Steal These Ideas!: Marketing Secrets That Will Make You a Star, 2nd Edition

We Have Lost Our Way

Among states and countries competing for tourist dollars, there are only a few examples of tingles. You would think in this multibillion-dollar global battle for visitors, jingles and tingles would be a common way to get attention. And, you would be wrong. There is only one American state that sets its tagline to music, and that's New York State's “I Love New York.”

Among countries, you have to go back to the 1980s and a campaign for Spain where the tingle was a five-second singing of the word Spain at the end of each radio and television spot.

Today, practically every industry, from financial to drug to auto and packaged goods, has taglines that are rarely if ever spoken, and when they are, more often than not, have no attitude ...