Dissecting the Blues’ new team slogan for ’11-’12

26
Aug
2011

On Thursday, the St. Louis Blues released their team slogan for the ’11-’12 season.

Allow us to stop here and give everyone a chance for the marketing campaign to soak in for a second.

“Don’t Stop Believing”

That’s right, as in the title of Journey’s seminal anthem from the album “Escape”.  We found it an extremely baffling choice, especially considering that the Blues marketing crew has worked miracles the past few seasons; filling Scottrade Center with strategic promotions and entertainment, despite substandard performances from over-hyped rosters.

Let’s see if we can decipher why the Blues would make such a choice.

1.) THE LYRICS  JUST SEEM TO FIT

Hmm, let’s see…

Just a small town girl, livin’ in a lonely world
She took the midnight train goin’ anywhere
Just a city boy, born and raised in south Detroit

Yikes.  Born and raised in south Detroit?  This song mentions the city of a conference foe in the first verse?

Not good.  No, not good at all.

2.) THE SONG HAS NEVER BEEN MORE POPULAR

That’s true.  “Don’t Stop Believing” reached #9 on the Billboard charts in 1981, but has made an odd resurgence over the past half-decade with strategic inclusions on various movies and television soundtracks.  In fact, it is the highest-selling single in iTunes history.  But that’s just it; it’s become *too* popular.  Rule of thumb: if the song can be played on more than three cross-genre radio stations and has also been featured on “Glee“, it shouldn’t be a professional organization’s slogan.

That being said, the song touches a large demographic.  Teenagers and adults both have a strong appreciation for Journey and we suppose “Don’t Stop Believing” makes logical sense for athletic endeavors.  The following slogans just don’t make sense, although we wouldn’t be surprised if they were brought to the table.


3.) THIS SONG HAS NEVER BEEN USED BEFORE

False.

The Chicago White Sox used this song as their team anthem en route to a World Series Championship in 2005.  In 2005.  As in, before “Glee” – when the song officially jumped the shark.

4.) STEVE PERRY HAS A KILLER MULLET

Factual.  The lead singer of Journey had one of the finest mullets of his generation.  Given that approximately 75% of the upper tank at Scottrade Center bears a similar ensemble, designating Steve Perry as a team icon probably isn’t a bad idea.

But Perry cut the mullet, he isn’t a Blues fan and isn’t the lead singer of “Journey” anymore.  The new guy can wail and it’s enviable how well he’s recovered from his divorce from Kate Gosselin.  But he doesn’t have a mullet.  And he isn’t a Blues fan either.  Lame.

5.) IT’S A REFERENCE TO THE ’80-’81 BLUES

As previously mentioned, “Don’t Stop Believing” was initially released in 1981.  The Blues has quite a season that year, accumulating their second highest season point total (107) in franchise history.  They finished first in the Western Conference and lost in the second-round of the playoffs (duh).  It’s possible the Blues marketing team wanted to reference some retro success with this year’s slogan.

Now here’s where things get really strange: Kool and the Gang’s “Celebration” finished #10 on the Billboard charts in ’81.  The Cardinals used that song as their team anthem en route to a World Series Championship in 1982.

6.) THEIR OLD TEAM SLOGAN STUNK

This one stings the most because it’s 100% untrue.  The Blues’ previous team slogan, “Bleed Blue” was simple, unique and provided some fantastic graphical assets and tattoo ideas.

We’re big fans of sticking with what works.  Kind of like playing “Blades of Steel” on Nintendo.  Man, that game never gets old.

For more thoughts on this campaign, track our friends over at St. Louis Gametime and Frozen Notes.

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One Comment

  • Mike says:

    Is this is “For St. Louis. By St. Louis” then you would understand why Blues hockey fans do Bleed Blue. Sure, logically it doesn’t make sense. But it’s something we can support OUR hockey team with. Bleed Blue till I die! Moron.


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