Razor Branding Blog

Moving Forward?

Toyota

There have been some great taglines in advertising history.  Positioning statements that achieved advertising greatness.  A few of the more notables include:

7-Up - The uncola

AllState - Are you in good hands?

American Express - Don’t leave home without it.

Apple - Think Different

Bounty - The quicker-picker-upper

Burger King - Have it your way

Dairy Board - Got milk?

DeBeers - A diamond is forever

Disneyland - The happiest place on earth

Fedex - When it absolutely, positively has to be there overnight.

Greyhound - Leave the driving to us.

Las Vegas - What happens here, stays here

M&Ms - Melts in your mouth, not in your hand.

MasterCard - There are so many things that money can’t buy.  For everything else there’s MasterCard.

Maxwell House - Good to the last drop.

Memorex - Is it live or is it Memorex?

Nike - Just do it

Secret - Strong enough for a man but made for a woman

Walmart - Save money.  Live better.

These have all worked very effectively to best position the companies.

Toyota however seems to have missed the memo on picking a good tagline.  As a company that is testifying before Congress about stuck accelerators, is “Moving Forward” really the best choice?

Unless their goal is to provide the opening monologue for Jay Leno’s new Tonight Show, they should have picked a tag that wouldn’t expose them to so much potential mockery.