New Jersey Tends to Garden State of Mind

Posted by Abe Sauer at brandchannel.com on August 26, 2010

We recently looked at how New Jersey might try to rebrand Atlantic City as a world-class gambling destination rivaling Vegas. Turns out, New Jersey might have a bigger rebranding challenge — New Jersey.

A new Quinnipiac University survey found that half of New Jersey residents find MTV's show Jersey Shore "revolting." Those polled believe the show is damaging to the state's image. Also, they blame New York. Yet as every branding professional knows, define yourself or somebody else will define you.

Despite being associated with the state, only one cast member is actually from New Jersey. Still, the state's image problem began long before MTV capitalized on a stereotype Americans all know and love (to hate). Long the punching bag of comedians, New Jersey may finally have had enough.

With The Sopranos still beloved (though off the air) and Jersey Shore currently fist-pumping through its second season, state residents could leverage the popularity of all things New Jersey (shore-goers, "Housewives," "Couture") to fight the characterization.

A group of residents recently launched a website campaign called Jersey Doesn't Stink. But is it too late to do anything about its brand?

One humble suggestion as a starting point: Colloquial nomenclature. Just as a man named Richard is perceived as an entirely different man when he goes by "Dick," so suffers New Jersey from its nickname.

Out-of-state forces contribute to the use of the state's single-monkered "Jersey" nickname, such as the Broadway show Jersey Boys. But New Jersey residents themselves can often be heard leaving the "New" off the Garden State's name.

Indeed, locals were calling it the "Jersey Shore" long before MTV came to town. Rocker Bruce Springsteen, a born and bred champion of the state, sings about a "Jersey Girl." See, also, the above New Jersey-based "Jersey Doesn't Stink" effort.

Any effort to brand New Jersey should begin with a serious attempt to reduce the commonplace use of the term "Jersey" to reference the state. The "New Jersey Shore" already sounds like a more appealing place, no?

Still, both beat the dreaded "Joisey." Thoughts on New Jersey's image problem?

See Jersey Doesn't Stink Video here: http://bit.ly/ajt9w0