14 famous company catchphrases that bit the dust
14 famous company catchphrases that bit the dust
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A memorable motto or slogan can be a super-powerful marketing tool. But as brands evolve, their old corporate catchphrases aren't always fit for purpose, despite being ingrained in the minds of millions of customers around the world.
Read on to discover 14 totally unforgettable company mottos that have been consigned to history, and why...
Don’t be evil – Google
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Google's original motto was first mooted in 1999 by in-house engineer Amit Patel before making its debut in 2004. "Dont be evil" is all about avoiding conflicts of interest and being as objective as possible, but the motto eventually became ammunition for critics of the company. In 2012, Google announced it would be tracking users across all platforms, sparking a media and public backlash. Amid accusations of hypocrisy, Google parent company Alphabet quietly dropped “don't be evil” in 2015 in favour of “do the right thing”. But that hasn't stopped the old catchphrase from coming back to haunt the business...
Don’t be evil – Google
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In fact, three former Google employees filed a lawsuit against the company in 2021, alleging it had breached its own motto and therefore their employment contracts. The trio claimed they were fired for raising concerns about the tech giant's decision to consider selling cloud technology to US immigration authorities, saying they considered the potential contract "evil" and a violation of Google's policy of "acting honorably and treating each other with respect."
Move fast and break things – Facebook
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Facebook's motto has likewise evolved over the years. In its early industry-disrupting days, the trailblazing social media site used the slogan "move fast and break things" but as the company matured, the motto was changed to the less destructive “move fast and build things.”
Move fast and break things – Facebook
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In 2014, Mark Zuckerberg announced a new motto: “move fast with stable infra(structure)”. It wasn't the catchiest mantra ever, but the phrase was meant to encapsulate Facebook's newfound sense of responsibility and eagerness to build upon a solid foundation. Now the company is known as Meta and, perhaps having learned from Google's mistake, doesn't seem to have a slogan at all – although "move fast" remains one of the business's six corporate values.
Finger lickin' good – KFC
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Finger lickin' good – KFC
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“Finger lickin' good” was used in KFC advertising for decades, but in 2011, the fast food chain decided it was time for the slogan to kick the (bargain) bucket. The phrase's greasy connotations didn't gel with KFC's healthier makeover, and, although it's still firmly embedded in the public consciousness, it was dumped for the more virtuous “so good”.
Maybe she's born with it. Maybe it's Maybelline – Maybelline
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Maybelline's famous slogan was devised in 1991 by the marketing team of New York investment company Wasserstein Perella & Co. "Maybe she's born with it. Maybe it's Maybelline" helped nail the brand's reputation for flawless, natural-looking make-up. But after 24 years, the motto's magic was apparently wearing off...
Maybe she's born with it. Maybe it's Maybelline – Maybelline
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By the mid-2010s, the slogan had become much-parodied and Maybelline's parent company L'Oréal decided it was time for a change, plumping for the empowering “make it happen” in 2015. The swap was clearly a resounding success for Maybelline, which enjoyed impressive growth the following year.
What can brown do for you? – UPS
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UPS launched its biggest-ever print and TV advertising campaign in 2002 with the slogan “what can brown do for you?”. The fifth tagline in the logistics company's history, it was coined by The Martin Agency in Richmond, Virginia.
What can brown do for you? – UPS
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As you might expect, the slogan was lampooned and sparked countless toilet jokes. UPS eventually abandoned the tagline, claiming it was too vague. In 2010, the company replaced it with “we heart logistics”, which was created by Ogilvy & Mather Worldwide.
Don't leave home without it – American Express
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Don't leave home without it – American Express
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Have it your way – Burger King
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Have it your way – Burger King
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Because I'm worth it – L'Oréal
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Because I'm worth it – L'Oréal
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Guinness is good for you – Guinness
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Guinness is good for you – Guinness
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In fact, Guinness was lauded for its perceived health benefits and was even prescribed by doctors in Irish maternity hospitals to expectant and new mothers. By the 1980s, advertising regulations had tightened, forcing Guinness to dump the slogan, but many people still swear by the drink as a tonic – in moderation, of course.
Two all-beef patties, special sauce, lettuce, cheese, pickles, onions, on a sesame seed bun – McDonald's
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Two all-beef patties, special sauce, lettuce, cheese, pickles, onions, on a sesame seed bun – McDonald's
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Lipsmackin', thirstquenchin', acetastin', motivatin', goodbuzzin', cooltalkin', highwalkin', fastlivin', evergivin', coolfizzin' Pepsi – Pepsi
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Lipsmackin', thirstquenchin', acetastin', motivatin', goodbuzzin', cooltalkin', highwalkin', fastlivin', evergivin', coolfizzin' Pepsi – Pepsi
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Fair and balanced – Fox News
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Fair and balanced – Fox News
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Got milk? – Milk Processor Education Program (MilkPEP)
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Got milk? – Milk Processor Education Program (MilkPEP)
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Always the low price. Always – Walmart
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Always the low price. Always – Walmart
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The motto stood Walmart in good stead for more than 20 years, but in 2011, the monster chain went upmarket and wanted to highlight its premium product ranges. To mirror this brand repositioning, the motto was changed to “Save money. Live better”.
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