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.
Hilton: Travel should take you places
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.
Lockheed Martin: We never forget who we're working for
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.