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April 18, 2006 12:03 AM

Broken: Rite Aid slogan


Rite-Aid's slogan is broken: "With us, it's personal."

Isn't that a bit aggressive?


Rite-Aid, let's take this outside.

Posted by: =David at April 18, 2006 12:10 AM

what is that a picture of? a receipt?

Posted by: gmangw at April 18, 2006 12:15 AM

omfg mod grandparent up funny

Posted by: Disoriented Slashdotter at April 18, 2006 12:50 AM

Rite Aid: We breaka you face

Posted by: abcdario at April 18, 2006 12:59 AM

This is a company motto. While you may not like it, it's hardly broken. C'mon people, can't we get back to the good old days of truly "broken" stuff, instead of these nit-picky garbage posts?

Posted by: Hugh G. Rection at April 18, 2006 05:40 AM

Hugh's name is broken.

Posted by: ___________ at April 18, 2006 08:55 AM

I agree with Hugh.

Posted by: Joe at April 18, 2006 10:56 AM

Hey, Hugh and Joe, the header says this site is "A project to make businesses more aware of their customer experience, and how to fix it." If people are being turned off by Rite-Aid's motto (and I don't blame them), then that's a broken customer experience.

Posted by: E.T. at April 18, 2006 11:48 AM

Maybe this slogan was created in response to the Walgreens debacle where a few pharmacists were using a notes field in their database to write mean things about their customers, not knowing that it showed up on the customer's paperwork:

Now THAT is broken!

Posted by: WillF at April 18, 2006 12:51 PM

HOLY CRAP! Lately, on every single post there is a comment about something being "NOT BROKEN". If it wasn't broken, why the heck is it up here?!

Posted by: NCeJ at April 18, 2006 01:39 PM

HOLY CRAP! Lately, on every single post there is a comment about how all these upstart "not broken" comments are broken! It's nothing new, dude, check out the archives if you don't believe me. The slogan is pretty dumb, all right, especially considering that Rite Aid is actually about as personal as RJ Reynolds & Co. The family-owned pharmacy in my hometown was personal. "With us it's personal" gave old Mr. Scruggs the option of either selling out or competing with a Rite Aid across the street.

Posted by: Ron Mexico at April 18, 2006 02:08 PM

NCEJ, it's OK to debate whether something is broken or not. Mind you, some of the "not broken" apologists tend to reach way too far.

This is a good case in point. Some may think "with us, it's personal" is a valid way to empathize with a customer (and for those who do, welcome to your opinion but I advise you to get more of a life).

Others look at taglines like this and think either or both of (1) it's ridiculously insincere or (2) I don't WANT Rite-Aid thinking or feeling anything personal about me.

Posted by: Pat at April 18, 2006 02:21 PM

Ron - right as usual. Although I have to add, by way of irony, that it was the Rite-Aid in my town that recently went belly up. Maybe that's what they mean (It's personal to me... I already have to work at a Rite-Aid; if that goes under, next career move is McDonalds).

Posted by: Pat at April 18, 2006 02:25 PM

WillF wins for the link.

Better a broken slogan than broken sensitivity to others.

Posted by: game kid at April 18, 2006 03:08 PM

Well, yeah. I guess you can debate it on here... Ok that is a freakin broken saying because if you look at it from one way, it could still mean the other! Does anyone really know WHY it became RiteAid's official slogan? Maybe there is a hidden mesage or some other motive!

Posted by: NCeJ at April 18, 2006 03:09 PM

This time, it's personal.

Posted by: Paul at April 18, 2006 04:44 PM

The thing is... this is broken isn't personal &

I'm often amazed that folks get uptight about anything posted here. Relax & enjoy :-)

Posted by: relax, don't do it! at April 18, 2006 09:37 PM

First: slogans are dumb and outdated. They used to stand for something that stood for long term brand values. Problem is that brands now change their slogans so often that it just becomes more noise in the marketing message. Result: all slogans are broken except those that have stood the test of time and are still used.

Second: If the new agency for these guys is asked to create a slogan, why not make it snarky? It's a comment on the idea of slogans being broken by making it provocative. The ad guys are saying, in effect, we think slogans are rubbish but if the client is going to make us create one, let's do what Tony Soprano would do. Bada Bing!

Posted by: koz at April 19, 2006 10:23 AM

You think with that slogan, they'd be the Italian Mafia...

Posted by: Master Chef at April 19, 2006 01:05 PM

I read your e-mail.

Posted by: joe at April 22, 2006 02:55 PM

They treat the people that work at rite aid like dirt

Posted by: Joedirt at May 9, 2006 07:12 PM

The motto stands only for the rite aid company How much can they get from you the people for our pockets

Posted by: joedirt at May 9, 2006 07:29 PM

The motto stands only for the rite aid company How much can they get from you the people for our pockets

Posted by: joedirt at May 9, 2006 07:30 PM

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