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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14. Does the line help when you're ordering the
product or service, or at least aspiring to it?

Here are some that help:

"I want to have 'the ultimate driving machine'."
"Give me 'taste. Not waist'."
(Weight Watchers Meals)
"'Why fool around with anyone else?'"

Here are some that don't:

"I want a beer that's 'good, but not that good'."
"I want two tickets to Brussels on 'Britain's second
largest international scheduled airline'!"
(Air Europe - now out of business)

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