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March 17, 2009

Wisconsin's "Live Like You Mean It" Naming and Branding Has Bloggers Doing Handstands, Cartwheels

Wisconsin's new slogan is catching some criticism for the fact that we've seen it before. Often, very often.

wisconsinlogo.gif"Live like you mean it" is a phrase that's been used by hundreds of motivational speakers and a bevy of authors, and its been used "to promote real estate, clothing, and other merchandise," and Bacardi.

bacardilivelikeyoumeanit.gifRegardless, one has to wonder why our Wisconsin neighbor would choose a generic slogan? Bloggers are already showing their discontent, making fun of the logo that features a man doing a handstand.

This slogan replaces "Life's So Good" and the state's tourism secretary says, "The silhouetted figure cartwheeling across the top of Wisconsin really speaks to the invitation to live and work and play here... and 'Live like you mean it' speaks to the fact that if you can imagine it, you can do it in Wisconsin. It was chosen for its energy."

I can imagine a picnic alongside one of Wisconsin's beautiful lakes and water-skiing in January, but don't think doing it is that realistic. The point is that some of the rationale for the name defies common sense.

At least one resident says that this slogan is "bordering on a cliché," while yet another blogger says that the handstand man does not reflect the "fiercely proud, hardworking and loyal people" that the governor wanted represented in the work.

With the unique beauty of Wisconsin I have to pose the question once again, why would it saddle itself with a generic slogan? It is an opportunity missed by our next door neighbor.

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Bill Lozito

William Lozito

President and Chief Branding Officer

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Posted by William Lozito at March 17, 2009 8:03 AM
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