Life is Right

June 21, 2012 at 12:20pm By: Mr. Wilson Posted in The Lincolnite Blog

Lincoln’s new branding and marketing campaign has just been announced. Are you ready for it?

Life is Right

I’ll let you ponder for a moment whether you love it or hate it before I hop in with my thoughts. ... Ready?

The absolute first thing that came to mind when I heard the new slogan was “...and the pro-lifers just went wild”. Taken entirely out of context it’s hard to imagine the slogan being anything but a pro-life picket line chant. “Life is right! Life is right!” Heck, it’s almost catchy.

So at first I was completely shocked that somebody would pick a slogan so tainted with political undertones for Lincoln. And not just any political undertone, but undertones of one of the most divisive issues in American history. That’s a pretty big deal, no?

That’s my impression of the slogan without any context whatsoever. What if we put the slogan in context? The website doesn’t convey the entire marketing campaign but it gives a basic idea of some of the things we can expect. For one thing, “Life is right in Lincoln because…” has a less charged tone to it. The slogan starts to mean not just “life is good”, but “this is the way things ought to be”. It’s clear why that makes sense as part of a marketing campaign.

I’m still not completely sold on Life is Right, but we’ll see what the passage of time does for it. It’s not as bad as GOLincolnGO so that’s a plus.

Let’s hear it, Lincolnites. Love it, hate it, or don’t give a durn one way or the other?

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The Comments

Fletch June 21, 2012 at 12:56pm

I figured left-leaning people wouldn’t like it, but didn’t consider it due to it being pro-life. It sounds like a slogan that Rush or Sean Hannity or Laura Ingraham would use.

I don’t really love it, and I don’t really hate it. I’m pretty “meh” about the whole thing.

While on the topic of branding, I do wish the state would go back to promoting and branding everything, including license plates, with “The Good Life.”

JT June 21, 2012 at 1:09pm

Thought the exact same thing on the pro-life direction. Also love The Good Life.

Fletch June 21, 2012 at 1:54pm

I don’t care for the color scheme and busy feel of the website banner or the banner that was on Twitter. Looks like someone ate red and orange crayons, and threw up. The arrow is a rip off of the Target in-store brands.

Unless there’s a law that a slogan should only be 3 words or so, I would have riffed off the old Nebraska slogan and gone with “Best of the Good Life” or something like that.

Mr. Wilson June 21, 2012 at 2:13pm

There could be two-sided billboards at every entrance to town. On one side: “Welcome to the Best of the Good Life!” On the other: “Welcome to the Rest of the Good Life!”

Fletch June 21, 2012 at 2:17pm


Justin June 21, 2012 at 2:24pm

I like it. I like the slogan, I like the look and feel of the website… it just makes sense to me. And the pro-life thing never came to mind for me.

Mr. Wilson June 21, 2012 at 2:52pm

Please help me with my informal survey:

Rate how closely you follow politics on a scale of 1 to 5, with 5 being “I follow politics very closely” and 1 being “I don’t follow politics at all”.

(There’s a point to this, I swear.)

Dan June 21, 2012 at 2:55pm

If you heard Clint in the presentation, he said specifically it is not a slogan or tagline for the city, but rather a brand platform by which the branding and ideas came from. Everything should “feel” just right.

I think people would be silly to consider the “slogan” without proper context. It doesn’t and will not exist in a vacuum.

Justin June 21, 2012 at 2:55pm

I’d say a “5”. Which is why it kind of surprised me when you mentioned the pro-life side to the slogan, and that I hadn’t picked up on it.

Justin June 21, 2012 at 2:57pm

I think some of why this resounds with me is that I’ve been in the process of selling my house. There’s a feeling when you walk into “the one” where it just feels right. And that’s how I feel about Lincoln (mostly) and I think that’s what we want prospective developers and residents to feel, too.

Fletch June 21, 2012 at 2:57pm

I’m with Justin. I’d say I’m a 5, and I immediately thought of left/right, but pro-life never came into my mind until I saw it here.

meatball June 21, 2012 at 3:15pm

I’d say I’m a 4. My first reaction was, “Huh?” Then my thoughts quickly turned to conservatism—in a Rush/Hannity way more so than in a Right to Life way—and I thought, “The libs ain’t going to like this.” It’s already starting to grow on me.

meatball June 21, 2012 at 3:23pm

I didn’t hear the presentation. But my initial guess was that Life is Right is aspirational and as you say Clint described it—part of the brand platform. But then when I look at the execution that’s out there so far, it looks to me like Life is Right is Lincoln’s new slogan/tagline.

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