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Cannondale engineers a new tagline - BikeBiz

Cannondale engineers a new tagline

The 'Feel it' tagline will soon appear on all of Cannondale's advertising, packaging, and web sites. The new look uses aluminum silver, jet black and pure white as primary colours, with sunset orange used as an accent colour.
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Cannondale was founded in 1971 (who could ever forget The Bugger?) Not much research was used for the naming of the company: ordering the new company's first telephone line from the call-box at the Cannondale train station, Connecticut, Peter Meyers was asked how the still-unnamed company should be listed. Meyers paused, looked at the station sign, and said "Um...Cannondale?".

Now, research - even for taglines - is mandatory.

Over to Matt Mannelly, president of the Cannondale Brand:

“We did a lot of research among our customers, our dealers and our employees and everyone kept describing these very tactile images. Our smooth welds, the acceleration of our bikes, the light weight of our frames or the fit and comfort of our apparel – all things you can literally feel.

“‘Feel It’ also touches on the crucial intangibles that resonate with our customers like our meticulous ‘Made In America’ craftsmanship, the subtleties of our innovative designs, or our own love of cycling.”

The slogan also speaks to the strong emotional bond between Cannondale and its customers, said Mannelly.

“There’s an incredible sense of passion and community that exists among Cannondale owners. We know customers who have tattooed our logo on their bodies. There’s a Cannondale owner in Massachusetts who named his son Cannondale. We had people fly in from 17 countries for our 30th anniversary Homecoming. The passion people feel for Cannondale is amazing. ‘Feel It’ celebrates that passion and invites and encourages everyone to be a part of it.”

http://www.cannondale.com

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