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

Art and Science Menu
Introduction
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
Sloganalysis®

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11. A slogan should be simple

Remember, the endline is what you want the punter to 'get'. So KISS (keep it simple, stupid!).

Not like these:
City of Dresden: An economic epi-centre where high tech meets baroque.
Hotel Ana, Singapore: Highly strung grand pianos, relaxed guests. Not the other way round.
Fireman's Fund Insurance: Inventor and scientist make dreams come true; the insurance man keeps nightmares from happening.
Iberia Airlines: The best connections in the world mean nothing if an airline forgets the human one.

But like these:
Blackpool: More than just a front.
Larkspur Landing Hotel: Home suite hotel.
Lloyd's Life Insurance: Cash if you die, cash if you don't.
British Airways Concorde: You leave. Arrive before.

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