Yamaha speaks from the heart
Brace yourself – Yamaha Motor has unveiled a new corporate slogan to complement its latest management strategy. It's heartfelt, too...We love a good company slogan here at Bikesales Network – especially when one hails from Japan and has inevitably been through a somewhat protracted evolution from Japanese idea to English text.
Admittedly, Yamaha Motor’s latest slogan – ‘Revs your Heart’ – isn’t the cultural equivalent of a train wreck it could have been, but there are still plenty of giggles to be had in the official Yamaha Motor press release.
Apparently the slogan goes hand in hand with a new brand statement: ‘Empowered by a passion for innovation, we create exceptional value and experiences that enrich the lives of our customers’. Yamaha says it's also set to deliver increased levels of ‘Kando’.
Never heard of Kando? Fortunately a footnote explains all. Kando is “a Japanese word for the simultaneous feelings of deep satisfaction and intense excitement that we experience when we encounter something of exceptional value”. Of course – so it means ‘being stoked’.
‘Revs your Heart’ isn’t the first time Yamaha has been down the passion route – a bit over a decade ago the slogan was ‘Touching your Heart’ – but at least the boys in the boardroom kept it simple. That couldn’t be said, however, of motorcycle leathers manufacturer Kushitani, which some years ago came out with this gem: ‘We are fond of riders’ spirit, advance eternal towards horizon line’. Ah yes, the miracle of marketing…
What do you think of Yamaha's latest slogan? Can you offer any alternatives? We'd love to hear your thoughts...
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