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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18. A slogan should not be pretentious

This is the pomposity test.

Try reading the line with the utmost gravity, like an American narrator in a 50's corporate film, giving it the true spin of importance.

Does it sound a bit pretentious?

These do:

  • Kyocera. Doing what others dare not.

  • Churchill. Surprisingly passionate about insurance.

  • The Hair Clinic. Where excellence is an everyday word.

  • Ariel Ultra. Digests the fatty food stains ordinary
    compacts leave behind at 40€.

  • Olivetti. Our force is your energy.

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