Pitfall of a state campaign

The launching of a state campaign for a state as well informed and as well connected as NJ is, inevitably gives rise to criticism. In NJ's experience, developing a new campaign for the state with the intention of reflecting state pride, instead made the states already negative even worse. In 2005, global image consultants Lippincott Mercer recommended the tag-line "New Jersey: We'll Win You Over" as part of a $260,000 contract, paid for by state taxpayers. Acting governor, Richard Codey, rejected the recommendation as appearing negative. The state, thinking it could do better, held a contest where the public would send their suggested tag-lines to a telephone hotline and website. The topic became a national joke within talk radio, newspapers, blogs and late night comedians, who suggested tag-lines such as "NJ: The Garbage State." Tag-lines with references to Bruce Springsteen such as "Born to Fun" and "Bada Bing! Choose New Jersey" that referenced the TV hit The Sopranos were popular suggestions among residents. The state reenforced negative stereotypes onto itself by providing the public a platform. The finalists of the state contests were "Love at First Sight," "The Real Deal," "The Best Kept Secret," "Expect the Unexpected," and "Come See for Yourself." Paul Deckert said this about the contests finalists, "I think it is the worst way to pick a slogan. If you have a beauty contest and 12 ugly people show up, you still have to pick a winner." The winner was "Come See for Yourself," suggested by Jeffery Antman. The winning tag-line however didn't last long as it was jetsam from tourist brochures and TV ads due to a legal issue with West Virginia, whom had previously used the tag-line. New Jersey is currently without a tag-line.

Format of the Thesis

The Thesis will be in two halves. The first half of the book will argue why NJ ought to be The Garden State and then once flipped it will argue why NJ ought to be The Ungarden State. The book will have two covers, each on the reverse side of the other. It tells the whole story once put together, as to not to repeat itself. I feel I can take this liberty because clients often want more than one solution.

Marketing a state

The identity of states are not as flexible as that of the products we are accustomed to branding. There is a culture, economy, geography and political identity already assigned to the state. "Place promotion involves the re-evaluation and re-presentation of a place to create and market a new image for localities to enhance their competitive position in attracting or retaining resources." Economic success or failure can be influenced by the mental images people hold of places, such as China and the scare created from the use of lead paint or jalapeno peppers from Mexico. Places compete amongst each other for status, tourists, entrepreneurs, investors, high-class residents, capital, industries, sporting events (such as the Olympics), conventions and businesses. The target audience for places re-establishing their identity are residents, visitors and investors. Place marketing aims to elevate awareness (maintain a perception) and recognition (being able to identify) of the place it's campaigning for. The current trend in the transformation of a place is to update its identity from the industrial era to the post-industrial era. Negative images of wasteful consumerism, crime, murder, pollution, exploitation, social unease and economic problems are attributed to industrial cities. The goal of post-industrial identity is to project images of a clean & safe environment, high-tech industries and intelligent residents. Just as in your home, physical changes made to a state can be refreshing and rejuvenate the spirit. Making a state attractive for living, working, leisure, tourism and investment are common objectives to marketing a place. More specific to NJ will be the need to address state pride and the contentment of state authorities.

Road as a metaphor

Roads are no longer just a "passage between two places," instead they make up both a national and regional network that leads to every conceivable destination. The destination itself has multiple routes to reach the same goal, which compels us to make choices. Robert Frosts poem "The Road Not Taken" informs us of choices and the individual experiences that each offer. "TWO roads diverged in a yellow wood / And sorry I could not travel both / And be one traveler." Roads don't just lead us to our destinations, they are places themselves that offer privacy, reflection, social gathering, new awareness, self-discovery and a sense of freedom. Hitting the road is sometimes the only way to get away from everything as you are no longer at home or at your destination but rather in-between, which gives one time to think. Although roads offer a peaceful place to reflect they also can disturb the tranquillity of people living near them. Sound barriers offer a compromise between the individual needs of highways and neighborhoods. Roads are essential to a places infrastructure as they promote growth and distribution. The study and science of roads is called Otology, which calls attention to the cultural, economic and spiritual meaning of roads on a place. Roads also determine the orientation of homes and businesses. The front yard of a house for example is always the yard facing the road, while the backyard is concealed behind the house away from public view. By constricting the movement of automobiles to roads, it has effectively allowed advertisers to reach consumers in bulk. The importance of roads are so great that they have become a metaphor for human life, which tell of adventure, memories, hope, danger (as in the expression "don't go down that road"), choices and much more.

What's wrong with the identity

1. The identity only uses green, the garden hasn't bloomed
2. Lack of visible gardens or garden motifs
3. Lack of understanding of what the garden state symbolizes, possibly because of the lack of application
4. The identity doesn't apply to all of the state (some areas appear left out - How to include them?)
5. Lack of differentiation/contrast from NYC and Philadelphia
6. Needs to include technology in its identity to separate itself from farming and gardens to separate itself from the city.
7. Geometric shapes are emphasized over organic shapes

Why I believe as I do

Here is a new list of ten reasons why I think NJ ought to be "The Garden State."

1. It symbolizes an alternative lifestyle to the city and farm, which was the intention of the suburbs.
2. Gardens are characteristically therapeutic. I must admit when I moved from Brooklyn to NJ it was because I wanted trees and grass.
3. It brings simplicity to the complexity of NJ, under the intention of an alternative lifestyle.
4. It encourages desirable behavior and an appreciation to the environment, which is a global issue.
5. The value of a garden symbolically is upheld/appreciated around the world and NJ does business globally
6. It softens NJs hard image.
7. "The Garden State" suggests it promotes health and well-being
8. Gardens offer a stark visual contrast to the city, which could help differentiate NJ from NYC
9. Update NJ from an industrial to a post-industrial identity (possibly re-brand recycling).

Possible change

From the research I've done, I'm starting to become convinced that "The Garden Sate" is surprisingly a worthwhile identity for the state. From an argument point of view, it might be more interesting to argue for the side of The Garden State. I already have a good argument set up against myself as to why its not an appropriate identity and would be fun to challenge my previous opinion. I would reconnect people with the roots of the states intentions, which are becoming lost and bring this identity into full bloom.

Characteristics you'd expect of the Garden State

The identity of "The Garden State" refers to the state as a whole. The identity of the state therefore ought to be based on adding organic shapes and earthy colors. The best gardens are filled with a verity of rich colors and not just green. In fact, the two colors used for the Garden State Parkway are an obvious choice but lack the presence of a colorful blooming color. Green is the color of grass or the stems of flowers, not exactly the red of tomato or the yellow of a flower. The identity hasn't bloomed, which makes for a boring garden. The intention of The Garden State as an identity is to call attention to an alternate lifestyle of living besides the city or a farm. NJ has become confused of its own identity (or what makes it special) as it is being swept up in the urban fabric of modern life. Visit any shopping mall in NJ and you will see trees integrated into the design of parking lots (different than New Mexico), this indicates that the value of using nature as an accent is still present. Still there are not enough visible gardens to make the identity genuine and credible. Perhaps the best reason/argument for this identity is the potential of symbolism as an alternative lifestyle.

Celebration of the artificial/man-made

Technology is capable of nurturing the body, soul and environment. Recycling is an artificial process that is different from decomposing and provides an alternative to landfills. Designer drugs such as Prozac, Viagra are artificial non-herbal remedies, which affect how we feel and perform. Technology can teach us skills that are everyday such as how to tie a tie, how to fix a running toilet or how to cook a new recipe. The internet can teach us a hobby such as how to play the guitar or the game of backgammon. You can find a mate on the internet or just stay in touch with friends. Connectivity has brought forth efficiency and self-empowerment. NJ offers all kinds of relaxation and activities such as video games and is by no mean limited to gardening (but gardening offers a strong contrast to the city). Electronically transmitted entertainment that includes text messages and GPS swim through NJ. More and more their is a separation from the natural world. NJ is not a simple but rather a place filled with complexity.

Character of a Garden

What do your senses tell you when standing in a garden? What sensory data are you confronted with that you're able to describe? The shapes found in gardens are organic. They are harmonious and consonant. The colors found in a palette of garden colors are are described as earthy. Gardens absorb light and use it to make food. Gardeners tend to them while it's light outside. Flower gardens create an atmosphere of leisure. They are usually grown in either a fenced in area or around the front yard of the house. Gardens are simple when compared to the complexity of NJ. "The Garden State sounds utopian. It's makes sense to want to encourage gardening. Gardens can influence behavior and are often used for therapy or self expression, which is desirable. But NJ has a well known night life that shouldn't be overlooked when redefining its identity.

Jersey Lifestyle

There are all kinds of activities and ways to relax in NJ that are broader than gardening. People enjoy technology such as the use of cell phones, video games and Internet. NJ is not a sleepy culture, it enjoys energy and stimuli. Nor does the state go to bed when the sun goes down, as there many bars open past midnight. Fast food is part of the fast paced lifestyle but there are also a verity of gourmet restaurants. Being trendy can bring popularity. Designer drugs such as Prozac are common to alter/intervene with the way one feels. The state has an ambiance of intoxication which includes coffee, tobacco and sugar. A residents diet and addictions is broader and more eclectic than the food found in gardens.

Colors that characterize NJ

NJ contains an eclectic palette of colors from bright emitting commercial lights, shades of gray (artificial) concrete, a cautionary yellow-orange and also earthy colors. Surfaces can be reflective metals (to help with driving), plastics, brick and wood. The landscape lacks a cohesive aesthetic (or authorship such as Santa Fe or Sacramento). In the daytime the colors clash and are dissonant. At night the colors are more harmonious and consonant as the major light sources are rhythmic street-lamps and brightly colored commercial signs, which compete for your attention (but become ambient). This continuous flux creates color action. People are conditioned to recognize color symbols as messages. Red for example means stop, which culture applies meaning to. Colors in NJ are persuasive, attention grabbing and informative.

Critique of the NJ State Commercial

The commercial emphasizes family fun and outdoor activities.

Shapes that characterize NJ

The shapes that characterize NJ are man-made shapes, usually geometric, that relay messages to people. There is a trait of standardization through repetition. Humans are conditioned to recognize shapes which can tell them to precede with caution or to stop. The lines on the road can tell a driver when it's safe to pass a slower driver. Shapes can be used to grab attention. At night the geometry becomes more apparent with glowing signs, which may be asking you to stop in for food.

Distinction between a garden and a farm

Gardens are a small plot of land used to grow flowers, vegetables and fruits, which promote an atmosphere of leisure. Flower gardens are commonly found in the front yard and are used not only as an artistic expression but to impress others with a sense of stature/prestige. Tool sheds, plows and any other tool that suggests work are kept in the back yard where they won't be visible to the public. The word garden derives from an Indo-Gemanic root meaning fence or enclosure. Gardening is a solitary experience often used as a form of therapy or self expression. Gardens are a symbol of taking ownership over a piece of land. NJs intention is not only to differentiate itself from the city but from farmland as well.

A rebuttal to those who disagree

"The Garden State" refers to an identity of a state as a whole but the whole of NJ can't be characterized by gardens. The suburbs of NJ were once an alternative to city living but now the two are interwoven. Yesterdays suburbs are todays urban fabric. Gardens are no longer the most appropriate native symbol that could represent the state of NJ. A forced garden identity would be too much of an inconvenience to maintain. The state of NJ needs a broader identity that's native to it.

Why others might disgree

Here is a list of ten reasons why people may think "The Garden State" is a good identity.

1. "The Garden State" suggests it promotes health and well-being
2. Suggests a relaxing lifestyle
3. The state is famous for its produce such as tomatoes
4. Historically NJ was known as "The Garden Colony"
5. The weather sounds attractive
6. The presence of visible farmers markets
7. Makes the people seem friendly
8. It's a simple identity
9. It's an escape from city life
10. Being "green" is currently cool

Why I believe as I do

Here is a list of my top ten reasons why I believe NJ's identity ought to NOT be "The Garden State." To view the entire list click here.

1. Lack of visible gardens, instead focus on what is visible
2. My senses (smell, hearing, touch, taste and sight)
3. Dependence on fast food
4. The production of synthetics
5. The amount of electricity used
6. The colors of the landscape which include bright attention grabbing signs and colors that persuade (such as colors that make you feel hungry NOT earthy colors)
7. The things people do to relax (such as video games and cell phones not gardening)
8. Events that attract large crowds (not for gardening tips)
9. The vocabulary people use (is influenced from technology)
10. Infatuation with novelties

About This Blog

This blog is a record of ideas and directions for Thesis I with Tom Klinkowstein at Pratt Institute. "The Ungarden State" is written and updated by Tim Hartwick.