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    Will Toyota's New Ad Slogan Pay Off?

    John Melley - Thursday, January 17, 2013

    I loaded in the latest radio spots for Toyota this afternoon and was surprised to hear their new Slogan at the end of the spots.

    They used to end with "Toyota... Moving Forward." Now they end with "Toyota... Let's go places."

    Wow... how boring. {Crickets chirping sound effect inserted here}

    I wondered if they {Toyota} decided to move away from the "Moving Forward" slogan since it so closely resembles Obama's exhaustive plans for the next 4 years of: "Forward."

    It worked for Obama so it makes me wonder why Toyota would change it. Lump it under the heading "If it ain't broke don't fix it."

    So I did some digging around and found a press release. Part of it reads as follows:

    "Let's Go Places" speaks to the evolution of Toyota and our commitment to leading through innovation, enriching lives and connecting with customers in new ways they define," said Bill Fay, group vice president and general manager, Toyota Division. "It is energetic, aspirational, inclusive and very versatile. The phrase conveys a dual meaning of physically going places and taking off on an adventure, while also expressing optimism and the promise of exciting innovation that enriches people's lives. It allows our associates, customers, dealers, and suppliers to interpret it in ways that are most personally relevant to them."

    Wow! and that was only 1 of 3 paragraphs that went on about how they arrived at this.

    I don't know if I felt any of that after hearing it. Then again, I tend to be more concrete in my thinking. For example Ford's slogan for a while was "Quality is Job 1." Simple, direct and a corporate value that meant something for the customer.

    It took 5 ad agencies and 1 research firm; Saatchi & Saatchi, Dentsu America, Conill, Burrell, Intertrend, and Grieco Research to come up with the nifty new slogan.

    I bet this cost Toyota a bundle. It makes me wonder how they'll measure the return on the investment of its creation. I don't think that's possible.

    Maybe it will resonate with buyers. I noticed it, but then I work with so many commercials each day that I can pretty much recite any slogan for any major brand (Go ahead... try me ;-D) so when there's a change, I notice it.

    Do you have a favorite slogan for a company? If so, please feel free to share and why you like it.

    John

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