03-15-2009 - Laserfiche WebLink

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Tagline Guru • City Branding Press Release Page 2 of 5 Rankings of city mottos and monikers were based on the following branding criteria: • Attributes: Do they express a city's brand character, affinity, style, and personality? • Message: Do they tell a story in a clever, fun, and memorable way? • Differentiation: Are they unique and original? • Ambassadorship: Do they inspire you to visit there, live there, or learn more? According to Eric Swartz, president of TaglineGuru, "Rebranding your town with a memorable motto or moniker is the most cost-effective way to leverage your assets, increase your visibility, and build brand identity. In a post-9/11 world in which the cost of gasoline is spiraling, towns that once counted on tourist and investment dollars are now competing for a smaller slice of the pie. To survive, they must grab greater mind share among prospective travelers, home buyers, and retirees. "Successful slogans satisfy deeply-cherished dreams and desires," Swartz says. "They tell a story and engage us in a compelling way. As affluent Baby Boomers abandon urban sprawl for a more fulfilling and less stressful lifestyle, small towns are in an ideal position to create enduring brands that reflect some of these strongly-felt values and sentiments." Survey Results • The Southwest accounts for 36 percent of the top-rated slogans in this study. "Perhaps it's the region's history and lore, or the ability to spin a good yarn, but the Southwest is chock-full of towns that sport fun, clever, and engaging mottos," notes Swartz. Survey results indicate that 52 percent of top-ranked slogans are from towns with populations less than 25,000. In contrast, 58 percent of top-ranked nicknames are from cities with populations greater than 100,000. City Population <25,000 25,0011-100,001 >100,000 Slogans 52% 22% 26% Top50 Nidotatoes 34 8 58 "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 5/13/2009