Brought to you by the authors of the Cleveland+ campaign…the CVB is now Positively Cleveland.

Is our insecurity and lack of identity in this City at such a low that we must resort to campaigns of this calibre? Are we, as ambassadors of Cleveland, supposed to rally around this mess? From “Believe in Cleveland” to “Cleveland Plus” to “Positively Cleveland”, we continue to invest millions to inundate Clevelanders and the world with messages void of meaning, delivered through graphic masturbation. This is an absolute embarrassment to those who call Cleveland home. Until our leaders and those who market our fine city realize that Cleveland deserves better, we will continue to be a third rate destination. Do we really expect youth to stay or businesses to consider locating in Cleveland when our own branding efforts are so amateurish and weak?

When will we get it right? I’d start by engaging Cleveland’s most critical ambassadors — those who reside here, value the culture, and are passionate about what this city offers. This is where the brand lives and breathes; not on some poorly concocted banner, billboard or website that appears to have been created by amateurs. Next, I’d engage the wealth of amazingly talented brand strategists, designers and visionaries in this town who get it — those skilled at getting to the core of what drives emotion and brand loyalty. It does not mean assembling an exclusive group of those dazzled by politics or silenced by committees. Collaboration works. Committees don’t.

Here’s one thing I am positive of: Cleveland is about being raw, real, and even unadorned. This doesn’t mean a brand platform must be void of design sophistication, elegance and appropriateness. Apparently those at the helm feel otherwise. What I get from this new “campaign” is that Cleveland has an inferiority complex. I don’t hear Chicago begging stakeholders to “Believe in Chicago.” Believe me — They already do.

Please stop trying so hard. Instead, how about being genuine and authentic, as any strong brand should be. Otherwise, it will continue to be positively painful.