"Downtown Switzerland": Frank Bodin warns against changing the Zurich slogan

Elmar Ledergerber, former mayor of Zurich and new president of Zürich Tourism, is no longer satisfied with the current Zurich slogan "Downtown Switzerland". He wants to change the Heidi-Peter-Kuh image and is therefore looking for a more "urban" slogan, as can be read in Thursday's edition of Blick am Abend. However, Frank Bodin, reigning Advertiser of the Year and head of the agency Euro RSCG, warns against a change of slogan: "Continuity has a stronger effect than creativity, Downtown Switzerland" has established itself, according to the 2009 Advertiser of the Year. "People immediately think of Zurich when they hear the slogan, even though it is linguistically stupid," he is quoted as saying in the free newspaper. Big brands such as Coca Cola have kept their slogans for decades, which creates identity. It is better to stick with the slogan than to change it again.
"Downtown Switzerland" was designed in 2004 by the Hamburg-based company Interbrand Zintzmeyer & Lux and replaced the equally controversial slogan "Little Big City" (1996).