Brand-Building | The Art of Taglines, Slogans, and Mottos… [57]

It’s been a while since I blogged about company taglines. Last year I posted a series that focused on this simple but important part of brand communication. So I’ve decided to revisit this topic and look at some more of the taglines that stand out. (To see the series: The Art of Taglines, Slogans, and Mottos… [52], please click here)


I thought it’d be interesting to zoom in on taglines, a statement that essentially captures your brand promise. Variations on taglines, include slogans and mottos, which I won’t go into detail, but instead I’ll highlight some of the more memorable ones with high “stickiness”.

And of course I’ll include those that are strikingly different and unique. Not necessarily of the famous kind, but ones with compelling brand messages.

See if you can recognize some of them, including the poorly conceived ones, where you’ll simply wonder “what were they thinking?”

Good examples abound, and powerful taglines help customer create mental maps and immediate association with the brand logos, making the two inseparable. The image of Brand Logo + Tagline becomes compelling, where the tagline enhances the Brand Meaning. Notice how the role of color, shape, font, and even typeface help create a distinctive message.

This explains why some brand taglines’ longevity, while others, are infamous for their brevity, undergoing transformation and evolutions that unfortunately are not always “ON CODE”.

Brand: Chrysler.

Country of Origin: USA

Tagline: Imported from Detroit

Personally I find this truly intriguing. A cheeky and attention grabbing tagline indeed. From a branding perspective, there are two key words in the tagline that are deliberately placed there to stir an emotion, which is key to creating any meaningful brand that is able to connect with consumers on an emotional level. First there’s “IMPORTED”, which immediately brings to mind a foreign vehicle, and this being Chrysler which positions itself as a premium player, one would argue that Chrysler’s team of brand builders and marketers aspire to associate themselves with imported luxury marquees like Mercedes Benz, BMW, Lexus, and Jaguar.

And then there’s “DETROIT”, which creates a dichotomy. By default, brand associations are deliberate connections with other elements – be those products, places, people, legends, environments, landscapes, or even feelings –  that add value. This is therefore Chrysler’s attempt to associate its brand with other higher qualities that are linked with these additional elements. Which leads us back to Detroit. Well it is America’s original Motor City, the birthplace of so many iconic American automotive brands. But you also have to wonder, what is Detroit’s perception in the consumer’s mind? Is it positive, negative, or simply… “I don’t really know.”? It’s a city that has fallen on hard times, with the death blow of many of its car brands, factory shut downs, bankruptcies, and the multiplier effect has hit all the related industries, from spare parts to tires. Transforming Detroit into an urban blight.

Of course all hope is not lost. Detroit has been making a come back through re-invention and well… brand repositioning. And Chrysler knows that better than anyone else, so they’re capitalizing on this condition, and this seems to be part of their new brand strategy.

Ultimately of course, whether Chrysler brand can shine again in the midst of increased competition and the revival of the American automotive industry (Ford and GM are doing great with their turn around, churning out sexier and more attractive cars that people actually want to drive). Chrsyler has to go back to the drawing boards and design better cars that connect with customers, while becoming an effective Brand Ambassador for Detroit and prove the merit of “Imported from Detroit” meaning that translates into formidable good quality cars.

Inspiration: Ebreakdown; Chrysler


About dianhasan

Brand Storyteller, Travel Writer, Speaker, Creative Writer & Thinker - avid observer of randomness in everyday life - Sustainable Business, Eco Matters, Sustainable Urban Issues, Architecture, Heritage Conservation, Innovation & Brand-Strategy, Cross-Cultural Communications, Travel, Tourism & Lifestyle.
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