I was just reading some past issues of Dan Kennedy's No B.S. newsletters. In it, a section on a company called Timken Company.
They had new information that they had their publicist submit to the press. Which was then reported by local business newspapers as, I kid you not, important information. And that important information was....a new slogan.
As it was stated in the newspaper:
"Timken Company has adopted a new slogan, 'Where You Turn.' The new tag line replaces 'Worldwide Leader In Bearings And Steel.' |
Company officials said it reflects a greater emphasis on finding solutions
for customers as well as Timken's broader product line and the rotation of its bearings."
Dan Kennedy's response...
"Just in case you miss the point: slogans don't sell ball bearings, especially when the slogan is completely and utterly meaningless, delivers no hint of a USP or benefit, does NOT represent anything the officials of the company said it does, and could be used by anybody: a car wash, Queer Eye For The Straight Guy Clothing Stores, a ballet school, or manufacturers of drills, drill bits, oil drilling equipment, tires, etc. How can people running big companies be so embarrassingly dumb?"
My response, more proof a bunch of [big] companies are dumb. So if you are reading this and still have doubts on whether or not you can help companies better market themselves and make more money, remember this thread. Remember that a lot of money went into coming up with that "new slogan".
Btw, the newsletter I read this in was from June 2005. I just checked Timken's website. Still has "Where You Turn" on it...right beneath their name. Amazing they still somehow manage to profit being this dumb.