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Secret to Branding: A Great Slogan

TODAY’S BUZZ TIP | August 14, 2009

I’m a huge fan of Mad Men, the series on AMC.  It’s sleek, chic and decadent.  I mean all that blatant smoking, drinking and sex.  It’s also about advertising.  And while slogans are more thought of within the advertising world, they are equally if not more important in PR.  Advertising/marketing companies get paid thousands of dollars to develop a powerful slogan, one that will communicate a company’s message and achieve consumer retention in as little as three words.  Just think of Nike’s “Just Do It“.  In three little words it communicates what Nike is all about, motivating people to be active and hopefully buy their products in the process.  For a slogan to be effective, less is more.  The less words, the easier it is for the consumer to remember it.  Being concise and precise makes the most effective slogan but getting those words right is the catch.  Very few can get it right but once they do, it’s like magic.

Here are some of my favorites:

Nike: Just Do It
GE: We Bring Good Things to Life
AT&T: Reach Out and Touch Someone
BMW: The Ultimate Driving Machine
Barnum & Bailey Circus: The Greatest Show on Earth
Kellogg’s Rice Krispies: Snap, Crackle, Pop!
NYT: All the News That’s Fit to Print

And here are the Top 10 Slogans according to Advertising Age:

TOP 10 SLOGANS OF THE CENTURY

1. Diamonds are forever (DeBeers)

2. Just do it (Nike)

3. The pause that refreshes (Coca-Cola)

4. Tastes great, less filling (Miller Lite)

5. We try harder (Avis)

6. Good to the last drop (Maxwell House)

7. Breakfast of champions (Wheaties)

8. Does she … or doesn’t she? (Clairol)

9. When it rains it pours (Morton Salt)

10. Where’s the beef? (Wendy’s)

Combine that slogan with a great logo and you have a powerful combination and a platform to build your brand on a large scale.

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