When I think about great advertising slogans, catchphrases and taglines that move me to action, I can’t help but to look to the automobile industry for inspiration. Maybe it is something about these beautiful machines taking hairpin turns at 100 mph or the fact that in certain cars 130 feels like 55 on a back country road. Whatever the case, this industry has nailed it when it comes down to “Moving You Forward” (That was Toyota right there.). Here are a few of my favorites:

  • “Never Follow.” — Audi
  • “Unlike Any Other.” — Mercedes-Benz
  • “The Relentless Pursuit of Perfection.” — Lexus
  • “Porsche, There is No Substitute.” — Porsche

What I find in these slogans is not mere words, but an ideal that says that this product we have created doesn’t just transport you from one location to the next, but rather it is an entire experience that you are able to engage with along the way. And this is the case in our very lives from a position as business and personal brand agents… What drives us? And what is that thing that drives others towards us? Is it because we are people that “Never Follow.”? Or could it be the fact that there simply is “No Substitute.” for who we are and what we innately do.


Tony Rouse