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April 21, 2011

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If you're convinced that the people who don't want to buy your product are stupid, then there sure isn't any downside to that slogan.

Or maybe they are sure that people will say, "Hey! I'm not stupid! Therefore I will spend money on your product so nobody will think I am!"

@Class Factotum: The latter, no doubt.

I'm not so sure that using controversial ideology as a marketing slogan is such a good idea. I think you're thinking of this as a bold move, but to appreciate the downside, you'd have to fabricate a similar slogan for a company that you'd never think of doing business with. Suppose your local church (one that you're not attending, I mean) adopted a slogan that said "Why be a moral failure? Join us!" or if a local ChemLawn-type company used the slogan "The only thing that's important is a beautiful lawn!" Would people be incented (ha) to do business with these folks unless they were already ideologically in line with these beliefs?

@Mike: But don't (some) churches take that approach already? I'm thinking of the doom-and-brimstone slogans that warn about the Rapture and such. And fertilizer ads DO suggest that the end justifies the means.

I agree that going negative, as Solon does, is a tricky choice. But even if I weren't in the choir being preached to, I'd admire the slogan's gutsiness and plain-talking style.

Even if it manages to enrage those of a different ideological bent, it's still managed to work its way into the discussion, which is the first order of business for any slogan.

I see it as L'Oréal's "Because I'm worth it" with the aggression level amped up just a bit.

It's an awesome slogan, both for its chutzpah, its distinctiveness, and for its relevance to the services Solon is offering. When you compare it with such banal slogans as "Let's Watch TV" for Dish Network, or "Challenge What's Possible" for Olay - well, there's no comparison.

We'll see how it all plays out... and who's stupid.

1) It costs the German government 1 billion euros per month to subsidize new solar installations.

2) German debt may top 2 trillion Euros by 2013 (source: E-commerce Journal)

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