This slogan - Mercedes-Benz calls it its 'brand claim' - was introduced in June 2010. In German, it is 'Das Beste oder nichts'. In 2009 Mercedes started using the phrase in internal communications as a rallying cry. It is the sound of a company telling itself it must achieve excellence at all costs. In its advertising, it is saying its cars are the best and all the others are, frankly, useless. That 'or' makes it sound imperious, like 'Your money or your life!' or 'Blood or glory!'. Such bombast suggests not confidence, but insecurity. Perhaps that's something Mercedes' customers can relate to.
The Brexit Party leader is 16-1 to lead the country by 2025.
The recruitment pioneer on catching the right bus, the importance of image and why it matters where you keep your cash.
Betting company Smarkets lets employees decide their own workload and salaries.
Vertical farming could help solve the world's food supply and climate change challenges.
Timetable chaos, annual ticket-price hikes and strike action have left commuters questioning whether re-nationalisation could be a solution to our railway impasse.
Ethical business involves a lot more than having a CSR department, says former White Stuff boss Sally Bailey.