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In Reply to: I really liked "Find Your Own Road", Caarma [Profile/Gallery] , Wed, 16 Jul 2008 21:37:12

The tagline on a brand should convey brand identity, but ideally also some of the brand promise--what you get when you buy the product.

"Find Your Own Road" described the brand well. In my opinion, it appealed to individualistic types or people who didn't want cars that look and feel like everything else on the road.

Some other brands do (or have done) this pretty well:
BMW: The ultimate driving machine
Lexus: The relentless pursuit
Audi: Never Follow
Chevy Trucks: Like a Rock

I think the current "Born From Jets" line is totally lame and says just about nothing. Sure, it tries to point to Saab's roots in aircraft, but does anyone (other than some old-school Saab loyalists) really care? The ads look nice, but since I don't race fighter jets in my car very often, all they are is glossy BS.

The "State of Independence" had potential but was poorly defined. Could have worked but it wasn't pushed very hard. They had an ads that said that in the State of Independence every car is turbocharged. This was nice, but only sold the feature, not the benefit.

Saab desperately needs a new ad agency that has some imagination.

• What advertising message appeals to you?, Allan, Wed, 16 Jul 2008 16:07:46
  • Thursday nights for a Saab sponsored show..., oldsaab, Mon, 21 Jul 2008 14:42:21
  • Saab, common sense engineering, Savary , Thu, 17 Jul 2008 19:46:26
  • Now is the time to talk turbos and fuel efficiency..., Caarma , Thu, 17 Jul 2008 10:32:28
    • I just saw a 9-3 vert ad..., B Millar , Thu, 17 Jul 2008 19:39:40
    • Indeed it is!, Noel, Thu, 17 Jul 2008 14:51:56
    • Re: Now is the time to talk turbos and fuel efficiency..., Allan, Thu, 17 Jul 2008 13:41:46
      • I like your advertisement ideas :) n/m, Savary , Thu, 17 Jul 2008 19:29:21
    • They are talking turbos and fuel efficiency..., bam2, Thu, 17 Jul 2008 12:36:09
      • Re: They are talking turbos and fuel efficiency..., Caarma , Thu, 17 Jul 2008 13:16:56
  • The commercial that stands out the most for me, Allan, Thu, 17 Jul 2008 10:05:51
  • "Drivers Wanted", Rod , Thu, 17 Jul 2008 09:00:20
    • Re: "Drivers Wanted", Dan-O, Thu, 17 Jul 2008 12:29:29
  • designed for performance, John in Bismarck, Thu, 17 Jul 2008 06:09:22
    • Great Line! and ads could show that, Noel, Thu, 17 Jul 2008 09:12:47
  • Appeal to Logic, No Snaab, Thu, 17 Jul 2008 05:14:49
    • Second this, boramiNYC, Thu, 17 Jul 2008 10:13:06
  • Pipe smoking, tweed jacketed quirky guys from NASA..., Railhead , Wed, 16 Jul 2008 21:13:51
  • i loved Born From Jets, Scott Paterson , Wed, 16 Jul 2008 21:09:29
    • someone is spending *some* money on advertising..., oldsaab, Mon, 21 Jul 2008 14:41:11
    • I really liked "Find Your Own Road", Caarma , Wed, 16 Jul 2008 21:37:12
      • Re: I really liked "Find Your Own Road", RobsSaab, Thu, 17 Jul 2008 09:41:12
      • Ditto!, Noel, Thu, 17 Jul 2008 06:06:37 <-- Viewing This Message
        • Re: Born From Jets & Find Your Own Road, Henri L, Thu, 17 Jul 2008 08:00:44
      • Me too!, No Snaab, Thu, 17 Jul 2008 04:45:35
  • Swedish Bikini Team, John T, Wed, 16 Jul 2008 21:09:09
    • Old Milwaukee, Gene N , Thu, 17 Jul 2008 04:40:45
  • I must admit, Swedish women are pretty hot! (nm), turrbo , Wed, 16 Jul 2008 20:15:27
  • Anything with dogs esp. chocolate labs. I like dogs. nm, michael p, Wed, 16 Jul 2008 19:59:26
  • Understated, linear style has always been a hallmark, Lawrence, Wed, 16 Jul 2008 18:26:01
  • I would make it educational, Scaniac, Wed, 16 Jul 2008 17:50:12

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• Prev by Date: [Message moved: NO, IT'S NOT A COMMON PROBLEM - N/M], B Millar, Thu, 17 Jul 2008 05:56:54
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