Isn’t that also true for a slogan? Your description of the name and your reason why you accept the name is nearly identical to the definition of a slogan:
“A slogan is a memorable motto or phrase used in a clan, political, commercial, religious, and other context as a repetitive expression of an idea or purpose.
The Oxford Dictionary of English defines a Slogan as “a short and striking or memorable phrase used in advertising.”[1] (Stevenson, 2010) A slogan usually has the attributes of being memorable, very concise and appealing to the audience.[2] (Lim & Loi, 2015). These attributes are necessary in a slogan as it is only a short phrase usually and therefore it is necessary for slogans to be memorable, as well as concise in what the organisation or brand is trying to say and appealing to who the organisation or brand is trying to reach.”
wikipedia/slogan
If not transporting what “…the company is aspiring to achieve.”, what is the purpose of a slogan then? What is the intention of a T-Shirt with a logo or a slogan? In my eyes a slogan is a somewhat extended name. And if the slogan contains the name, and even repetetive - the better,
Yes and no. Yes, the slogan provokes the perception that the Fairphone is fair, and that it is the only phone that is fair.
No, concerning the implicit idea of your post that the people would take that for real: This “trick” is widely known and well recognized, and nobody takes it for a definite fact. Therefore I named the slogan “eye-twinkling”.
Sure, and I did not want to provoke the impression that it was your intention to end the discussion. It was just the last post concerning this slogan, and posts which are based on moral aspects by nature claim to be definite and therefore tend to finish discussions (as every answer with a different opinion is automatically immoral). Again: I don’t think that you intended that.
However, moral is of a very high importance, and moral concerns have to be taken seriously. And claiming Fairness is not compatible with wrong (unfair) statements. That means: The slogan is great in my opinion, but the question remains indeed whether it is justified.
I am a Newbie here, I like the idea of being fair, and I see that Fairphone is obviously doing something which I like, and in some fields they are at least trying to improve the situation. They have a moral aspiration, and as far as I can see, they are trying to achieve what they state. And I think they are far ahead of other companies, which seem to do not much in regard of fair production.
In my opinion this justifies to claim to be more fair than others.
But you have a different meaning, and I am always willing to learn. Thus I would appreciate if you could give your reasons in more detail, this would allow a better founded judgement.