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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13. A slogan should be believable

Poetic licence is allowed. Even exaggeration:

Fix-All Liquid Cement: A million and one uses.
Heineken: Heineken refreshes the parts other beers cannot reach.
Whitman's Sampler chocolates: A woman never forgets the man who remembers.

But you can go over the top...

Cadbury's: Nobody knows Easter better than Cadbury's
Haagan-Dazs: It's better than anything.
KFPM (radio station): The World's Biggest Little Station
Old Gold cigarettes: Not a cough in a carload.

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