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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19. A slogan should not be negative

Publishers will tell you that negative book titles don't sell. It is my belief that negative advertising is hard to justify.

Notice how boring all the negative electioneering is in general elections. The voters just want to turn off.

Here is a group of lines that don't profess good tidings:

Northern Ash:

Lung cancer doesn't come in extra mild.
Meat & Livestock Comm: Slam in the lamb.
Bacardi Spice: Distilled in hell.
Lea & Perrins: Steak sauce only a cow could hate.
Hungry Joes: Bad news for baked potatoes.
Tennents Pilsner: It's good, but not that good.
Triumph TR 7: It doesn't look like you can afford it.

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