[THIS] is the 2026 Chicago Cubs Marketing Slogan - Bleacher Nation

The Chicago Cubs adopted the season slogan 'THIS.' presented with square brackets to increase emphasis and convey emotional attachment. Past slogans included 'Be Here For It' and 'You Gotta C It,' both receiving decent fan response. The bracketed styling and video treatment frame the single-word slogan as an experience rather than a label, giving it extra oomph. The approach signals intent to make the slogan feel active and participatory for fans. The bracketed format creates visual emphasis and invites interpretation. A pop-culture reference to Mad Men underscores a retro advertising sensibility in the presentation.

"We may or may not always love what the Chicago Cubs go with each year, but I'm always interested to see what a given season's marketing slogan will be. The last couple - "Be Here For It" and "You Gotta C It" - were both fine, with decent receptions. I think this year's version will be better received. Or should I say [THIS] year's version:"

"Or should I say [THIS] year's version: THIS. pic.twitter.com/SDzDLlwsIo- Chicago Cubs (@Cubs) February 16, 2026 I like it. I especially like it with the brackets, like in the video. Gives it a little extra oomph, and more of an indication that you're not just saying a word, you're attaching a feeling. Or maybe I've just been watching too much 'Mad Men.'"

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