We could subtly draw attention to our unique lifestyles: "Discover Our Plurality," or "And You Think You're Peculiar."

We could play up the silent majority: "Not as Nerdy as You Think."

We could try scare tactics: "The Donner Party Wishes It Had Stayed."

We could be frank: "Ski Utah! Then Leave," or "Spend Your Money Here."

Then again, we could quit trying to repaint the Sistine Chapel ceiling. What is arguably the finest state slogan in history has been gathering dust in Utah for years:

"This Is the Place."

It's clever, subtle, catchy, original, historical, emotional, alluring without being boastful, and it's under six words.

Send me the $10 million. I'll forward it along to Brigham.

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Lee Benson's column runs Sunday, Monday, Wednesday and Friday. Please send e-mail to benson@desnews.com and faxes to 801-237-2527.