Mercedes-Benz: new brand identity

[Merc1]

For information, the motto of Mercedes-Benz has been given by Gottlieb Daimler: "Das Beste, oder nichts". It means, like Oscar Wilde said "I want nothing, but the best".

I thought it was "The Best or Nothing"?

M

 

[coolraoul]

Yep, it has the same meaning. I find Wilde's word beautifull, that's all. The exact traduction is indeed The Best or Nothing, but...
I think they won't use any motto. They used some, but not always. They need to clarify it, and imo the best solution is: Mercedes-Benz. It says enough. It is such a powerful name that a motto is really not needed.
I hope this new brand identity, the same in the whole word, will establish this "no-motto politic" of Mercedes-Benz.

 

[Merc1]

I agree, a "slogan" or "motto" likely isn't needed, but in this day and time even Mercedes-Benz has to have a catch phrase for those who don't know the detailed history behind the brand.

M

 

[Tarek]

Mercedes-Benz.

It should be just that,i've never seen a more known and established car like it .

 

[SDNR]

I want them to go back to "Engineered Like No Other Car in the World". That was the tagline for the W124 and R129 and I loved it.

M

I like that too ....but I wonder if it really has the same impact in todays market.

"Engineered Like No Other Car in the World" is a very pragmatic slogan.
"The Star always shines from above" is much more abstract and poetic.

I think it clearly demonstrates Mercedes' now places a much greater emphasis on image and perceptions of prestige rather than on the technical aspects of the brand. In an ever-increasingly competitive environment where Mercedes-Benz, perhaps, no longer stands head and shoulders above its competitors in terms of quality or engineering, it still has great metaphysical advantages over its competitors. Mercedes-benz's brand image is still arguably the most universally coveted in the world ...but it's brand image is also one of the most multi-faceted in the world; respected by Kings, Tycoons, gangsters, rich and poor alike. In many ways it is a classless brand, but always a highly regarded symbol of quality and prestige ...and most importantly, universally open to a myriad of cultural (and various sub-cultural) interpretations. Mercedes is seldom 'out of place' in any context.