What do you think of this tagline?

[MihadAli]

what did you want to let people know?

[FarahW]

I assume you mean your campaign tagline and not your company's slogan

Actually, that you came up with the "We're not #1; that's why we work harder" is very interesting. In the early 80's Avis actually ran a similar campaign that garnered a lot of attention. Their premise was that they were #2, so they worked harder trying to play catch-up as compared to #1 (which was Hertz). They highlighted the fact that they worked harder so things like the ashtrays in the car would always be clean, etc.

Of course Hertz retaliated with a campaign that went along the lines of "When you don't have the same number and quality of cars and return points, what do you focus on? Cleaner ashtrays. Right."

It was actually a very interesting parry of advertising genuis.

Lots of big brands do it.. Like when 7-Up tried to market against Pepsi and Coke as being the "Uncola". However, like others have pointed out, it definitely needs the right strategy and a backstory to work before it can become a campaign slogan

[Justin Bruce]

iinet have excelled at this, riding on the hate major telcos (no name) they have positioned their campaign as proud to be number 2. Supported also by Nike's brilliant campaign "to stay number 1, train like you are number 2". The thoery is that number 2 tries harder and therefore delivers more. Go for it!

[sweetbeats]

I dunno, I think I prefer 'we are growing fast' as a theme..... like, Australia's fastest growing printing service + your growth is our growth. Meaning, we will work hard for you so we can all live long and prosper etc (lol)

[infoesource]

I agree with Chris. It offers nothing and tells them what you are not rather than spark an interest in your business.

I don't like it. More negative than positive to me. I think with work you could make it work, but as it stands it doesn't portray much value.