I’m sitting in the lobby of the Sheraton in Portsmouth, New Hampshire getting ready to head back to Boston. On the way I’ll return the rental car. As I pulled the care around this morning to load the luggage I was reminded of one of the many things that make New Hampshire unique. And while small, this something somehow infests the culture and character of the place.

“Live Free or Die.”

Now that, my friends, is a motto. A motto that can build a brand. New Hampshire’s motto alone is reason to keep the tradition of this state having the first-in-the-nation presidential primary.

Exist in the unattainable state of complete freedom, or get the hell off the planet. Exhilarating. Scary. Lots of hard edges.

I grew up in Louisiana. We had “Sportsman’s Paradise.” Interesting. Focuses on consumer benefits. Aspirational. I’ve always wondered what “paradise” would be. Never thought that would be Louisiana.

I moved to Texas. The new plate on the Dodge Duster read “Lone Star State”. Historical. Allusions to rugged independence. But I’m not sure what it means exactly. And I’m a bit of a loner myself.

Both of course beat the most comical state motto. Idaho’s “Famous Potatoes.” What? Potatoes? That’s it? That’s the best they can do? A root vegetable?

I think motto’s have meaning. They show up on documents, correspondence, business cards, speeches, and yes … license plates. There’s something both ubiquitous and subliminal about them.

So kudos to those New Hampshirites (sp?) who went ballistic when someone tried to hoist the wimpy slogan “You’re going to love it here” on the states signage.

We don’t care if you love it here or not.

Live free or die!