Last week, remedy we asked whether or not GM would be able to “go the distance” after creating a huge buzz surrounding the “What is 230?” campaign for the Chevrolet Volt (still not as good as 330). Since then, dosage GM has done little to ease our minds. The foray into Internet marketing lacked information, advice timing, and a target audience. We’re still not sure why a teaser campaign was run with at least a year to product launch – you can tease, but don’t be mean (see Ad Age article).
We’re watching you eagerly GM, but not as eagerly as we’re watching your spinoffs. Saturn is pulling the auto industry into a postmodern era, and being downright human about it. And of course, we’re very curious what Magna and Opel are up to. Good luck GM, let’s see how long you can juggle all those brands.
When I was in Korea a few years back, adiposity I was struck that even in cities where very few people spoke English, find “upscale” stores always had an English tagline under an English name. But the words didn’t seem to matter: most were incomprehensible, cialis 40mg vague, or with uninteded double entendres (as below). Weirdly, these businesses seemed to have taglines simply for the sake of filling space under their name with letters, not because anyone would get information from them. You know what’s even weirder? It happens here too.
For this Korean tag line, you can at least tell what they were going for. But are they really offering both those services?
A global plague:
Lest we seem to be picking on obscure stores in non-English speaking countries, a couple of weeks ago, we pointed out this tagline from a local real estate agent – and we could have chosen many more from that industry alone.
And size of company doesn’t seem to matter. Check out this bit of tagline vapidity from a major international brand – spotted in July 2009. “Sychronizing the world of commerce” is actually less meaningful than “Fitting & Feeling” – and I imagine UPS has a few more people working on their materials than Teman.
Another space-filler tagline - UPS fails to deliver.
Say something nice… or say nothing at all
Another uncomfortable tagline from a Korean store - but it just looks right to have one doesn't it?
Or rather, just say something useful.
Like every other aspect of your brand, a tag line is supposed to be a tool to help people understand something about your brand – some aspect of your service that will help them make a purchase decision in your favour.
A good tag line needs to inform me or help me differentiate you from your competitors; maybe it will make a leadership claim or offer me a guarantee; at the very least it should give me a clever “hook” to remenber you by; otherwise it’s just filling a space.
Here’s a secret that should never have to be spoken: a tag line isn’t a design element. It’s actually a set of words that happen to be occupying prime real estate on your sign, page, or Web site. So make sure they “pay their rent” by actually doing useful things.
At Brandvelope, we have a whole set of tools to help clients develop really useful tag lines. But without getting too deeply into that topic in this post, just remember that at the very least, make sure it’s helping somebody.
Tomorrow: 25 useless taglines from brands that should know better.
And in a startling development, purchase a new company has chosen this day to steal GM’s thunder after GM’s unveiling of the “230” campaign for the Chevy VOLT this morning. The big news: this upstart is launching a new vehicle that has been proven to go 100 miles further than the Volt with a single gallon of gas.
Last week there was widespread (and agency-fuelled) speculation about the meaning of the mysterious “230” campaign. AdAge managed to uncover that the source was General Motors, diagnosis but not much beyond that. Well, this morning Twitter is abuzz with the answer: 230 is the EPA-verified mileage per gallon for the new Chevy Volt. (Translation for the rest of civilization: that’s old fashioned for “97.78 kilometers per litre“). S0 5000 km (3107 miles) on a 50 litre tank? Not so fast…
The mystery campaign featured this graphic. The clues are all there (but no GM /; Chevy branding) Green + Electric + MPG + announcement date (today)
Interesting Brand Strategy and positioning notes:
GM 2.0. Of course, this is a huge stake in the sand to demonstrate to the public that GM is plugged in, tuned in to the green energy karma, and turning a big corner (does the 11 stand for “Chapter?). The Chevrolet brand seems to be the flag bearer for this, although the VOLT is being branded as a stand-alone portfolio brand. But is this just a smoke screen to mask deeper problems at America’s favourite Welfare recipient? Many think so.
Big splash for a rock that hasn’t hit the water yet. This is a clever way for GM to build hype for a very expensive little car that won’t hit showrooms until November next year – possibly much later. 230 mpg is a clever hook to attach to the Volt, and a tough claim for competitors to beat – for now. But will it live up to the claim? That’s the big question. 230 sounds great, but if the public gets turned off by the fuzzy dice being used in the numbers, this could blow up in their face.
Note the *slightly* evasive language (“tentative” “draft” “expects”) around what 230 actually means, as GM says that the mileage is based on “draft EPA federal fuel economy methodology for labeling for plug-in electric vehicles”. Which means that they’re weighting the new standards to shorter trips with frequent plug-ins and more city driving. So no, you can’t drive across the country on a single tank. I’ve seen apples-to-apples estimates of 100+ mpg using the old system. Not as much “wow”, but easier to back up – and less likely to create backlash.
The car is being categorized as an “extended-range electric vehicle” using “flex-fuel” which are interesting plain language descriptors – when the acronym “EREV” and the term “E-Flex” that have been used to label both concepts from early in the development process. One wonders if the GM team is developing more trademarkable proprietary terms that will be unveiled closer to launch.
More information
Chevrolet boilerplate – note the heavy “green-washing” of the language
Chevrolet is one of America ‘s best-known and best-selling automotive brands, and one of the fastest growing brands in the world. With fuel solutions that go from “gas-friendly to gas-free,” Chevy has nine models that get 30 miles per gallon or more on the highway, and offers three hybrid models. More than 2.5 million Chevrolets that run on E85 biofuel have been sold. Chevy delivers expressive design, spirited performance and provides the best value in every segment in which it competes.
This boot camp is for all managers and executives with marketing, PR, or communication responsibility–whether in technology, government, not-for-profit, or other industries. Basically, if you manage a brand and want to learn how to manage it for maximum connection and value (for your customers and for yourself) this boot camp is for you.
Morning Session provides theory, practical case studies, & tips
This seminar provides a great overview of three important topic areas for all Brand Managers:
What is a brand, and why is it important? You’re being branded one way or the other; we’ll help you take control.
The building blocks of brands. How to analyze, develop, and leverage the different facets of corporate strategy to ensure that your brands are making the right promises, and following through.
Brand management. How to use the brand elements and marketing tools at your disposal to manage your image in the minds of consumers. How to be a brand stickler without being seen as a “brand cop”. How to get your colleagues to live the brand.
Reason 2: afternoon workshop (only for full-day participants)
Afternoon workshop (available only to full-day bootcampers) is more interactive, and involves hands-on critique of your brand.
In this smaller-group setting, you’ll get a chance to apply the theory from the morning to your brand and get help from other participants and the workshop leaders. The workshop will allow you to do a point-by-point inspection all the aspects of your brand. But note that the afternoon is for active participants only; be ready to give and take constructive feedback.
Reason 3: Take-aways
All participants will receive 1) Beg to DIFFER Brand Strategy Workbook plus, full-day participants will also get 2)a personalized assesment of your brand strengths and challenges.
Reason 4: Beautiful setting
Nepean Sailing club is at 3259 Carling Avenue, just West of Andrew Haydon Park – only a short drive from downtown and Kanata. This venue offers stunning scenery and a relaxed atmosphere – we took the photo below from just outside the conference room. It’s the perfect place to spend a late August day gearing your brand up for the fall. Google Map here.
Boot Camp will be held at the beautiful Nepean Sailing Club - 3259 Carling Avenue on Lac Deschênes near Andrew Haydon Park
Reason 5: don’t take our word for it
“I thoroughly enjoyed the day and want to thank you and your colleagues for your efforts. I believe this seminar is a definite requirement in the Ottawa area and you have already put in place many of the cornerstones to build on to make this a truly awesome and interactive event for new and seasoned brand management professionals.”
Dan Chaput Director, Marketing Communications
March Networks
Big splash for a rock that hasn’t hit the water yet. This is a clever way for GM to build hype for a very expensive little car that won’t hit showrooms until November next year – 
