Hastings: it’s near Napier*

brand-1-smHot on the heels of the phenomenally popular town slogan competition currently running on StopPress and a virtual cornucopia of new town branding initiatives springing up around the country comes word that another local authority is attempting a rebrand.

And they’re asking the chattering classes to help sort the wheat from the chaff.

The Hastings District Council received five submissions from local companies for their new town brand and narrowed it down to two finalists (one’s a fruit bowl and the other’s a plant in bloom).

We are encouraging as much feedback as possible. Both positive and negative comments are welcomed! This is a fantastic opportunity for you to tell us your thoughts and feelings about the submissions.

Maybe the other options weren’t much chop, but one of the final selections is missing an apostrophe. Pedants rejoice! The mayor says it will be corrected to read Hawke’s Bay, however.


The new brand replaces ‘Hastings – Salt of the Earth’, which, the Dominion Post reports, was developed by an Auckland firm in 2007  for $39,000 but was rejected by the public and the council.

Perhaps the Hastings District Council should’ve looked to StopPress readers for some inspiration first.

What do you think? Is public consultation the best way to choose an appropriate brand? Is ‘Heart of Hawke’s Bay a “compelling identity”? And do these rebranding initiatives actually work?

*One of our many entertaining sloganic entries.

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