Dakota County Library: not just for microfiche any more.

Our library paid somebody to come up with a slogan, and now they're putting it all over everything: "Dakota County Library: Come to Know." As far as I'm concerned, the only slogan they needed was, "Dakota Country Library: we're the library that's in Dakota County," or possibly if they wanted to get fancy, "Dakota County Library: books you already paid for."

I am already skeptical that there's any value in most kinds of marketing/branding people seem to take for granted. I don't believe it's automatically worthless or automatically morally suspect--the best of advertising brings people to realize that there is something they actually do want or need, possibly at a better price than they had hoped to pay. But really, how will the library benefit from having the slogan, "Come to know"? It's not like it sparks a million ideas about programs and groups they could host at the library. Mostly at my house it prompts snarky remarks about coming to no good. Do they hope that this will make people think, "Oh yes, we must continue to fund the libraries at previous levels or higher, they're where we come to know things!" Or alternately, "Oh yes, we must continue to fund the libraries at previous levels or higher, they have such a nice slogan!"

Can anybody tell me why this is not a stupid waste of time and money?