“When it comes to slogans, small towns have an easier sell,” Swartz says. “They’re known for one thing, and everyone usually agrees what that one thing is. Big cities, on the other hand, are complex and have many constituents. They require an overarching message that must satisfy and unify disparate interest groups. The result is more bland than brand-oriented. In the absence of a good slogan, a big city’s identity has been shaped primarily by its unofficial nickname, which is often tough to shake off.

“Look at Cleveland. They’ve suffered for years with the sobriquet, the ‘Mistake on the Lake,’ says Swartz. “Now, they have a new slogan that’s vibrant and contemporary. Other big cities should take heed: Urban rebranding is a form of urban renewal…without the need for a bond measure.”

What Makes a Slogan Successful?

A good slogan is unique. Cities that borrow another city’s brand style, personality, or message are simply a “me too” and not a true original. Baltimore, Cleveland, and Detroit have all been known as “America’s Comeback City.” There are seven cities that claim the title of “Magic City,” Miami being one of them. Finally, two California coastal towns, Santa Cruz and Huntington Beach, are currently embroiled in a legal battle over the moniker “Surf City, USA,” which is sparking heated debate.

A good slogan is specific. It should reflect a city’s history, values, or main appeal, and allow its individual style, personality, and character to shine through. For example, some towns rely on hometown heroes (“home of” or “birthplace of”) to cement their reputation; and some pick the one thing they do really well, like hub caps (Pearsonville, CA) or barbed wire (La Crosse, KS), which becomes their de facto claim to fame. Others leverage the assets of nearby attractions, positioning themselves as the “gateway to” someplace else.

“Cities do themselves an injustice when they claim to be America’s ‘best’ or ‘most’ (superlative) city, or ‘the (some such) capital of the world,’ and then fail to back it up by putting their money where their mouth,” Swartz says.

Like all brand messages, a slogan should be a visible and integral part of all city communications. Ironically, most slogans are elusive. More than 80 percent of the Web sites of the 50 largest U.S. cities don’t even mention their official slogans. “That just goes to show how little thought most cities give to their own branding,” says Swartz.

“Without help from the city’s official Web site, it’s difficult to distinguish between official and unofficial slogans and nicknames,” Swartz says. “The unofficial ones tend to have a longer shelf life and enjoy greater grass roots support. On the other hand, most official slogans are developed by ad-hoc committees of business and city officials or simply voted on in a city-wide contest, usually with mixed results.”

Swartz continues: “The upshot is that most cities aren’t convinced they need a strong brand identity. A city motto is not simply a convenience for filling up empty ad space on buses, billboards, and banners. It’s an expression that reinforces your brand and invites people to experience it and internalize its value.

“Still, a slogan in and of itself is not a panacea,” Swartz warns. “Without the proper infrastructure and campaign to market the message, it remains an empty promise. Without a strong brand identity, a slogan doesn’t have much of a foundation to build on.”

Sloganville, USA Awards

In conjunction with the Slogan & Nickname Survey, TaglineGuru announced the first annual Sloganville, USA Awards, which recognizes greatness, weirdness, and “other-ness” in American city mottos and monikers.

According to TaglineGuru, which selected the award winners, the goal of the Sloganville, USA Awards Program was to honor the best, brightest, and most bizarre slogans and nicknames in ten different categories. “To be honest, the vast majority of city mottos and monikers are pretty dull and not very original,” says Swartz. “Those that stand out and make an impression deserve some much-needed recognition.”

For a complete list of award winners, go to www.taglineguru.com/sloganvilleawards.html.

Summary

With the success of Las Vegas’s slogan, many cities have jumped on the bandwagon to get a motto makeover. Atlanta recently selected its new moniker (“City of Peace”); Omaha is adjusting to its new slogan (“O! is for Omaha”); and Atlantic City is basking in the glow of its latest incarnation. The buzz is that Indianapolis and Oklahoma City are still searching for one.

“All slogans have their detractors. That comes with the territory,” Swartz says. “The goal for all towns, big and small, is to select a motto or moniker that connects with people on a personal level, makes them feel good, and opens up their hearts, minds, and wallets.

“Coming up with an effective slogan or nickname for your city is a political, economic, cultural, and creative decision, and requires more time and effort than a simple roll of the dice. Just ask Las Vegas. Their gamble paid off.”

A division of The Byline Group, TaglineGuru is dedicated exclusively to the messaging strategies that shape effective branding and positioning choices. Its president, Eric Swartz, has created slogans, names, and other branding concepts for more than 80 organizations, including Adaptec, Apple Computer, CMP Media, FedEx, Sun Microsystems, and
Wells Fargo.

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