Advertising Slogans Gone Wild: Scotland,Virginia and DHL

Published: December 9, 2007, 9:57 am

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Advertising slogans are supposed to state the main benefits of the brand. Good slogans, make that great slogans, have a distinct personality of their own and are hard to forget. Scotland used to have such a slogan. It was,"Scotland, the Best Small Country in the World." But that slogan was created by the last party in power and the new government found the slogan offensive saying it was too downbeat and typified the "Scottish cringe." Okay, so I'm not sure I know what "Scottish cringe" is,but I'm assuming it's something to do with an inferiority complex. So much for the back story. After six months and about $250,000 (U.S.) Scotland unveiled its new super duper slogan. It is: "Welcome to Scotland." Oh, and each sign will also include a local factoid like " Home of Golf" and " Home of Europe's Fastest Growing Life Sciences Community." To many, its no more than the advertising equivalent of The Emperor's New Clothes. From the BBC, Responding to the new

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