In boardrooms across America, the best and the brightest corporate minds spend countless hours trying to come up with the perfect slogan for their corporations. In courtrooms across America, the best and the brightest lawyers earn countless dollars finding new ways to sue those corporations.
So, it's not surprising that so many companies choose their words very carefully when developing slogans, crafting the language to be vague and ambiguous enough that they can't possibly be sued for misleading advertising. On the plus side, no lawsuits; on the minus side, most of today's corporate slogans are complete meaningless gibberish.
This slogan is so bland and devoid of meaning that we have to wonder if the heiress herself came up with it, possibly during her third-grade vocabulary flashcard sessions. Otherwise, we're forced to conclude that the Hilton Corporation simply wanted to remind us what the definition of "travel" was, just in case we were trying to reserve a room in our own homes via the Hilton website.
If you take this slogan's advice and look at it a second time, the only conclusion you're going to come to is that it makes Hilton's slogan look like a gleaming gem of savvy marketing.
Also, why is a corporation whose business model boils down to, "People will overlook a lot of nasty shit if you're the cheapest in town" asking consumers to take a closer look? Are we supposed to be taking a second look at the stained, frayed bedspreads? Should we be re-examining the ridiculous price of Pringles in the mini bar? Or the drunk convention-goer who pressed all of the buttons on the elevator before heading to his room to order pornography? We suggest Holiday Inn "look again" to Snoop Dogg and Chingy for a catchier slogan.
Given his history of heroin abuse, band breakups and moments of being cradled tenderly by Duff McKagan in the "Fall to Pieces" video, we might expect Velvet Revolver lead singer Scott Weiland to forget who he's working for. We're less enthusiastic, however, that a company building missiles and fighter jets is reminding us that they didn't black out and sell F-22 Raptors to the North Koreans after a night on the town.
You've heard it so many times, you may think you know what this slogan means. But if you're one of the lucky folks who've actually read an insurance policy from beginning to end, you'll know that most words are left purposely ambiguous in the event that you get hit by a bus and your insurance company isn't excited about footing the bill.
The same holds true for State Farm's slogan. Because let's face it, the meaning of "good neighbor" probably depends on which neighborhood you live in. A "good neighbor" in Detroit may be someone who considerately waits until you're out of your house before shooting you. In a college frat house, a good neighbor might be someone who buys you a six-pack of Old Milwaukee to apologize for slipping you a roofie and giving you a pubic beard. It's probably safe to say you don't want any of these good neighbors "there," watching your house float away during the next major flood.
While essentially telling your customers to continue breathing may seem to be setting a low bar for marketing goals, it should be noted that this slogan is undeniably better advice than telling today's young Americans to live Lindsay Lohan's life.