Trip Wire Magazine compiled a list of company slogans that they think are “catchy and creative.”
Having read the list, I’ve concluded that slogans are usually empty statements that need to be supplemented with a good product, interesting advertising, et al..
If read or heard in a vacuum, slogans seem like words uttered by a paranoid schizophrenic. In short, Slogans are meaningless and usually sound crazy.
Let’s play a game: Read all of the following slogans consecutively. This will allow you to empathize with crazy people.
Your World Delivered ATT
Swiss Avant Garde Tag Hauer
Keep Going and Going Energiser
Don’t Be Evil Googles Slogan Tag Hauer
Delighting You Always Cannon
See what I mean?
…I mean, “we.”
Slogans are nothing without a great logo and advertising campaign and of course, a quality product. But if you feel your product would benefit from a slogan then at least follow these rules:
- Identification. A good slogan must stay consistent with the brand name either obviously stated or strongly implied. It’s better to include the name of your business to it.
- Memorable. Some of the best taglines or slogans are still being used today, even though they were launched several years ago.
- Beneficial. Reveal your purpose and benefits of the product by conveying the message in consumer language. Turn bad into good. Suggest the risk of not using the product. Create a positive feeling for the consumers.
- Differentiation. In an overcrowded market, companies on the same industry need to set themselves apart thru their creative and original tagline or slogan.
- Keep it simple. Use proven words and short keywords. Though one word is usually not enough.
Image Source: Just Do It.