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NEW HACK CITY.(The Talk of the Town)(New York)
Certain natives blanched at the revelation, a couple of months ago, that the city's new Marketing department had applied for a trademark for the slogan "the World's Second Home," in reference to New York. Why aim so low?
Actually, from a marketing perspective, New York City ranks thirteenth, behind such robust brands as Harley-Davidson, Oprah Winfrey, and Disney, according to Young & Rubicam. And as for its preexisting slogans, well, "the Big Apple" is in the public domain. "The City That Never Sleeps"? Citigroup owns "the Citi Never Sleeps." So what's wrong with adding a new nickname, in the interest of making a buck?
It was in that same spirit of entrepreneurship and brand extension that city marketers recently commissioned a new, "iconic" taxi-medallion design, the first step in a larger plan to "build equity" in the Taxi and Limousine Commission. (New York City Cab Company, New York City Taxi Cab: these names pretty much belong to the New York-New York casino, in Las Vegas.) The medallion is not just a license to operate a cab and a franchise worth hundreds of thousands of dollars but also a tin plate that is bolted onto a cab's hood. Sometime in the next month or so, the T.L.C. will begin installing these medallions on its twelve thousand licensed taxis, but for those who can't wait to see the new look up close--for those who are even aware of what the old look was--there is good news: T-shirts and caps emblazoned with the new medallion are already on sale at the New York City Store, on Centre Street, or at the Visitor Information Center, on Seventh Avenue. (Also available: life-size cardboard cutouts of Jason Giambi; manhole-cover floor mats, made from recycled truck tires; shiny Statue of Liberty gloves.)
"If you look at past medallions, they really weren't anything that you'd want to put on a shirt or a hat and brag about in any way," Joseph Perello, the city's chief marketing officer, said the other day. "But the designer really looked back into the twenties and thirties to the hacks that ...
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