Iconic scene: Boats on the quayside in Maldon are one of the attractions for tourists visiting the area.
A project to attract more businesses and tourism by creating a "story" about Maldon district has been lampooned by business owners.
Maldon District Council is spending up to £30,000 to hire a marketing firm, Thinking-place, to build a "narrative" which will generate "positive energy and support" for the area.
However, the jargon-filled exercise, which aims to "develop a 'place' narrative for the area", has attracted the ire of traders.
Find out why, in this week's Maldon and Burnham Standard.
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