In addition, the aim of this slogan is to build cars that will appeal to both American and European consumers by using a common design theme.
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Hard by this slogan are more icons of Scottish nationalism, such as the Monymusk Reliquary, a casket which was carried into battle against the English at Bannockburn by Robert the Bruce.
And what does this slogan actually say, anyway?
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But Sullivan's own view of his work was much richer than this cryptic slogan suggests.
While this is indeed good slogan making, how true actually is this?
This is a slogan that we are proud of and we will pursue very seriously our efforts in order to bring about peace in the Middle East.
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The company said upon unveiling the new slogan earlier this month that creative executions would begin occurring during the first quarter of the year.
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"This time, their slogan is 'Turn grief to strength' and they're paying much more attention to business and the economy, " said a veteran official at one of the biggest Chinese cross-border trade companies.
This is not just a marketing slogan: all products, from heart defibrillators to coffee machines, must become easy and intuitive to use.
In this environment, we need a different slogan, one specially crafted for a viral age.
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"Please consider the damage we have done if a court overturns this act and its protection all because we wanted a good slogan instead of a good law, " Cramer said.
With a slogan that reads "burgers on the side, " you know this is a place serious about its spuds.
Apple's unofficial slogan, "It Just Works, " took a beating on this one.
"Nobody should trade this way, " said one angry chat room note, spoofing the firm's own slogan.
Others, this time in the West, are asking whether responsibility to protect will ever be more than an empty slogan.
This relentless form of creativity is nicely exemplified by the legendary graphic designer Milton Glaser, who engraved the slogan "Art is Work" above his office door.
Reading a succession of lifestyle poems is a reminder that in this century the poetical image and the poetical epigram have had to compete with the photograph and the advertising slogan.
Earlier this year, the government proposed changes to the 457 system alongside the "put Aussie workers first" slogan that many saw as aimed undercutting the perception that the opposition's policies were more Australia-friendly.
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This advert has cleverly tied up the name of the product and the name of the character in the slogan - "Brains perform best when they're hydrated" - but in fact it could be for pretty much any product.
This month a prize was awarded to the winner of a government-sponsored competition for the best baby-promotion slogan.
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