The Knightdale town council thinks people don’t understand how great the town is. Their answer? To spend $90,000 on a marketing/branding campaign, according to town spokesman Brian Bowman.

With the right mix of a meaningful message, memorable logo, and strategic sign placements, Knightdale hopes to jump start interest in this eastern Wake town and become the next place to be in the Triangle.

“It’s going to help us market ourselves more effectively,” Bowman said.

Local government plays an essential role in delivering services such as police and fire. A branding campaign is, in my view, a want — not a need.