brand must = substance or there is disconnect

The Detroit News has an article about the rebranding of the University Cultural Center area in Detroit, aka "Cass Corridor" as "Midtown: Where Life is Art." It happens that the current Main Street News has a great article about this, branding the neighborhood in Seattle around Pike Place Market as the "West Edge" neighborhood, of independent retail and creativity.

I am trying to find the Midtown logo online and I am unsuccessful at the designer's website as well as the University Cultural Center Association, which sponsors the campaign. Hmm. In looking I found this discussion of the logo:

"It's a great time in Detroit..." "Automation Alley" "Tech Town" "New Amsterdam" "Cool Cities..." Blah...blah...fu**'n blah. Why don't we quit trying to brand crap and try and make it a place that people want to live. Trust me, nobody cares about a regional, neighborhood, or community slogan or brand when they don't have a grocery store, are placed on hold for 20 minutes on 911, pay 3x insurance costs, pay additional taxes, and get no city services. I would like to brand it: "A neighborhood that has all of your life-sustaining needs, fair insurance prices, get what you pay for in regards to taxes, solid schools for your kids, and public servants that do their job..." That is a hell of a lot more effective that some of the other blather that we as a city, region, and state have tried to sell the rest of the world. (From AtDetroit.net)

It's easier to sell sizzle when you already have steak.