No wonder Honda chooses to emphasise dreams rather than reality. The global slogan, adopted in 2001, derives from one of founder Soichiro Honda's sayings: 'One must keep on chasing one's dreams.' It features prominently in every Honda ad and on every billboard. But those tell a different story.
They show fine engineering being used, not to evoke the fantastical visions of the night, but to make routine journeys that little bit more stylish.
Mixed messages and non-specific aspirations rarely hit home. Indeed, a survey in 2003 showed that fewer than 1% of Americans associated the expensively promoted slogan with the Japanese car company. Now what's that thing that happens to dreams?