The 2012 debut of the Nats’ “Ignite Your Natitude” slogan was initially greeted with some eyerolls and snickers, but the term was eventually embraced by a large number of Nats fans. They used it throughout the team’s run to a division title. They hashtagged it on social media sites. They wore it on t-shirts. And they liked it so much that “Natitude” stuck around for the 2013 season, too.
Entering the 2014 season, though, front-office officials thought it might be time to slowly back away from the Natitude, keeping it as part of the team’s larger brand but finding a new slogan for the new era. Officials surveyed their fans, to make sure they were on the right track.
“And in our survey, it came back overwhelmingly in favor of Natitude,” said John Guagliano, the team’s VP of marketing and broadcasting. “And what really amazed me was it was young and old. The younger group definitely was all over it, but the older demo was still on it, and it wasn’t much difference. If they know, if they can remember it, you’ve got to stay with it.”
And thus, the team’s 2014 slogan, “Nothing But Natitude,” which Guagliano unveiled during a media tour of Nats Park last week. The team plans to riff on the “nothing but” theme with individual player-focused campaigns: “Nothing But Command” for Jordan Zimmermann, “Nothing But Hustle” for Bryce Harper, “Nothing But Clutch” for Ryan Zimmerman, and so on.
The marketing staff actually met with the baseball operations people before launching this campaign; staffers chatted with individual players to get a sense of what keywords would be most appropriate for which gentlemen. Many of the slogans are already up on the team’s “Interactive Wall” in front of the new team store construction site.
In any case, Natitude isn’t going anywhere, not as long as the team’s fan base embraces it.
“We’re such a new team; we’re not the Yankees that have that type of history,” Guagliano said. “If you can build [a campaign] and it turns into something, you’ve got to stick with it.”