Jersey — It’s a Language
Pizza. Bagels. Parkway. Shore. Traffic.
That’s the Jersey lexicon — and yes, it’s separate and distinct from the City (aka New York City).
The Garden State speaks differently and our culture is unique. Part of the reason is because of how we face an identity crisis wedged between New York City and Philadelphia. The result is a group obsessed with defining ourselves as different from the two metropolises that surround us.
In the world of marketing, brands spend millions working to reach our residents directly. On a recent drive to Brooklyn through Manhattan (pre-congestion pricing) and was amazed to see a billboard on Canal Street right before the Manhattan Bridge that poked fun at New Jerseyans. The reality is that the brand realized many of the drivers on this route were on this route as a thoroughfare from the Holland Tunnel to friends and relatives in the outer borough. They wanted to reach New Jersey consumers, and along the way they could garner the attention of New Yorkers who enjoy poking fun at us too.
Our state is a place that operates under a completely different set of norms and standards. You’ve probably seen the cartoons and skits that claim our state bird is the middle finger. And everyone has seen the viral photo of road rage hitting a boiling point when two cars got stuck in the Turnpike toll plaza because each driver refused to yield.
Recognizing that New Jersey is a place where the rules are different — and yes, there are rules — and messages hit audiences differently is an important analysis for brands. Before you try to reach our residents, try to learn some of the Jersey lexicon. Better yet, hire our people to speak to New Jerseyans and trust their judgment on the ideas they come up with (even some of the ones that sound crazy).
Jersey — It’s a Language was originally published in Thoughts? for Jersey on Medium, where people are continuing the conversation by highlighting and responding to this story.