Tuesday, March 24, 2009

Are we out of new ideas?

Wisconsin's new slogan faces some pushback

After talking with a fellow Wisconsinite, we discussed the new slogan for Wisconsin. Yes, there are many slogans that could be used, but the State of Wisconsin tries to promote themselves and they are wanting for a slogan that sticks.

The problem is that the slogan has been used before, "Live like you mean it." The problem is that Bacardi has already used the phrase in marketing campaigns. Is it ok for a state slogan to be the same as a former slogan for a alcohol brand?

This was a question that I took to my senior level marketing students. I asked them, is it ok for anyone to reuse the slogan from a business? Then, what about from an alcohol company?

The results were not shocking. Many students felt that a company should not reuse a slogan of recent history. They also stated that if a company reuses a slogan, then any negative feelings (or positive) would be inherited by the new company. I then shared the information on Wisconsin and many students were shocked, but admitted that they never knew that it was the slogan for Bacardi.
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