This is why we can’t have nice things

ALEC BECKETT, creative partner at Nail Communications in Providence, weighed in on the controversy about Rhode Island's new slogan, "Cooler & Warmer." / COURTESY NAIL COMMUNICATIONS
ALEC BECKETT, creative partner at Nail Communications in Providence, weighed in on the controversy about Rhode Island's new slogan, "Cooler & Warmer." / COURTESY NAIL COMMUNICATIONS
Everyone is a marketing expert. It is frankly one of the worst things about working in my industry. Not to sound pretentious, but great advertising is art. Only harder. Art is easy. You just need to make people feel something. Advertising is hard. You need to make people feel something and then do something. And…

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3 COMMENTS

  1. Thank you for your comments on this issue that counter all the negatives. There’s a lot of misinformation flying about, especially around the cost of the logo… and when it comes to design, everyone is an expert! Not.

  2. There was no brand consistency from day one: if they were committed to messaging “cooler and warmer” how did it influence the web site? The video? It seems not at all. The campaign feels like a bunch of disparate parts, with no one at the helm.

    Personally, I’d like to know what exactly is the tourism campaign strategy and how did this fit? Neither the slogan nor the logo are likely to have much of any impact on whether folks come to Rhode Island. So what is the strategy?