Auckland Council spent $500,000 creating the new city brand, but the mayor will not champion it.
An Auckland councillor says heads should roll over the spending of $500,000 on a proposed new brand for Auckland.
About 115 staff at various times worked on the proposed new slogan "The Place Desired by Many", over the last two years.
The slogan is a translation of Tamaki Makaurau, which is the Māori name for Auckland.
Howick councillor Dick Quax said too much money, staff resources and time was wasted on the project.
Auckland Tourism Events and Economic Development's Steve Armitage said the slogan was a strong contender with focus groups and branding specialists, both here and overseas.
"It needs to be authentic - it needs to have resonance to the people of Auckland first and foremost - but it also has to have appeal to the international audience if we're going to have unique standing in what's a very competitive global market."
A spokesperson for Auckland mayor Phil Goff said the initiative was created during the last council and he would not back it.
Auckland iwi Ngāti Whātua Ōrākei described the proposed slogan as a lost opportunity.
A spokesperson said the Ngāti Whātua Ōrākei Trust was disappointed to learn so much money was spent on a slogan likely to go on the scrap heap.
"The land loved by many" was the translation used by Ngāti Whātua Ōrākei and many iwi across the region, a statement said.
The Trust said time and money could have been saved by simply talking with iwi and the community about a new slogan.
It would also be happy to help Auckland Council with future branding decisions, the statement said.