Brand Slogans - Strategy, Vision and Haiku
Brand Slogans – strategy, vision, story telling and poetry. Haiku in 15 words or less.
When people speak of brand slogans and jingles it seems to conjure up the innocent days when bread cost 5 cents, milk was delivered to your door. A bygone era - cute and catchy - but quaint and naive.
But for all the good the new personalized communication tools are for marketers, a well crafted brand slogan can be exceptionally powerful. When they work, they capture the essence of the brand, its desired uniqueness/positioning in the market and even hint at the brand promise being made.
A brand slogan is not a tag line. A tag line is what you get if you fail. Taglines are one of the first things to change as soon as a new marketing or agency team or on the assignment. A slogan on the other hand is more enduring. It becomes the clarion call for the brand. The great ones take on a life of their own often receiving extended coverage from the media, popular culture and talk around the water cooler.
To have a great brand slogan you have to capture the voice, personality and soul of the brand promise that will embed itself deep inside the mind. Think of strategy, vision, story telling and poetry all coalescing in space and time to remind us of something important.
The following are a few of my favorite brand slogans:
New York Times - All the news that's fit to print.
Amtrak - See America at see level.
Avis Rental Car - We're number two. We try harder.
General Electric - We bring good things to life.
M&Ms Candy - The milk chocolate melts in your mouth - not in your hand.
NYSE - The world puts its stock in us.
UPS - Moving at the speed of business.
John Deere - Nothing runs like a Deere.
Kodak - Share moments. Share life.
L’Oréal - Because I’m worth it.
Michelin - Because so much is riding on your tires.
NyQuil - The-nighttime-sniffling-sneezing-coughing-aching-stuffy-head-fever-so-you-can-rest-medicine.
Smith Barney - We make the money the old-fashioned way—WE EARN IT.
Oscar Meyer - I wish I were an Oscar Mayer Wiener.
Oscar Mayer - My bologna has a first name, it’s O-S-C-A-R.
MasterCard - There are some things that money can’t buy. For everything else there's MasterCard.
Canadian Blood Services - Blood. It’s in you to give.
Dofasco - Our product is steel. Our strength is people.
A wealth of others can be found at the sites listed below.
http://www.scribd.com/doc/11748/Historyofbranding-com-Famous-Brand-Slogans
http://www.adslogans.co.uk/hof/2top10.html
http://en.wikipedia.org/wiki/Brand_slogans
http://adage.com/century/index.html
http://historyofbranding.com
http://www.taglineguru.com/sloganlist.html
