UI Argonaut: Send “Space” Way of “SayWA”
For the rest of the Idaho Argonaut editorial by Tara Roberts, click here.
The University of Idaho’s new ad campaign revolving around the slogan “Open Space. Open Minds.” has just been released into the wild, and it’s not surviving so well. Despite cheery reports from administrators and PR officials, it’s not hard to find someone who doesn’t dig UI’s new “brand.” Professors mock it in class. Students don’t understand it. ASUI doesn’t support it. Plus, it’s not even distinctive — Oregon State University’s slogan is “Open Minds. Open Doors.” ... We’re paying for something that’s supposed to attract all sorts of money and attention to UI, and we get something people don’t like that isn’t unique. So what do we do now? Why not take a cue from the state of Washington? The state’s Department of Community, Trade and Economic Development introduced a new slogan, “SayWA,” last spring. The slogan was part of a “branding” campaign much like UI’s, albeit for less than half the cash. However, when members of the Washington tourism industry and people around the state didn’t like “SayWA,” the CTED did something remarkable. They dropped the slogan.
Question: Why do universities, cities and states spend so much money to develop a bland or even obnoxious slogan as part of a "brand" campaign?
