Many years ago there was a TV commercial that ended with the words, “Fit the best”. They have never used this since, but can you recall who it was? I did as soon as I read the line and therefore wanted to share the spirit of the article I was reading about slogans.
This slogan did what it was meant to do – propel them to the top of a market that had quite a negative perception at the time.
The slogan was effective as it meant something and focused on quality. Competitors of theirs have been successful since but many focus on slogans based specifically around price. Both approaches have been effective and both attracted the market they were targeting.
Another slogan example is “We’re getting there” from British Rail. While this was a big TV campaign at the time, we could argue this was a strange tagline to run because they are effectively admitting they haven’t got where they want to; bearing in mind most people complain about trains being late. Although is there a level of honesty to the slogan that people connected with, because they are saying they know what improvements need to be made?
Another example which made me think was Peugeot. Should you talk about ‘The Drive of Your Life’ when you’re selling, what could be considered, a ‘middle of the road’ car. In contrast, clever Duster adverts focused around a cost effective normal car and they played on the things it isn’t and doesn’t have rather than trying to oversell.
The key thing to take away from this article is don’t boast and don’t lie in your slogans/messages. It will bite you eventually, whether it’s via customer refunds, losing loyalty or because the Advertising Standards Authority insists you withdraw your ad which will cost you a lot of money.
The purpose of the slogan is to leave an important and accurate brand message in the mind of the target audience to create buying confidence, sales and repeat business.
Some of our favourite slogans!
- “Just Do It” – Nike
- “Melts in Your Mouth, Not in Your Hands” – M&M
- “A Diamond is Forever” – De Beers
- “Think Different” – Apple
- “Designed for Driving Pleasure” – BMW
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