Tag Archives: slogans

What companies could embody the slogan “Delivering the American Dream”?

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I recently saw on the side of a truck the slogan for a company: “Delivering the American Dream.” Before I say which firm uses this, some thoughts on what kinds of companies this could fit:

Photo by Tima Miroshnichenko on Pexels.com

-Take the first part of the slogan: “delivering.” Could this fit a major delivery company? Imagine this as the slogan of UPS or FedEx; would it fit as they delivery so many different items to people?

-The second part of the slogan references “the American Dream.” This could refer to housing and the suburbs. (And I did spot this slogan in the suburbs.) Could a house be delivered or could it refer to some essential parts of homes (furniture, appliances, etc.)?

-The whole phrase suggests the American Dream can be delivered. This is a big promise. As noted above, the Dream can be symbolized by tangible objects but it is also an important ideology encompassing multiple factors.

Time for the reveal: this is the slogan of 84 Lumber. Here is part of the company’s history on their website:

Founded in 1956 and headquartered in Eighty Four, Pennsylvania, 84 Lumber Company is the nation’s largest privately held supplier of building materials, manufactured components, and industry-leading services for single- and multi-family residences and commercial buildings.

The company operates 310 facilities which includes stores, component manufacturing plants, custom door shops and engineered wood product centers in 35 states. 84 Lumber also offers turnkey installation services for a variety of products, including framing, insulation, siding, windows, roofing, decking and drywall.

In the early days, founder Joe Hardy, in conjunction with his two brothers, Norman and Bob Hardy, and family friends Ed Ryan and Jack Kunkle, pooled together $84,000 in funds to purchase land and buildings for a new “cash and carry” lumberyard. The idea was that customers would pay by cash or check and if merchandise was unable to be “carried” out, an additional charge was implemented to have the item personally delivered…

Since then, 84 Lumber experienced exceptional growth, powered by Maggie’s vision to expand, and evolve the business. With tenacious leadership, and the 84 Lumber team’s true passion for their company, a new 84 Lumber emerged from tough economic times to become the powerhouse it is today. Now, 84 Lumber is a certified national women’s business enterprise and has held a spot on the Inc. 5000 list of America’s fastest growing companies for several years in a row. The company hit $7.9B in sales in 2021, and increased to $8.78B in 2022.

The slogan does indeed refer to the single-family home and other buildings. They deliver some of the essential components of structures that many Americans use without any knowledge of where the materials came from.

If any company could live up to this slogan, this seems to be a good fit. While other companies could make a good claim with other goods and services, a close connection to single-family home construction connects closely to the American Dream.

How much does a 21st century city, like San Diego, need a catchy slogan?

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A sociologist argues San Diego needs a new slogan for the 21st century:

“San Diego: First City of the 21st Century.”…

Industrial sociologist Walshok, whose book on San Diego as a center of innovation in science, technology and other sectors is due out next year from Stanford University, said this area has a public relations problem — no catchy “narrative” that sells.

“L.A. has the movies, San Francisco has the Gold Rush,” she said. “But I think our capacity to innovate and reinvent is our DNA. That’s what the community has been able to do in the 21st century. It isn’t a process that just happens in the lab. It’s in the ecology of the people, the neighborhoods, the diverse talent … ”

Walshok’s moniker recalls former Mayor Susan Golding’s formulation of a slogan coined in the 1990s, “San Diego: The First Great City of the 21st Century.”

While I get the idea behind the slogan, I’m not sure it really captures the idea of innovation and reinvention.

Looking beyond San Diego, is a slogan necessary for a 21st century city? Does it really encourage business growth from outsiders who see and like the slogan or is it more about people in a community developing a unifying theme that helps bring them together? I suspect it is more of the second. Slogans could help a city establish its own character and this is not unimportant. It might indicate that the local business community has banded together for booster purposes. It could reflect history and aspirations while also highlighting a strength that sets the city apart from other cities. Of course, slogans can be used for marketing purposes but it takes some time and sustained pressure for the concepts to sink in.

Here is a quick summary of a 2005 survey about city nicknames:

In 2005 the consultancy Tagline Guru conducted a small survey of professionals in the fields of branding, marketing, and advertising aimed at identifying the “best” U.S. city slogans and nicknames. Participants were asked to evaluate about 800 nicknames and 400 slogans, considering several criteria in their assessments. The assigned criteria were: whether the nickname or slogan expresses the “brand character, affinity, style, and personality” of the city, whether it “tells a story in a clever, fun, and memorable way,” uniqueness and originality, and whether it “inspires you to visit there, live there, or learn more.”

The top-ranked nickname in the survey was New York City’s “The Big Apple,” followed by “Sin City” (Las Vegas), “The Big Easy” (New Orleans), “Motor City” (Detroit), and “The Windy City” (Chicago). In addition to the number-two nickname, Las Vegas had the top-rated slogan: “What Happens Here, Stays Here.” The second- through fifth-place slogans were “So Very Virginia” (Charlottesville, Virginia), “Always Turned On” (Atlantic City, New Jersey), “Cleveland Rocks!” (Cleveland, Ohio), and “The Sweetest Place on Earth” (Hershey, Pennsylvania).

Outside of Las Vegas, aren’t the more informal nicknames on this list a lot more prominent than the official slogans?

The campaign slogan: “You may hate us, but GOP is worse”

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As election season starts to kick into higher gear, the AP sums up the campaign strategy of Democrats:

Democratic candidates want to convince these voters that no matter how much they hate the status quo, they would be worse off under a Republican Party that hasn’t learned from its mistakes and is lurching ever harder to the right.

“This needs to be a choice, not a referendum” on the Democratic-led Congress and Obama administration, said Erik Smith, a Democratic campaign adviser.

President Barack Obama, campaigning for a Senate contender in Connecticut on Thursday, said of Republicans: “All they are going to be feeding us is anger and resentment and not a lot of new ideas. But that’s a potent force when people are scared and they’re hurting.”

With slogans like these, it is any wonder that many people don’t want to vote at all?