• AOL Autos , Wednesday, February 3, 2010 10:29 AM

Writing in her "Slash Marketing" blog, Julie Roehm mulls over the news that Chevrolet is ditching the "An American Revolution" tagline it introduced in 2003 on Dick Clark's "Rockin' New Year's Eve" program and subsequently built a campaign around. (Instead it will just use its brand names as the tagline.)

Although she was a competitor at DaimlerChrysler at the time, Roehm thought the first ad -- featuring Steppenwolf's "Magic Carpet Ride" -- was very good for several reasons. "The music was classic rock, there was a build-up of anticipation to know what was under the covers, and the tagline was catchy. It was memorable and arguably ownable because of Chevy's deep correlation with 'all-American,'" she writes.

Creating a tagline that's simple, memorable, long-lasting, relevant, ownable, displays your brand's benefit and conveys its spirit is very difficult to achieve, Roehm says. She looks at the results of a survey about the best all-time automotive taglines and rues that few are still around. Then there are the misses -- cute, perhaps, but off target, such as Nissan's "Dogs Love Trucks."

Read the whole story at AOL Autos »