The Royals 2014 marketing slogan: “Be Royal”

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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.

Noah Syndergaard scratched with a “tired arm”

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Mets manager Terry Collins says that he has scratched Noah Syndergaard, who was supposed to start this afternoon’s game against the Braves. In his place will go Matt Harvey.

Syndergaard, Collins says, has “tired arm.” But also says he has some discomfort in his right biceps. He will have an MRI, but Syndergaard says it’s not serious and that he could pitch as soon as Sunday. Collins says this is an abundance-of-caution type thing, saying “we can’t take a chance on this guy.” Which is true.

The Mets ace is 1-1 with a 1.73 ERA and 30 strikeouts in 26 innings. He has walked no one this year. Not a soul.

James Paxton has a fantastic new nickname

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James Paxton of the Mariners is 3-0 with a 1.39 ERA, 39 strikeouts and only six walks in 32.1 innings of work over five starts. Last night he shut the Tigers down, tossing seven shutout innings, striking out nine and allowing only four hits. With Felix Hernandez looking less than king-like lately, Paxton is asserting himself as the new ace of the Seattle staff.

And now the tall Canadian native has a nickname to match his ace-like status:

“Pax was really outstanding and we certainly needed it,” manager Scott Servais said of the Canadian southpaw. “Big Maple is what he was nicknamed tonight and I kind of like that. He was awesome.”

“Big Maple” is a fantastic nickname. That’s the sort of nickname guys used to get back when nicknames were great. Before managers just put “y” at the end of dudes’ names and before the “First Initial-First Three Letters of The Last Name” convention took hold in the wake of A-Rod.

“Big Maple.” That makes me smile. I’m gonna be smiling all dang day because of that.