Branding Away the Recession

Monday, February 23, 2009

Miriam Greenberg, assistant professor of sociology at UC Santa Cruz and author of Branding New York: How a City in Crisis was Sold to the World talks about how New York branded itself through the recession in the 1970s.


Miriam Greenberg

Comments [7]

Patricia Soares da Costa from soon to be in NYC

a pioneer city branding project to perform a cardio check-up on NYC as a brand:

Does the Big Apple have a big heart? -

A cardio check-up on NYC as a brand. Everyone is willing to wear the t-shirt with the “I love NY” brand, so let’s look at this from the other side: is New York willing to love us back? Are the ambassadors of this brand (meaning the people, companies and brands of NYC) willing to embrace such an emotional approach and “give back” in order to contribute to the city’s awareness and good reputation, and more, to the goal of enticing 50 million tourists annually by 2015?

I´m aiming to experience all the flavours, sensations and places, translating into unique photo, video and article coverage of the city and its pulse, approaching the familiar and not-so-familiar from lively new angles with a refreshing, intimate approach, producing written and visual info not only about New York as a brand, but also about trends in city branding, experience marketing and tourism.

Feb. 23 2009 10:14 PM
Valerie Gillett from new york city

Just thought I'd mention that I LOVE NEW YORK is a New York State slogan, as Alvin stated above. New York City's slogan is THE BIG APPLE, an ad campaign created by Charles Gillett, President of the New York Convention and Visitors Bureau in the 1970's, when the city was run down, had a crime problem and a bad rap. The term "The Big Apple", meaning New York City, originated with Jazz musicians in the 1920's. Playing "The Big Apple" meant they had made the big time.(Though some have argued that the term originated from horse racing). Mr Gillett was very successful with the use of this catchy slogan to raise the morale of New Yorkers and encourage tourists and trade to come back to this great city.

Feb. 23 2009 02:50 PM
NABNYC from Southern California

I worked in advertising in NYC at the time this I Love NY campaign was started, and it was an exciting time. I don't think my agency came up with the concept, but quite a few different agencies handled different parts of the campaign. I think Stueben created crystal apples. Lots of clients got involved.

It was a very exciting and fun time. We were all pulling together against what seemed like a hostile nation, little NYC all on its own, broke, burned-out borroughs, high crime, deteriorating facilities. But we all put on a button saying I Love NY.

And the thing is: we did, and we could not for the life of us understand what people meant when they said they hated NYC, or it was dirty, or dangerous. We looked at our city, and all we felt was love. Still do.

Feb. 23 2009 12:21 PM
mc from Brooklyn

Let's ask the folks in Albany not to enact the entertainment tax, tickets to the theater etc., are an important driver of the NYC economy.

Feb. 23 2009 10:53 AM
Steve from Brooklyn

I live part-time in Baltimore which has had a series of branding campaigns including: "The Greatest City in America", "The City that Reads", and "Baltimore Believe." It suffices to say a realistic slogan is important to be credible. In b-more changing the slogan with every new mayor, but never removing the signs from the urban landscape just worsens the backlash against the slogans.

Feb. 23 2009 10:51 AM
Alvin from Manhattan

Um, wasn't the "I Love NY" campaign a STATE campaign?

Feb. 23 2009 10:50 AM

can't get the label attached (by a jewish newspaper no less) to the victims of bernie madoff off my branding sensitivity: "Swindler's List"

Feb. 23 2009 09:01 AM

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