(FORTUNE Magazine) – New York State, whose business environment is arguably the worst in the union, has got itself a new promotional slogan: I.Q.NY: A STATE OF MINDS. The slogan could only have been bought by a governor with a tin ear, which was also evidenced in Mario Cuomo's effusions about it. ''In this business,'' he klutzily avowed, ''if you don't blow your own horn, there's no music.'' The slogan is supposed to convey the message that New York has many smart workers and intellectual resources, and to get business folks' minds off numerous reasons they might cite for locating elsewhere: crime rates close to 50% above the national average, corporate tax rates that are fifth-highest in the U.S., a Moody's bond rating that is better only than Louisiana's, and a governor of whom a recent Cato Institute report said, ''He seemingly never met a spending program he didn't like.'' Facing election this fall, Mario the Magician is now frantically recasting himself as a guy who just loves business, and is actually talking of tax cuts. For example, the state may repeal its 5% tax on hotel occupancies, which represented New York's effort to get into the pockets of visitors (many of whom predictably responded by vacationing and conventioneering in other venues). Can Mario really reinvent himself by November? Will his tax cuts materialize? Will his new slogan spark corporate passion for the Empire State? Somehow one doubts it. And wonders how his speechwriters could be unaware of the classic and far more melodious formulation put forward years ago by labor baron John L. Lewis: ''He that tooteth not his own horn, the same shall not be tooted.''