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The Royals 2014 marketing slogan: “Be Royal”

Feb 4, 2014, 8:22 AM EDT

royals logo Getty Images

Lots of teams come up with marketing slogans — we highlighted the Dodgers’ rather curious effort the other day — but the Royals are the ones I always notice.

In 2012 the Royals used “Our Time” as its slogan. Last year it was “Come to play.”  This year? “Be Royal.” Which seems like quite a rebuke to Lorde. And a surprising one at that given that she was allegedly inspired by George freakin’ Brett to write that song to begin with. And it’s so broad, too. Should I be Lorenzo Cain or Billy Butler? There’s a lot of ground to cover there.

But the best take on marketing slogan, particularly Royals slogans, comes from Sam Mellinger of the KC Star. He ponders the utility of them to begin with, noting that all of the marketing slogans in the world don’t put as many butts in seats as fireworks night or a free t-shirt giveaway. And he notes the particular conundrum marketing departments have when it comes to promising baseball results in their slogan. If you go with “In it to win it!” and you start out 12-25, well, the slogan becomes obsolete and a big fat target pretty quickly.

Teams either win or lose. They are either exciting or they’re not. That’s what determines how many people show up. And if the team is good enough, the slogans will follow the team, not the other way around.

  1. proudlycanadian - Feb 4, 2014 at 8:38 AM

    George Brett once had a Royal pain in the butt.

    • proudlycanadian - Feb 4, 2014 at 8:56 AM

      In 1980, Brett removed himself from game 2 of the World Series due to painful hemorrhoids.

  2. numbr4stuna - Feb 4, 2014 at 8:42 AM

    I’m thinking they need to listen to some Lorde

    • alexo0 - Feb 4, 2014 at 9:15 AM

      They did. Where do you think the slogan came from?

      • historiophiliac - Feb 4, 2014 at 10:49 AM

        I think numbr is suggesting that her song fits the Royals in the same way “Born in the USA” worked for the GOP.

      • alexo0 - Feb 4, 2014 at 11:39 AM

        That won’t stop them from playing it to death this summer though.

  3. chacochicken - Feb 4, 2014 at 8:43 AM

    I would go with “These guys should be good! Look at all the high draft picks and James Shields”

    • moogro - Feb 4, 2014 at 2:19 PM

      B’ro ‘yal.

  4. dirtyharry1971 - Feb 4, 2014 at 8:45 AM

    whats the bluejays slogan gonna be? Be Blue? Lets face it after the season they are about to have the whole fan base will be feeling blue, all 8 of them.

    • cur'68 - Feb 4, 2014 at 9:01 AM

      Nah. My Boys are going with “dirtyharry’s a friggin’ moron”. They believe that one will hold up all season (since its been true for years).

      • dirtyharry1971 - Feb 4, 2014 at 9:54 AM

        aww I knew you couldn’t resist, its ok you can calm down your HERO is here this morning.

    • paperlions - Feb 4, 2014 at 9:30 AM

      Are the Yankees doing a take-off of the Dodger’s, going with:

      Old. Busted. Expensive.

      • Francisco (FC) - Feb 4, 2014 at 9:52 AM

        Ha-Ha! Oh wait, that describes the Phillies too, D’oh!

  5. nymets4ever - Feb 4, 2014 at 8:57 AM

    Uuh…I see nothing wrong with “Be Royal” whatsoever. And no one in the history of the Universe ever acted like slogans alone can make a bad team good or good team bad. Reasonable people understand that these slogans’ only purpose is to serve as a neat, catchy little tagline for the team.

    But don’t let that interfere with your desperate mission to snark the hell out of anything and everything under the sun.

    • jkcalhoun - Feb 4, 2014 at 9:32 AM

      Why can’t we all just Be Royal?

  6. paperlions - Feb 4, 2014 at 9:32 AM

    They’d probably be more “successful” from a slogan stand point if they were more honest and went with something like:

    “Hey, we aren’t so bad.”


    “Aim for the middle, you might miss high.”

    • historiophiliac - Feb 4, 2014 at 10:46 AM

      Or: “Inexplicably confounding Verlander since 2006!”

      • jkcalhoun - Feb 4, 2014 at 11:20 AM

        More accurately: “11 more wins against Verlander and we’re even.”

      • historiophiliac - Feb 4, 2014 at 11:25 AM

        Any win for them against V is an inexplicable victory.

    • moogro - Feb 4, 2014 at 2:21 PM

      Royale with cheese.

      • paperlions - Feb 4, 2014 at 2:42 PM

        Now THAT….would be fantastic. Have you thought about getting into advertising?

  7. cohnjusack - Feb 4, 2014 at 9:59 AM

    Nothing will ever be as bad as “Royals Baseball: Catch the Thrill”.

    This slogan was *sung* in ads all over the Midwest. It haunts me to this day.

  8. kcrobert10 - Feb 4, 2014 at 10:26 AM

    World series baby world series…..

    • kcfanatic - Feb 4, 2014 at 12:06 PM

      Don’t you notice that the Royals organization won’t even utter the words World Series? They mention playing “meaningful baseball”, they mention playoffs at times, but they will not say the words World Series. That is because Dayton knows that ownership does not want a world series. The only want to win enough games to maximize profits. It is the loser mentality that has plagued KC ever since Kauffman passed away

      • jkcalhoun - Feb 4, 2014 at 12:38 PM

        I didn’t think it was possible for anyone who follows the Royals to fail to notice Moore’s utterance of the words “World Series” after last season ended.

      • kcrobert10 - Feb 4, 2014 at 1:27 PM

        Hope springs eternal buddy. Be Zen. World series baby world series.

      • kcrobert10 - Feb 4, 2014 at 1:31 PM

        Also its absolutely better watching this team then some of those other teams they have been rolling outsince 85.

  9. kcfanatic - Feb 4, 2014 at 10:30 AM

    Be Royal. Translation: Be cheap, do things half a$$ed, change your operating structure about 12 times and try to pull on the heart strings of those that remember what a winner this organization was just over 30 years ago.

    I mean, come on Royals! Everyone wants to tell you what a great season last year was because we didn’t take dead last in MLB. However, when Kauffman was alive and back in the ’80’s this would have been considered a disappointing year.

  10. Jeremy T - Feb 4, 2014 at 11:03 AM

    This marks the first time in history that Billy Butler and covering a lot of ground were used in the same context.

    • paperlions - Feb 4, 2014 at 12:09 PM

      Maybe the second time.

      At some point some version of “Billy ‘Country Breakfast’ Butler was spotted at an all-you-can-eat buffet that covers a lot of ground.”

  11. natstowngreg - Feb 4, 2014 at 11:33 AM

    Reminds me of Harry Doyle in “Major League 2,” dissing the White Sox. “At least, they’re not from Canada.”

    No offense to our Canadian friends.

    Not to mention “Ignite Your Natitude.” Unfortunately, the “Natitude” part caught on, and seems disinclined to go away. At least, it was better than when the Nats trotted out “Expect It.” Never found out what “It” was.

  12. hansob - Feb 4, 2014 at 11:58 AM

    Word has it that the Royals fans new slogan is “I’m kinda over getting told to throw my hands up in the air”.

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