May 8, 2006
How Not to Develop a State Slogan or Tagline
What is it about state and city slogans? A brief look at this year's slogan debacles gives us a primer in how to actually scare visitors away.
Utah’s new slogan announced in the last few months of “Life Elevated” was criticized for being too close to neighboring Colorado’s slogan of “Enter a Higher State”.
Well, I have to say that an error like that is a form of inadequate brand name research. Meanwhile, Palm Springs, California has ditched the new Give in to The Desert, You're Surrounded campaign. Not surprising, it reminded some residents of the slogan “Put your hands up; you're surrounded."
New Jersey has scrapped its second slogan is just a few months. One slogan developed by a New York naming consultant, “We’ll Win You Over”, was rejected by the Governor who ran a resident contest and decided on “Come See For Yourself.” But it turns out the “Come See For Yourself” slogan was previously used by West Virginia and other states. Or maybe not. Nobody's sure.
I don't think developing a slogan or tagline for a city or state should be this difficult.
While nobody can anticipate a governor's personal preference, as was the case in New Jersey, I think the states and cities could do a better job of using the available and free US trademark database.
This leaves me wondering, since states have built-in name recognition, do they really need a slogan?
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