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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17. A slogan should not prompt a sarcastic or negative response

These do:

Delta Airlines.
We get you there.

("I should certainly hope so.
Do I get my money back if we crash?")
We want you to live.
("And the Flibberty's Fine Funerals line must be
'We want you to die'!")
FileMaker software.
What's your problem?
("It don't work!")
Eastern Airlines.
We have to earn our wings every day.
("I've heard of short-term financing,
but this is ridiculous!")
Is that a Playtex under there?
("Sexist pig!")

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