From one of the many former Cleveland slogans. The article also makes a great distinction a couple of college athletic department PR folks could learn from:
To that end, the success of any city brand campaign is dependent on how you go about it, that is: are you trying to be a thing or are you being it? The distinction is important, as nobody likes a fake, especially when the “brand” of the Rust Belt is about being as real as possible.
Which is a funny prism to look at the recent Big Ten abandonment of competitive logic and constituent pleasing for the new conference slogan: OMG ROSE BOWL, a game that’s evolved well beyond anything it every meant to anyone anyway.
What’s missing in the above quote is the issue of trying to be not who you are but who you were — the Rose Bowl was a very real thing at one time, but it’s been decades and besides two of your four premier brands are less connected to the game than Alabama.