Salt Lake Tribune | 1914-02-17 | Page 10 | Studebaker Company Traces Its Byword

STUDEBflKER GOUflPlf TRACES ITS BYWORD Haulers of advertising the world over arc familiar with many of tho short, pithy phrases which one comes to associate asso-ciate with various commodities. Moat people can name off-hand a dozen of the best known. As a rule, they arc something some-thing more than well-worded sentiments in favor of tho poods. Sometimes one of thorn is almost photographic In us production pro-duction of the moving sentiment of a whole manufacturing and sales fory.0. This convincing ort of slogan Is. In fact, the one which the reader hears longest '"As'often as not. these slogans arc the result of accident. Some dealer or customer, cus-tomer, bv one of those happy turns ot speech, voices his belief In a product. The wise salesman hairs of ll.5fecognlzes its value, and the phrase becomes known the world over. , For ."omo time the Studebakcr advertising adver-tising has featured the pfcraso, Buy it because it's a Studobaker ' fatudebnker officials are often asked where this sentiment senti-ment was first phrased in its adopted form. They admit that they do not. know. One of their dealers Insists that It was first heard in his salesroom from the lips of a Studobaker owner who had escorted a friend, to his store and was helping the salesman in his proof of Studobaker superiority. A Studebakcr traveling representative insists that he brought such an incident back from one of his trips and toiu it to a number of friends. At the South Bend Studebakcr headquarters there are veterans vet-erans who Insist that "Buy it becauso It's a Studebakor" dates back, in Us first application, beyond the days when automobiles auto-mobiles were known as horseless carriages. car-riages. "Whatever Its origin. It has become be-come a focus of Studebakcr sentiment to which every member of the organization often looks, consciously or unconsciously, In his day's work. Tho first rough sketch mado by a Studobaker engineer is all the better for the fact that the engineer knows that people will be buying its embodiment In steel "Becauso It's a Studebaker." The same sentiment is in the minds of tho manufacturing department, and many a workman takes additional prldo In tho efficiency of his machine, tho output of which commands a market "Because it's a Studebakor." 7n the sales organization the slogan has still a different meaning. There it symbolizes Studebakcr soivlcc Men who own Studobaker cars say "Buy it because It's a Studebakcr" to their friends, basinc the aKlce not only on the performance of their own cars, but also on the fact that they themselves have tested Studebakcr service and know that it Is prompt and satisfactory. Of course these sentiments animated tho Studebakor organization long before the slogan was ever set up in cold type. "Wcro this not true, It novcr would have beon born- Its summary, however, into six crisp, expressive words lias crystallized crystal-lized all this sentiment and -has made 11 an expression of creed for the whole Studebakcr organization, and a promise which binds to it fulfillment. With the Studebaker plan of advertising advertis-ing sales and manufacture all based on this slogan, there is an animating purpose pur-pose for the whole Studebaker organization organiza-tion a purpose which permeates all Its monv an automatic adjunct. The slogan, "Buv it because it's n Studebaker," may have been first exploited as a sales help. It has proved of even more value, however, how-ever, as an expression of the spirit of organization. As long as It continues to live up to this sentiment, tho Studebakor company can justly feel assured of continued con-tinued and sustained buelness success.