I recently saw on the side of a truck the slogan for a company: “Delivering the American Dream.” Before I say which firm uses this, some thoughts on what kinds of companies this could fit:
-Take the first part of the slogan: “delivering.” Could this fit a major delivery company? Imagine this as the slogan of UPS or FedEx; would it fit as they delivery so many different items to people?
-The second part of the slogan references “the American Dream.” This could refer to housing and the suburbs. (And I did spot this slogan in the suburbs.) Could a house be delivered or could it refer to some essential parts of homes (furniture, appliances, etc.)?
-The whole phrase suggests the American Dream can be delivered. This is a big promise. As noted above, the Dream can be symbolized by tangible objects but it is also an important ideology encompassing multiple factors.
Time for the reveal: this is the slogan of 84 Lumber. Here is part of the company’s history on their website:
Founded in 1956 and headquartered in Eighty Four, Pennsylvania, 84 Lumber Company is the nation’s largest privately held supplier of building materials, manufactured components, and industry-leading services for single- and multi-family residences and commercial buildings.
The company operates 310 facilities which includes stores, component manufacturing plants, custom door shops and engineered wood product centers in 35 states. 84 Lumber also offers turnkey installation services for a variety of products, including framing, insulation, siding, windows, roofing, decking and drywall.
In the early days, founder Joe Hardy, in conjunction with his two brothers, Norman and Bob Hardy, and family friends Ed Ryan and Jack Kunkle, pooled together $84,000 in funds to purchase land and buildings for a new “cash and carry” lumberyard. The idea was that customers would pay by cash or check and if merchandise was unable to be “carried” out, an additional charge was implemented to have the item personally delivered…
Since then, 84 Lumber experienced exceptional growth, powered by Maggie’s vision to expand, and evolve the business. With tenacious leadership, and the 84 Lumber team’s true passion for their company, a new 84 Lumber emerged from tough economic times to become the powerhouse it is today. Now, 84 Lumber is a certified national women’s business enterprise and has held a spot on the Inc. 5000 list of America’s fastest growing companies for several years in a row. The company hit $7.9B in sales in 2021, and increased to $8.78B in 2022.
The slogan does indeed refer to the single-family home and other buildings. They deliver some of the essential components of structures that many Americans use without any knowledge of where the materials came from.
If any company could live up to this slogan, this seems to be a good fit. While other companies could make a good claim with other goods and services, a close connection to single-family home construction connects closely to the American Dream.