A Brand Tarnished

There are certain brands with which people identify: Starbucks. Harley-Davidson. Tiffany. They are perfect brands because they have a distinct identity.

Magazine ads cost Big Bucks. Proofreaders cost little bucks.

While I don’t personally own a Trane air conditioner, if I was in the market for one, I’d probably buy a Trane. Why? Trane’s ad slogan has a play on words I’ve always admired:  “You just can’t stop a Trane.”

This new ad is, shall we say, clunky. Reversed-out, all-caps on a red background? Yeesh. They’ve broken every design rule in the book even before we get to the extraneous apostrophe, which takes a white leap off a red page like an inverted shaving nick.

Nice Trane’s Finish First? Really? Sorry, but why mess with perfection? Replacing “train” with “Trane” was simple and lovely. Replacing “guys” with “Trane” doesn’t work in my book.

Or this one.



Filed under apostrophe

5 responses to “A Brand Tarnished

  1. kathryn mccary

    “. . .a white leap off a red page like an inverted shaving nick.”

    Oh, nice phrase! Unlike what Trane’s advertising agency came up with, which is indeed clunky.

  2. Laura

    I haven’t a clue as to what “Nice Trane’s finish first” (with or without its apostrophe) could possibly mean.

  3. Amy Armbruster

    I see I’m not the only one who really likes your turn of phrase, “inverted shaving nick.”

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