How many times has this scenario taken place in a meeting between a company and their ad agency… The company says, “Our company is simply the best”. The uncreative and obsequious ad agency comes back with a new slogan… SIMPLY THE BEST. If the budget is high enough, they may even recommend using the 1989 Tina Turner song. The company loves it. The campaign is rolled out. Sales remain flat. A Google search on “Simply the Best” turns up over 2 million pages. Thousands of companies use it as a slogan, headline or tag line, yet the only company that comes to my mind is HBO which used it from 1990 to 1992. If you are tempted to make a marketing campaign around a trite, overused phrase that means nothing to anyone, don’t do it.
Simply the Best
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