Taglines, straplines, endlines or slogans. Just some of the names given to that short sharp phrase that people associate with a famous product or service. “A great slogan should be seven words or less” the experts say, which probably reflects our abilities of concentration and our memory skills.
A slogan outlines your brand’s benefit to the consumer. VB tells you that the cold icy beer is great “for a hard earned thirst”. Nike tells you to “Just do it”, Apple tells us to “think different” while if you are looking to rent a car, “Let Budget drive your dollar further”. See lines don’t just tell us about a brand, they practically tell us how to think. If ever you think your brand doesn’t need one, maybe 10 of my favourites for the world’s most successful brands may change your mind. Can you guess which brands they’re for:
1. Don’t leave home without it
2. Just do it
3. Melts in your mouth, not in your hand
4. Finger-lick’in good
5. It keeps going and going and going
6. Good things come to those who wait
7. Snap! Crackle! Pop!
8. Let your fingers do the walking
9. Volvo. For life
10. Beanz meanz heinz
But be careful. Sometimes a brand can get it so bloody wrong. Just ask Tourism Australia when they asked “Where the bloody hell are you?”
Mike, what about the most famous and recognised brand in the world – Coke is it!
Although I think they’ve missed the mark on their latest slogan Live on the Coke Side of Life. Don’t think its strong enough to have the right impact.
The big stationery store in the USA “STAPLES” uses the line “That Was Easy”…and so many times we have shopped there and caught ourselves saying “that was easy”….now that’s a good slogan. And you can download an ‘easy’ button from their website for your desktop. Now that makes life easy…. http://www.staples.com/sbd/cre/marketing/easybutton/download.html