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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21. A slogan should not be a "So what?" or "Ho-hum" statement

These are:


It outsteps its own great traditions!

("So what?")
Izod Lacoste: We are what others pretend to be.
("So what?")
Staffordshire Building Society: A real building society -- mutual since 1902.
("So what?")
Neither should it make you say "Ho-hum" and turn the page, like these do:

Currie Motors:

Nice people to do business with.

Tetrad (loose covers): Visit your Tetrad stockist and discover the Tetrad lifestyle.

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