Land Rover drops “Courage” tag

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Ford's Land Rover of North America quietly dropped its "Courage" ad tag, which bowed last May in a campaign from agency Omnicom Group's GSD&M, Austin, Texas. A spokesman said "Courage" "interfered a little bit" with the brand's six, longtime, global values. The word "courage," which appeared under the brand's logo, has been replaced in ads with a vehicle name. Separately, the marketer is interviewing to replace Jim Selwa, VP-marketing, who left last month.

Copyright February 2001, Crain Communications Inc.

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