The idea from this podcast came to me when we were driving across Europe in a very nice new BMW rental car. And John had the slogan from an ad spontaneously come out of his mouth. I was really surprised, because he’s in a demographic that is the most unlikely to be swayed by taglines. . . 🤣
In the aviation industry, our numbers are so small that it’s hard to find great examples. . . So, it can be useful to look at industries where the numbers are bigger and see what’s been the most successful for them.
Whatever your product or service, I guarantee that you can find a great example from this list.
BMW – “The Ultimate Driving Machine” (1970s) This enduring tagline has been used by BMW for decades and succinctly conveys the brand’s emphasis on driving pleasure and high-performance vehicles.
Mercedes-Benz – “Engineered Like No Other Car in the World” (1980s) This slogan succinctly encapsulated Mercedes-Benz’s commitment to engineering excellence, quality, and luxury.
Rolls Royce “At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock.” This iconic ad efficiently communicated the luxury, quality, and quietness of Rolls-Royce vehicles.
Audi – “Vorsprung durch Technik” (1980s) Translated as “Advancement through Technology,” this tagline emphasizes Audi’s commitment to innovative engineering and design.
Porsche – “There Is No Substitute” (1980s) This advertisement is a bold statement reinforcing the uniqueness and unrivaled performance of Porsche cars.
Subaru – “Love. It’s What Makes a Subaru, a Subaru.” (2000s) This tagline emphasizes Subaru’s commitment to safety, reliability, and long-lasting relationships with its customers, fostering a sense of community among Subaru owners.