign?

All I can say is SHAME ON YOU!

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Mellissah Smith

Mellissah Smith is a marketing expert with more than 20 years experience. Having founded and built two successful marketing companies internationally, she is well recognized as a industry thought leader and innovator. Mellissah started her career working with technology and professional services firms, primarily in marketing, public relations and investor relations, positioning a number of successful companies to list on the various Stock Exchanges around the world. She is a writer, technology developer and entrepreneur who shares her thoughts and experiences through blogs and written articles published in various media outlets. Brag sheet: #2 marketer to follow on Twitter (2003), Top 150 Marketers to Follow (2015), Top 10 innovative marketers (2014), 60K+ followers on Twitter with 97% authentic.

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