By Nick Aziz
Friday, Mar 10th, 2006 @ 8:52 am
 
Break through. Like a rock. Let's motor. Drivers wanted. The ultimate driving machine. Zoom-zoom. These memorable, successful taglines are at the heart of marketing programs for Cadillac, Chevrolet trucks, Mini, Volkswagen, BMW and Mazda, respectively. But not every tag lines speaks to consumers. What automaker do these apply to? Dream up. Moving forward. Inspiration comes standard. Designed for action. If you're an auto enthusiast, you might know. But according to Automotive News the taglines of Buick, Toyota, Chrysler division and Pontiac have far less mindshare among average consumers. So what makes a good tag line? It should "telegraph to both the organization internally and consumers externally what the company's about," says Mike Bentley, executive vice president of brand strategy with JWT Detroit.