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Battle of the (worst) brand slogans
 

Timberland Ad

When we first saw this spot for Timberland outdoor gear, we were pretty impressed by the visuals. Unfortunately any sensation of enchantment quickly faded upon exposure to Timberland's tragic slogan "Make it better." Whatever was going through the minds of the people who came up with this slogan is unknown to us, but one thing is for certain, it certainly wasn't marketing related. Not only is the slogan vague and leaves the reader momentarily questioning exactly what it was referring to, but it is also devoid of any emotional charge whatsoever. Even the smallest tweak such as "made superior" would vastly improve such a weak slogan. Timberland marketing staff hang your heads in shame.

The second runner up for the worst brand slogan of 2006 is the Taiwan based high tech firm ASUSTEK (ASUS). They make computer parts and are very well known for their high quality motherboards. Fortunately, they are less well known for their aweful slogan "Rock Solid - Heart Touching." Yes, it hurts us deep inside to think that somebody actually approved that for the American market. Asus takes second place because unlike Timberland, English is not their first language, so we're giving the ASUS staff a break.

Asus's rock solid heart touching slogan

If any of you out there spot a super lame slogan, please send it our way at info@ad-titude.com we love to hear from you guys.

  
 
2006-10-24
 
  POST A COMMENT  
 
 
  Posted by: shuttergirl 2006-10-26 16:09:06  
  Title: speaking of bad...  
   
  I agree that Make it Better is lacking in "punch" but I have to say that Made Superior wouldn't do it for me either. I think that big claims are often disregarded and garner a "yeah right" reaction. They should have come up with something clever... isn't that what agencies do?

btw - you have to find the CLR tv commercial. It kills me everytime I see it. They got this "tough" sounding guy to talk about how great it is, then his voice softens, his eyebrows arch and suddenly he is so gentle as he says - "is made from natural ingredients" then he morphs back into tough guy, crinkles his face and makes a fist as he goes back to saying how tough the product is. God forbid people think that those natural ingrediants make it a wimpy cleaner... whoever directed him for this ad is the worst!!!
 
 
 
  Posted by: bADazz 2006-10-28 12:07:20  
  Title: Made Superior  
   
  You are right, "Made Superior" isn't much better than the first.  But if you consider the market it's not terrible.  Timberland is well made and pricey outdoor gear for outdoorsy people who will pay a premium for a product that is made superior.  I agree that it is still a weak slogan though.

What surprises me is that Timberland never touts its community work and the work of Jeffrey Swartz, who makes a huge effort to promote social responsibility within and outside of Timberland.
  

 

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