IT IS now seven years since the slogan, "We're up and going", was produced with the intention of marketing Manchester to the world. Dissenters calling themselves the McEnroe Group declared that the £2.5m Marketing Manchester organisation "could not be serious" and demanded a rethink.

The phrase was "dull, mediocre and worthy of a cycling proficiency badge" claimed the group, which included influential individuals like property developer Tom Bloxham and TV personality Tony Wilson.

Marketing Manchester went on to change its strategy and the rest, as they say, is history.

Now, another McEnroe Group member, Peter Saville, has been hired by the city council to serve as creative director of an initiative which will again attempt to find a suitable brand for Manchester.

The Factory Records co-founder, who produced distinctive looks for the work of Manchester bands Joy Division and New Order, has won a contract from the council's marketing co-ordination unit.

Funded by city council money, the unit keeps an open dialogue with other groups interested in furthering the city's cause.

"Manchester has no longer got to compete with Liverpool and Sheffield," says Saville, who comes from Hale. "It has got to compete with Bilbao, Barcelona, Lille and San Diego."

Janine Watson

Council spokesman Janine Watson, herself a member of the McEnroe Group, says: "The city is still edgy, bright and vibrant.

"We need something to encapsulate that, be it a logo, a colour, a headline or a song.

"Peter Saville is the perfect person to drive that creative process."

Terry Christian is the pop personality and music fan who formerly presented Channel 4's The Word.

Currently presenting a Manchester music show on BBC GMR, he says brand Manchester should say something about the city's attitude. Sticking two fingers up, he says: "This should represent brand Manchester. This city has always been famous for its attitude."

Virgin radio host Pete Mitchell has long championed this city's cause on the nation's airwaves.

He says that Manchester has now moved a long way from the minimalist industrial style of Peter Saville's early work for Factory Records.

He adds: "I think we need to emphasise the fact that Manchester is more Manchester United than it is Coronation Street: a bit more chic and stylish. It suffers a little bit from that overhanging reputation for cobbles and cloth caps.

"People don't know that it is actually one of the most cosmopolitan cities in the world.

"Whatever Peter Saville does, it needs to include more colour. It also needs to emphasise Manchester's rich musical heritage."

Manchester Chamber

Angie Robinson is chief executive of Manchester Chamber. She says: "The development of a new brand image for Manchester is an exciting prospect, and I can't think of anyone better to take the challenge than Peter Saville.

"I'm sure he will apply the same sensibility with which he approached his projects with the likes of Stella McCartney and New Order to present Manchester as a dynamic, entrepreneurial, fast-moving and vibrant place in which to do business."

Carol Ainscow is often credited with kick-starting the resurgence of Manchester's affluent gay village.

The woman behind the Manto bar concept now heads the successful Artisan Holdings, a property development company renowned for its innovative designs and careful refurbishment of many city centre developments.

She says: "Branding a product should be relatively easy, in theory - from cola drinks to football teams the brand is what makes that product distinctive from the rest, the unique identifier that makes you know that you're buying `the real thing'.

"However, to brand a place is, in my opinion, an entirely different exercise.

"Manchester is Manchester for many and varied reasons. Its people have a humour and warmth they share with strangers, their pride and passion for sport - particularly football! - is second to none, their innovation, creativity and tolerance have often led the way and their sense of style, love of music and fashion is rarely equalled.

Willingness

"I'm not sure if I would, or could, give the city a single brand - I like Manchester for its ability to change and its willingness to embrace new ideas. It's a city that pursues its dreams and we all work together to achieve them - in fact, I think that's what makes it special and I'm not sure you can label it!"

Coun Pat Karney is city centre spokesman and part of Marketing Manchester, the group which has hired Peter Saville to create a brand image.

He says: "The main thing is to brand Manchester as an international city. This isn't art for art's sake. We are a global economy and the main aim is to bring jobs to the city. We want to see real benefits.

"I think brand Manchester needs to emphasise that this is an entrepreneurial city with some of the best people in the universe.

"Finally, it needs to say that we want to do business with people."David Bell is managing director Manchester advertising agency CheethamBellJWT.

He says: "My views would be that we should sell Manchester on its differences.

With globalisation turning Market Street into a clone of every other High Street in Britain - M&S, WH Smith, HMV, Boots, etc - and Upper King Street having the same shops as London, Paris and Milan, shopping wouldn't be the key reason to come.

"I'd lead with the stunning architecture of Urbis, the Lowry and the Imperial War Museum to draw the weekend visitor from abroad or the south."

Veteran broadcaster Stuart Hall believes that Manchester is "a knockout".

He says: "The image that would best represent Manchester would be a smiling face underneath an umbrella.

"Despite the weather, Manchester is the place to be. Sydney has the harbour and the Opera House and the Hunter Valley, but the important thing is that we have a friendly smile for everyone. We should also celebrate the city's Victorian architectural heritage. The town hall is the jewel in the crown. It's Romanesque, it's gothic and it's fabulous. We should build on that reputation."

Agraman

Agraman is the host and compere of the weekly comedy nights at The Buzz Club, a venue within the Southern Pub, in Nell Lane, Chorlton.

He says that Manchester's strength lies in the warm-natured personalities of its people, rather than its buildings. "My brand for Manchester would emphasise the friendliness of the people. The city is vibrant and wet, and obviously the people have a good sense of humour. The city is able to laugh at itself. That is what sets Manchester apart from London, which also has nice buildings but is nowhere near as friendly."

Alistair Sim is managing director of Love, the advertising and design agency which helped publicise Manchester's Commonwealth Games.

He says that the city's rich vein of creative talent should be incorporated into any branding initiative.

"Whether it be music, sport or even building the first computer, Manchester has always been a creative powerhouse. It is fitting that someone like Peter Saville, with great vision, has been chosen to create a brand for Manchester."

Ray Makin is the chairman of the Manchester Civic Society and a dissenting voice on the issue of branding the city.

He says: "Why does it need branding? It's a great place that is known worldwide for a variety of reasons. To try and pick a bit out and say: `We'll make it that' is belittling.

"I have walked down streets in Thailand with my wife and people have heard our accents and said, `Are you from Manchester? Have you heard of David Beckham?'

"In another country, people will know Manchester as Cottonopolis. Manchester means different things to different people. It's going to become trite if somebody is going to plug us into the thing they see as important. If we are going to brand at all, maybe we should concentrate on its diversity."

Peter Saville gives a talk and slide show on his work at Urbis at 7.30pm on March 24. Ring 0161 605 8200 for more information.

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