I'm taking the high road and refusing to take cheap shots at this: "City tourism officials hope to come up with a catchy, evocative brand to attract more visitors to the region." Come up with a brand. I guess that means we don't have one. How will we know when we do?
I think by "brand" they mean something more than a slogan (my favorite: "Charlotte: A great place to live, but I wouldn't want to visit there.") Am I the only one who thinks that hiring someone from California to "design our brand" is so Charlotte? (How about: "Charlotte: Hiring Californians to brand us!") I guess the nice thing about a brand is that those of us who live here can ignore it.