The Art and Science of the Advertising Slogan
by Timothy R. V. Foster

Art and Science Menu
A Slogan SHOULD:
1. Be memorable
2. Recall the brand name
3. Include a key benefit
4. Differentiate the brand
5. Impart positive feelings for the brand
6. Reflect the brand's personality
7. Be strategic
8. Be campaignable
9. Be competitive
10. Be original
11. Be simple
12. Be neat
13. Be believable
14. Help in ordering the brand
A Slogan Should NOT:
15. Be in current use by others
16. Be bland, generic or hackneyed
17. Prompt a sarcastic or negative response
18. Be pretentious
19. Be negative
20. Be corporate waffle
21. Make you say "So what?" or "Ho-hum"
22. Make you say "Oh yeah??"
23. Be meaningless
24. Be complicated or clumsy
And Finally...
25. You should like it 
26. Trends in slogans
Related Links
Slogan Nomenclature

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9. A slogan should not be usable by a competitor

In other words, you should not be able to substitute a competitive brand name and use the line. For example, 'My goodness, my Murphy's!' just would not work, but 'A company called TRW' could be a company called anything. Let's look at these characteristics in more detail, illustrating the points with more examples.

So many slogans have absolutely no competitive differentiation. You could add any brand name to the line and it would make sense. And this often is proven by how many users of a line there are.

One of the most overused lines in the database is 'simply the best' and its variations:

American Legend:

Simply the Best.

Amiga: Simply the best.
Aspen: Simply the best.
Binatone: Simply the best.
Bishop's Nissan: Simply the best.
Duet: Simply the best.
Edinburgh Woolen Mills: Simply the best.
HME Firetrucks: Simply ... the best.
Jaystone & Associates: Simply the best.
Kuoni: Simply, the best.
Lee Lohman: Simply the best.
MGM Auto Group: Simply the best.
Northeast Sailplane: Simply the best.
Radio Cambridgeshire: Simply the best.
Sanderson Farms: Simply the best.
Sunshine Flights: Simply the best!
True Digital: Simply the best.
Woolacombe Bay Hotel: Simply the best.

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