I Love Regina: Creating a Visionary Public Organization

i_love_regina_logoI disagree with anyone who says Pat Fiacco wasn’t anything short of an outstanding mayor of Regina. On Twitter I heard a lot of grumbling about him not being around and traveling all over the place. As with any opinion from illogical people (people I don’t agree with), I’m sure a lot of that is fabricated.

The reason I think Mayor Pat did one hell of a job is because he simplified the brand of a city for us. How does the saying go? The devil’s in the details? How many people actually looked into what Mayor Pat did on a day to day? 5% of the population?  I think even that’s generous. We don’t have time to check everything his office does, that’s why you have elected officials, you should be able to trust them to do their job. Most of us won’t admit it, but we don’t care about the details.

Pat gave Regina a vision, something to hold on to, a core message that you may disagree with at first, but after a while it gets you. The I love Regina campaign is a great case study on a brand. Before Pat came into office I don’t really remember what the mayor did. It was Archer I believe and for the life of me I can’t blame him for anything good or bad. A brand isn’t what you tell people to believe, it’s what your actions lead people to believe.

For Mayor Pat he gave us a line, a slogan, three words that sunk in. The reason it worked I think are three fold.

1.  It was simple. Three words, that it, the less you can use to get your point across the better.

2.  It was polarizing. You either loved it or hated it. The people who loved it though had more to talk about, it became the cool thing to wear the t-shirts and stickers. At the time he came up with it we were still that have-not city in a have-not province. What in the hell was there to love? The minus 50 winters? The potholed roads? The lackluster football team? This is exactly why we fell in love with Regina, because it doesn’t matter what happens to Regina, the people will always be the best.

3.  There was a story behind it (or multiple ones). Once you had the I love Regina shirt you couldn’t help but tell people about why you love Regina. Was it the people? The parks? Businesses? All around it made us all appreciate the stories we’re creating here.

I Love Regina logo

To all the pundits out there accusing him for only focusing on the stadium and on boxing trips, try, for a moment to realize what he did for our city, there is no such thing as a perfect leader, all we ask is that they’re visionary in what they do. He instilled pride which is a precious gift we should all be thanking him for.

I couldn’t have asked for a better Mayor over the years and I just found out that he will be the new CEO of Tourism Saskatchewan, an organization long over due for an overhaul. Mayor Pat, you are a visionary who I look up to and I look forward to what you can do for our province.

3 replies
  1. Lindsey Isaak
    Lindsey Isaak says:

    Not to pile on, but I really just want to pile on. To quote Bob:

    You can’t spell (“their” vs. “there”)…
    You should just “trust [politicians] to do their job” (sic).

    I re-read the whole thing, searching for a misuse of their or there, and couldn’t find one. “Their” is the correct usage in that quote, and I assume that was what the (sic) was for. Unless he was upset about the missing ‘s’ on job, which would just be nitpicking.

    On a more serious note, picking apart the grammar of a guy who can’t even spell his own name right is just a pointless endeavor.

    God bless,


  2. jephmaystruck
    jephmaystruck says:

    Well Bob,

    1. I think the saying goes “if you feel like you’re losing in the argument, pick apart their grammar, that’s the smart thing to do”. My apologies for the error.
    2. My arguments are flimsy? I admitted this, of course they’re flimsy, I don’t have time to look into everything my municipal government does, I did not research this in depth whatsoever.
    3. You’re the precise person I’m talking about in the post. Has too much time on their hands, cares too much about politics and is still in the minority. I’m not arguing he was perfect, I’m arguing he had a vision.
    4. The second point I make was that it’s polarizing, so this makes a lot of sense that we completely disagree on this topic but you had to make it personal referencing my high school social studies class and lack of education.
    5. Bob if you’re banking on your knowledge of how society thinks about politics from public education, you my friend have already lost and I feel bad for you.
    6. Obviously people liked him, the guy he endorsed for this past election won easily.
    7. The fact that I was too young to remember our last mayor isn’t a strong argument, you didn’t even share what you remember he did. Obviously you don’t remember either. I rest my case.
    8. By the end of your comment you make a straw-man argument about my credentials and claiming I am a wannabe branding expert. I never claimed to be a branding expert, got that point right my friend, I’m definitely no expert. Branding only works on cattle. No one cares about brand anymore, what they care about are results, and everyone in the city remembers the “I Love Regina” campaign.

    You have an agenda to get across and that’s fine, so do I. Sometimes I have to be the jackass whisperer on here. For future reference, you can disagree with someone without trying to make it personal, that’s good conflict. Making fun of a mans mustache is just plain wrong. You’re a sick, sick man.

    Hey Bob, thanks for reading though.


  3. Bob
    Bob says:


    Not sure how I came across this piece, but you should learn how to write. You can’t spell (“their” vs. “there”), your grammar is horrible, and your reasoning is flimsy (“We don’t have time to check everything his office does, that’s why you have elected officials, you should be able to trust them to do their job.”). You are supposed to be a professional consultant, right? While Mayor Fiacco did some good things, you come across like a desperate consultant hoping for work from him in his new job.

    If you don’t believe something, you just say it was “fabricated”, while admitting that you’re too lazy to actually look into the facts, whatever they might be. You seem to believe that in a democracy, people shouldn’t care about issues. You should just “trust [politicians] to do their job” (sic). Really? Maybe in Eastern Lower Slobobia, but not in Canada. Did you ever take a social studies course in school?

    You state that you can’t remember what the previous mayor did. Could that be because you were still reading Archie comics at the time? Do you really think that your comments are weighty? They read like a first-year business student’s essay – one that might garner a C+.

    Finally, your brand seems to be your moustache and your over-reliance on your personality. Based on your website and your social media presence, it’s very unclear why you think you possess branding expertise. What major branding projects have you led? You might want to give that some thought.

    Good luck in the future,


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