Question

Copywriters often are asked to develop slogans for a product or service. Select a product or service that you are familiar with, share their current slogan, and then share how you would re-write their slogan to make it more effective.

Answer 1

In business, a slogan or tagline is "a catchphrase or small group of words that are combined in a special way to identify a product or company,"

i) Let us take this one that an airplane manufacturer is using in Forbes?

"Gulfstream. The World Standard."

For me, the problem with the line is that it's completely generic. You could just as well say:

"Fidelity Investments. The World Standard."
"Intel. The World Standard."
"Harry's Hamburgers. The World Standard."

Because "The World Standard" is generic and works equally well (or poorly!) for any company, I think it's very weak.

2) What do you think about this tag line?

"The Land Rover Experience."

Same problem. You could say "The Crest Toothpaste Experience" or flip it and say "Experience Crest Toothpaste" or expand it and say "Experience Crest Toothpaste. The World Standard."