The Cubs started a new marketing slogan, "That's Cub," this month, but the phrase's origin goes back to 2013.
Minor-league players came up with the term to define team expectations. "They meant it in a very positive way," said Alison Miller, Cubs marketing vice president. "So a guy hits a ground ball and he runs it out, he's about to beat out the throw and make it to first. Like, that's Cub; that's hustle. Or a player off the field taking the time to sign autographs or going to do something great in the local community, that's Cub.
"They also use it to call each other out. A guy doesn't back up one of his teammates on a throw: 'Hey, wait, why didn't you back him up? Like, that's not Cub,' " she said.
Minor-league staffers, such as mental skills program officials Josh Lifrak and Darnell McDonald, incorporated the saying in their training, and prospects such as Albert Almora Jr. and Carl Edwards Jr. rose to the pro ranks having already adopted the phrase as part of their dialect. During 2014's "On Deck" event, a sort of state-of-the-Cubs address, president Theo Epstein shared the slogan with season ticket holders to give a positive outlook on the team's direction after a 96-loss season in 2013.
The Cubs tweeted a rally video using the theme this month, and Epstein, chairman Tom Ricketts and manager Joe Maddon explained the meaning behind the slogan when they addressed players during the first full-squad workout last week. Players also were given T-shirts with the slogan.
Miller said "Fly the W" will continue to be used as a tagline and social media hashtag during the postseason.
"The last two years we've been on kind of a narrative around the greatest journey in all of sports, which obviously came to an end with the win in 2016. What do we now want the brand voice to be?" Miller said. "For a long time, the brand stood for lovable losers and curses, the kind of negative stereotypes of what it meant to be a Cub or a Cubs fan.
Ricketts says Cubs will work with city on bid for 2020 All-Star Game Patrick M. O'ConnellCubs Chairman Tom Ricketts said Monday that the team plans to work with city officials to put together an attractive bid to host baseball's 2020 All-Star Game at Wrigley Field.
"Hopefully we'll be able to sit down with the city here over the next few months and iron out what it takes to be the leading...
Cubs Chairman Tom Ricketts said Monday that the team plans to work with city officials to put together an attractive bid to host baseball's 2020 All-Star Game at Wrigley Field.
"Hopefully we'll be able to sit down with the city here over the next few months and iron out what it takes to be the leading...
(Patrick M. O'Connell)"Now that we won, it's an opportunity to redefine this brand. Can we still be lovable winners? And what do lovable winners look like and how do they act? And what does it mean to be a Cub now that we've got the monkey of 108 years off our back?"
plthompson@chicagotribune.com
Twitter @_phil_thompson
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