Branding gone wrong

Sony Centre for the Performing Arts (CNW Group/Civic Theatres Toronto)

Some competitions make sense. But when they don’t, boy does the community have an opinion about it. The Sony Centre for the Performing Arts; the Toronto Centre for the Arts; and the St. Lawrence Centre for the Arts, currently called Civic Theatres Toronto have opened up a “national public naming competition” − with a “great prize package valued at up to $2,500.00” awarded to whoever comes up with a better name than Civic Theatres Toronto for Civic Theatres Toronto.

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