Alan Siegel Comments on Creating a State Slogan for New Jersey in The New York Times
… FOR what it’s worth, a scientific study of three experts found two, Alan Siegel, chairman and chief executive of Siegel & Gale, a strategic
branding firm, and Robert Passikoff, president of Brand Keys Inc., who thought it was a mistake for the state to concede that its image is
glamour-challenged. “You don’t want to begin by acknowledging the bad part; that’s a lose-lose situation,” said Mr. Passikoff. “You want
to migrate from the joke to the more positive brand image.” …