The Art and Science of the Advertising Slogan
by Timothy R. V. Foster
Art and Science Menu
A Slogan SHOULD:
Recall the brand name
Include a key benefit
Differentiate the brand
Impart positive feelings for the brand
Reflect the brand's personality
Help in ordering the brand
A Slogan Should NOT:
Be in current use by others
Be bland, generic or hackneyed
Prompt a sarcastic or negative response
Be corporate waffle
Make you say "So what?" or "Ho-hum"
Make you say "Oh yeah??
Be complicated or clumsy
You should like it
Trends in slogans
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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'!"
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