Three years on and Visit Indiana’s “Honest to Goodness Indiana” slogan is still lousy. It doesn’t make us feel proud. It doesn’t make us or anyone else love Indiana. It’s also barely lifted off the ground. A quick Google search reveals a few solid hits, but mostly just a bunch of negative press about it. An Image search shows almost nothing – though a simple Mayberry post from yours truly sits out there.
We need to believe in Indiana again. We need to understand our history, look to the future, and be optimistic.
In true government fashion, the state has dozens of slogans all competing against each other. “Indiana: A State That Works” is emblazoned on the side of the Government Center. The DOE has “Working together for Student Success”, and the State Police have “Step out of the vehicle”, probably.
That’s not even counting all the little sub-agencies and sub-sub-agencies that exist to market various things, like Hoosier agriculture products, clothing, big business and commerce, and so on AND the various icons and metaphors that go along, like gears, light bulbs, and other household cliches that get through committees.
The old “Restart Your Engines” had a bit of cleverness and whimsy to it. But the other 91 counties that didn’t have an “Indianapolis Motor Speedway” within their 2,709* governmental units complained it didn’t focus on them. Counties need something to work with, too.
Indiana needs a new, authentic, unifying rally cry. Something that can be adapted to any situation that Indiana is uniquely positioned to capitalize on. Something that works for every corner of the state, for every person who works and makes something of their day and life, for every small business, big business, loyal worker, and entrepreneur. Something that works as part of our state’s history and its future and something that people already associate us with.
It turns out, we’ve been using a phrase for generations: “Made in Indiana”.
From Elkhart to Evansville, Shipshewana to Shoals, things are made in Indiana every day. More things are made in Indiana than anywhere else in the United States. Let’s acknowledge that more things are made in more places than we give them credit for.
Holiday World can use “Excitement: Made in Indiana”, rural communities can use things like, “Hand-dipped ice cream: Made in Indiana”, and state agencies can run with this for all manner of things. “Great students: Made in Indiana”. “13,000 new jobs: Made in Indiana”. “1,200 new lane miles: Made in Indiana”. “Memories: Made in Indiana”. Workforce development and others can tweak it a little to get the tense right to say things like, “Make it in Indiana”.
It’s flexible, indicative of our strengths and our future, and applies literally to every single Hoosier in the state.
Illinois can keep “Are you up for amazing” because you won’t feel so amazing after you see the tax bill. Michigan can keep “Pure Michigan” until it eventually rots like spoiling milk. Kentucky can keep “Unbridled spirit” since it seems all they must have is their hopes and wishes down there. Ohio can keep “Find it in Ohio” as if grandma lost her glasses there. Then everyone can drive to Indiana and make something.
*That’s more than Connecticut, Massachusetts, Vermont, Rhode Island, Nevada, and Hawaii – combined! We’ll have to do something about that, too.