What does the slogan “the best or nothing” mean for Mercedes-Benz? Here’s a quick look at the history of the slogan and how it translates to the product strategy of the brand in the past and present. “The best or nothing” has been the Mercedes-Benz battle cry for over a century. The phrase was first coined in an advertising campaign in 1902 wherein it perfectly encapsulated the brand’s philosophy of offering only the very best products to its customers, which is relevant up to this day. This no-

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