Central Otago District Council community services manager Anne Pullar said since the board made its decision last month, there had been ''considerable feedback'' from the community, generally on the cost of the proposal.
The matter was discussed again at yesterday's board meeting and Ms Pullar suggested three options - continuing with the plans, amending the project and taking a staged approach, or dropping the proposal.
Board chairman and deputy Central Otago Mayor Neil Gillespie said the community had requested a ''brand'' for Cromwell.
''... some said they would go and do it themselves, if we didn't, but this way we've got a chance to be involved in the process, or to take some leadership and drive it.''
Board member Glen Christiansen said the people in the business community he expected would ''buy in'' to the brand, had not done so.
''If they're not going to embrace it, maybe we should keep the money in the bank at this stage.''
He thought people were not necessarily against the brand but opposed to the expense.
A brand for Cromwell was still warranted, board member Nigel McKinlay said.
The district had grown quickly and a Cromwell brand would complement the district council's World of Difference brand.
However, if there was ''no appetite'' for the board to spend $66,000, perhaps it had pitched its plans at the wrong price level, he said.
A request from the Highlands Motorsport Park was the main catalyst for the discussion.
Board member Gordon Stewart said he could not justify spending so much on a brand.
Mr Gillespie did not believe there was a big groundswell of opposition and said when the World of Difference branding was launched it also generated some opposition.
In his opinion, spending money on the brand was a ''no-brainer'' and would be a sensible and valuable action in the long term.
Central Otago Mayor Tony Lepper said the key players needed to be on board ''otherwise, why would you go through the heartache?''
Ms Pullar said by the end of the first stage of the project - holding workshops to define the unique attributes of the Cromwell area - the board would have more idea of the support for or opposition to the branding.
Either way, the work would not be wasted, as it would be used as part of the Central Otago branding, she said.
The board agreed to review the decision and funding after the first stage, which would cost about $5000.
Council brand manager Shirley Howden said it was vital to have ''head and heart'' commitment to the proposal.
