Thursday, August 10, 2006
BMW and The Dangers of Blogging
I wrote a piece about why it's a mistake for BMW to drop, "The Ultimate Driving Machine" tag line...based on a column by Al Ries, famed marketing consultant. Turns out Al assumed the tag line was changing...it's not. In the comment below, Eric Webber of GSD&M, agency of record for BMW says, "NOT TRUE."
My apologies to BMW and GSD&M...
I once saw this happen on the Ford business. Quality is Job 1 was the corporate slogan. Some thought that was the Ford brand slogan. No...the Ford brand slogan, at that time, was "Have You Driven A Ford Lately? (agency was JWT)" "Quality is Job 1" (agency was O&M) was intended to be a halo across Ford, Lincoln and Mercury (this was before the PAG/Premiere Auto Group and Volvo were added to the Ford family).
In closing, I'm glad the tag line remains...it's distinctive and fits the brand perfectly.
My apologies to BMW and GSD&M...
I once saw this happen on the Ford business. Quality is Job 1 was the corporate slogan. Some thought that was the Ford brand slogan. No...the Ford brand slogan, at that time, was "Have You Driven A Ford Lately? (agency was JWT)" "Quality is Job 1" (agency was O&M) was intended to be a halo across Ford, Lincoln and Mercury (this was before the PAG/Premiere Auto Group and Volvo were added to the Ford family).
In closing, I'm glad the tag line remains...it's distinctive and fits the brand perfectly.
