'You Can't Beat Boston' is the city's new tagline. Share your ideas.

Boston launched a business recruitment and marketing initiative under the banner “You Can’t Beat Boston.” The effort grew from concerns that Massachusetts was struggling to retain and attract workers, especially younger professionals. A coalition of employers and economic officials conducted research including surveys of more than 900 employees, focus groups with recruiters, and interviews with more than 60 CEOs. Organizers concluded that Boston’s challenge was perception and marketing rather than product. The branding work produced the slogan “You Can’t Beat Boston,” supported by a new logo, a Berklee-created jingle, and local promotional tie-ins such as a Harpoon beer. The initiative aims to recruit businesses, help expansions, and promote the region as a global innovation and talent hub.

"Mayor Michelle Wu recently rolled out “You Can’t Beat Boston” as the banner for a new business recruitment and marketing initiative aimed at attracting companies, investment, and workers to the city and the broader region. The effort traces back to 2023, when major employers met with Wu at City Hall over concerns that Massachusetts was struggling to hold onto and attract workers, particularly younger professionals."

"Research for the branding campaign included surveys of more than 900 employees, focus groups with recruiters, and interviews with more than 60 CEOs across Massachusetts, according to the “You Can’t Beat Boston” website. One central conclusion was Boston’s perception and marketing. As Whoop CEO Will Ahmed put it, “Boston doesn’t have a product problem. We have a marketing problem.”"

"Advertising executive John Connors and his team developed potential slogans, with “You Can’t Beat Boston” emerging as the favorite. The phrase now anchors a broader public-private initiative designed to help recruit businesses, support companies looking to expand in Boston, and promote the region as a global hub for innovation and talent. The campaign includes a new logo, a Berklee-created jingle, and even a Harpoon beer tied to the rollout."

Read at Boston.com