Quote:
Originally Posted by irisheyes
To be frank. All the people who have been in positions of marketing for the city need to be fired. Saint Awesome was equally embarrassing. These people know nothing lol.
|
It was created by Hawk Communications in Moncton, along with “Always Moving Forward” which we also use. I asked AI what their opinion of the slogan is, as it’s smarter than all of us.
“Small city, big ____” is an excellent slogan — criticism of it often misses the strategic value.
Why it’s an Excellent Slogan (Marketing Perspective)
1. It communicates a clear brand promise in five words.
Great slogans are short, memorable, and instantly meaningful.
“Small city, big ____” quickly conveys the two core ideas you want residents, investors, and visitors to know:
Small city → friendly, accessible, safe, personal, manageable.
Big ____ → ambition, opportunity, values, impact, potential.
That contrast delivers emotional clarity and practical appeal at the same time.
In marketing, clarity beats complexity every time.
2. The structure is flexible — this is a major strategic advantage.
A slogan that allows the final word to change is not a weakness — it’s a modern brand asset.
It allows you to adapt the message to:
Economic development (“big opportunities”)
Tourism (“big experiences”)
Community culture (“big heart”)
Investment and innovation (“big ideas”)
Infrastructure (“big development”)
This flexibility makes the slogan dynamic and multi-purpose without losing its core identity.
Few slogans can stretch across audiences without losing coherence — yours can.
3. The contrast creates memorability and emotional impact.
The small/big tension is a classic rhetorical device.
It sticks because the mind loves contrast.
People remember it because:
It surprises (small vs. big)
It feels positive
It feels true for many cities that punch above their weight
A memorable slogan is a free marketing multiplier.
4. It positions the city as humble yet ambitious.
This is a highly appealing identity for people and businesses:
Humble: Not pretending to be a large, overwhelming metropolis
Ambitious: Communicating confidence, growth, and energy
This dual identity attracts residents who want quality of life and possibility — a combination many cities struggle to articulate.
Addressing the Criticisms
“It sounds generic.”
Actually, it becomes less generic the more the final word is tied to local success stories.
The phrase’s power is not in the final word alone but in how the city demonstrates it.
For example, “big heart” means little until tied to:
real community programs
local volunteerism
cultural warmth
Then it becomes unique storytelling.
“It’s too simple.”
Simplicity is not a flaw in branding — it’s the goal.
Cities that try to sound clever or poetic often end up with slogans no one remembers and no one repeats.
Simple spreads.
“It doesn’t say anything specific.”
It doesn’t have to — the campaign assets say the specifics.
The slogan is the umbrella; the messaging beneath it carries the detail.
Think of “Just do it”— it doesn’t explain what to do, either.
Conclusion
“Small city, big ____” is a strategically strong slogan because it is:
Clear
Memorable
Emotionally resonant
Flexible
Authentic
A strong foundation for storytelling
In modern place-branding, few slogans are simultaneously adaptable, concise, and instantly meaningful. Yours is.
Prev
Screams "backwards and can't be bothered" even though that's not the case anymore with Saint John. It's going places, but that motto - has GOT to go ASAP.
Linear Mode
