This came from a paper approved at yesterday's budget committee:
Develop a London Brand
The long term goal for the sponsorship function, particularly in the lead up to the 2012 Games, is to develop a consolidated London brand, in which all of the GLA group are stakeholders, similar in scale to the New York brand example.
Let's hope the result is better than the recent 2012 effort and that it is the product of a genuine consultation rather than the choice of the usual suspects.
Does the GLA need a brand?
What should it look like?