New York officials have filed a trademark application on the Second Home slogan but branding expert Rob Frankel predicts the name change will be branded a disaster.
Frankel says the phrase Big Apple implies making it in the big leagues and properly represents the attitude that if you can make it there, you can make it anywhere.
However, he says the slogan, Worlds Second Home implies hospitality something New Yorkers arent exactly known for.
Frankel says the folks behind the name change are probably confusing branding with advertising and predicts the new slogan will fall dead on its face because New Yorkers will, as he puts it, see this as a bull■■■■ line.
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