“It’s irreverent and suggests the Millennial lifestyle of defining your own identity,” - Leeann Leahy, (president of The VIA Agency).

The new tagline seems to be responding to well researched and identified gaps in the brand's market... but comes across too literal.

This is a noteworthy example of bad brand language, that makes you question the accuracy of some high-end brands when it comes to a prominent selling point. The well renowned brand Parker Pen came up with the slogan, that was at first thought to have been inoffensive “It won't leak in your pocket and embarrass you”. 

However, once this slogan was translated into Spanish, the team behind the translation mistook the verb “embarazar” to mean embarrass when in fact it means to impregnate. Turing the translated slogan into “It won’t leak in your pocket and make you pregnant”.

 

“Good Luck” as a saying is a part of the Uzbekistan national symbol, the Uzbekistan Airways aircraft are painted in colours reflecting their symbol of peace and good luck, which translated into Uzbek is “Ok yul.”

So, given the cultural significance “Good Luck” on the Uzbekistan Airways billboard makes complete sense. However when translated into European and American culture this filled their passengers with dread. Luck isn’t something you want to feature on internal or intercontinental flying and resulted a 1.9% decrease in passengers almost instantaneously.

 

Their tone of voice is informal, genuine and friendly. They are consistent and recognisable across all forms of marketing and communication; they have a consistent tone of voice across all social media channels, promotions, advertising, and the barista’s conventional style in which they interact with customers in store. They have almost created a lingo with their unique language in naming drinks, and in doing this they have transformed purchasing coffee into an experience. 

The communication from this company definitely needs improvement, especially with the visual representation of the overall campaign with having a better representation of body types. With inclusion being one of its core values, they really missed that mark in the 2014 campaign.

In my opinion I would classified this as a bad example because of the suggestion of the problem solver. “Eat away your feelings” miss the mark of why they are the best product but instead plays on people hard life and  mocking there choices, giving excuses for owning up for there “adult” responsibilities.

Although throughout the years the Frosted Flakes tagline has changed, it has now gone back to the original use of the grrr, to once again reflect the mascot. This creates a clear visual image in the audience's mind when they think of the brand or hear the tagline. To me, Frosted Flakes’ slogan is one that is not only timeless but one that creates a good representation of the brand and product. An authentic, memorable message that captures the brands essence effectively. 

Although the advert was only shown in a gym in Germany to begin with, due to the help of social media there was soon a huge uproar over its disrespectful and offensive attitudes to women. There is no need to explain why people were so offended by this tagline as it ultimately shows no thoughtfulness towards its female audience. It's safe to say that the advert was very far from the mark and not a risk Reebok should've taken, shortly after the mass amounts of backlash the advert was pulled, followed by a very apologetic message from the company. 

This slogan is a bad example of brand language as is controversial language, this subconsciously encourages the customer to make links between skin colour etc when the product isn’t referring to that. The line on the advertisement doesn’t link to the product as its advertising an invisible deodorant. This ad refers to a colour which isn’t easily marked by deodorant, and there are many better ways of highlighting the invisibility of deodorant than this. 

With the tagline they acknowledge the challenge of keeping up with the ongoing trends, but also show that they’ve cracked the code of never having to worry about that as their brand has been a doubtless choice for sustainable, well-made and truly excellent quality clothing from the very first days of Levi’s. Their tone of voice is very calm, but firm. Though it's quite long, and you might not remember it word by word, reading it once is enough for you to take away and remember all that's necessary. You know you can trust them - both their words, and their products. They invented the blue jean nearly 150 years ago, and I bet there’s never going to be another brand that could take their place (and they probably know that very well)

The new slogan still lacks context however the words used are more relatable and can be associated with many things even outside of sports as everybody faces the challenges life throws at us, and so instead of admitting defeat we must strive through it to achieve our goals no matter how difficult they are. 

Uproar commenced on social media and Vice President Budweiser made a statement about its intention and went on to say it was referring to “spontaneous fun” and apologised, it’s difficult to believe this statement as the sentence alone causes some feeling of vigilance and surprise. The slogan was changed, and Budweiser were accused of promoting rape culture.