Comments on: Why Taglines Get A Bad Reputation – Bridgestone Tire

By: Gary James

Gary James — Tue, 20 Oct 2009 16:08:48 +0000

Do you mean “Bad” or “Bed?”

By: BIG Kahuna

BIG Kahuna — Fri, 17 Jul 2009 23:42:21 +0000

Of course, a tagline is a part but look what a great one can do?

By: Benjamin

Benjamin — Fri, 17 Jul 2009 20:50:21 +0000

I think you are right in saying that Bridgestone Tires has a weak tag line. However, I do not think a tag line is the “one change” to differentiate a company from others. If that is the only differentiating factor between company A and company B, there is a big problem! A company that sets itself apart from its competitors starts from the core, from the vision of the company, and the message and culture is spread and continually evolving through its employees.

By: stylus

stylus — Tue, 07 Jul 2009 14:45:40 +0000

Hey there,

Yes I’ve often wondered what’s the point of taglines like that, unless they give a description of the service then surely the company should have a reputations anyway? For example, it’s ok that GQs tag line is ‘Fashion, Girls, Travel, Cars’ because it tells you about the company. Mc Donald’s “I’m lovin’ it” isn’t great, but everyone knows what it sells anyway.

By: Eric

Eric — Mon, 06 Jul 2009 17:54:21 +0000

Could the Bridgestone tagline be defensive? I still remember the brand as one infamous for product defects (recalls).

Being passionate about excellence might be a code word for ‘unquestionable quality’ and for those who don’t have the memory of their recalls, it might hint at high performance. At any rate I think the thinking might be to head off any question about their product quality (sheesh!)

Volvo, of course, is a great brand, they really own the word “safety”. The marketing guy who wanted them to be known for “overpriced boxes” no longer works there.