STUTTGART -- A new brand claim using the words "The best or nothing" will be the focal point of Mercedes-Benz's international marketing in the future.
The slogan, which was first formulated by the company's founding father Gottlieb Daimler, will be used in print, TV and online starting June 11.
As part of the image revamp, the Mercedes star -- one of the world's most valuable and best known logos -- gets back its three-dimensional appearance and highly polished chrome finish.
Joachim Schmidt, Mercedes-Benz head of sales and marketing, said the new slogan reflects the carmaker's core brand values of perfection, fascination and responsibility.
Schmidt took his current job last September after his predecessor, Klaus Maier, left the company on short notice. "The strengthening of the brand was a No. 1 priority for me," he said.
With the new corporate identity, Schmidt is revising practically everything that Maier and Olaf Goettgens, Mercedes' former marketing chief, launched in late 2007.
Goettgens flattened the previously three-dimensional star, separated the words Mercedes-Benz from it, and placed it on top in advertisements. Goettgens also initiated an audio logo that has since been dropped after it was criticized in marketing circles.
The audio logo (a boy's voice sing "lululu") was derided because its soundtrack sounded like music that is played in supermarkets. Automotive News Europe sister publication Automobilwoche declared the logo the marketing flop of the year.