"As far as $20 million for marketing and advertising, that will definitely have a positive effect that could only be detrimental if the advertising were absolutely botched, which would almost be difficult to do," Steimle wrote.

"Play a word game and fill in the blank after 'Elevated,' " suggested David Nicol of West Jordan. "Possible answers: taxes, blood pressure, fuel bills, stress, credit card debt, ego. Is this the word we want on our license plates?"

Other criticism was point-blank harsh.

"As a writer, editor and entrepreneur who created some book titles that were duds — along with some for editorials, newspaper columns, books, articles — and trademarks, that were pretty good, 'Life Elevated' ranks with those I should have trashed," wrote Dr. Glen C. Griffin of Mapleton.

"I'm almost 70 years old. I've lived in Utah my entire life. I worked most of my adult life for one of the world's most prestigious and successful sales organizations (IBM), and I've seen and heard more than my share of lame-brained ideas, but 'Life Elevated' pretty much tops the list and dethrones all that went before," wrote Ronald L. Erickson of Bountiful.

Erickson found the brand "elitist."

"Do not succumb to the 'elitists' that know what's best for everyone else. . . . Find a slogan or motto that's understandable by the 'average Joe,' and that carries a message that Utah is simply a great state, with great people, scenery, opportunities, work ethics, (changing) climate, and every conceivable outdoor opportunity and sport," he wrote.

Respondents also had mixed feelings about W Communications, a Salt Lake ad agency that worked on the brand with the Utah Office of Tourism.

Chris Drysdale of Salt Lake City predicted many people would not like the new campaign. "It's human nature when asked for one's opinion to try and find something wrong," he wrote.

"Although I have no connection to W Communications, I want to congratulate them on the beginnings of a great ad campaign and share a message with state tourism officials: Don't try to please all the people all the time. You can't. Take even more chances than you're taking now. Trust your agency. Do fun and entertaining work and your target audience will fall in love with the campaign and our state," Drysdale wrote.

Tom Christenson of Sandy noted that $400,000 was spent for 7 1/2 months' work on the brand, or $53,333.33 per month.

"The governor said, 'a simple phrase with deep meaning.' The real meaning: 'Never have so much of Utah's limited resources been given for so little!' " Christenson wrote.

Beth Rhoades of Ogden said W Communications "had to come up with something quick" after dragging its feet, and she believes the agency did not consider any of the public comments during a so-called "branding tour."