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.

Kyle Schwarber is “probably, arguably” in The Best Shape of His Life

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Joe Maddon just held his annual media availability here at the Winter Meetings. During the scrum he said that Kyle Schwarber “looked great the other day” at a Cubs community event and that . . . wait for it . . . “he’s in, probably, arguably in the best shape of his life.” Maddon went on to say that, if Schwarber looks good in spring training, he might even be the Cubs leadoff hitter in 2018.

Schwarber is only 24, but the former catcher turned outfielder is going to spend most of his career as a DH, with another team obviously, unless he shows the Cubs that he can be a regular defender. The Cubs would love to see him in better shape whether they keep him or shop him, and if it’s the latter, they’ll want to show potential trade partners that he can play defense so as not to limit his market. It’s in everyone’s interests for him to be lean, mean and a bit more flexible once spring training starts.

To that end, according to a recent report, Schwarber “has been on a mission this offseason to transform his body.” And now Maddon is playing up the BSOHL angle. Whether that’s salesmanship or not, all eyes are going to be on Schwarber come February.