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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26. It could be trendy - All in a word

There area two trends in slogans these days. One is the single-word line, such as exemplified here:

Budweiser:

True

Hankook Tyres: Driven
IBM: Think
Irn-Bru: Different
Rover: Relax
United Airlines: Rising

It could be trendy - All in three words (or three terse ideas)

It is hard to deliver a complex message in a single word, so that brings us to the other trend - the triple threat...

Air France:

New. Fast. Efficient.

British Gas: Energy. Efficiency. Advice.
ICI: World problems. World solutions. World class.
Jaguar: Grace... Space... Pace...
Marks & Spencer: Quality. Value. Service.
And of course...

AdSlogans.com:

Check. Create. Inspire.

It could be trendy - The twenty most frequently used words in slogans

We thought it would be interesting to see which words were the most prevalent in slogans, so we delved through the AdSlogans.com database.

Omitting such words as 'the' and 'and', etc, here's what we found. The percentages represent the number of lines using that word out of the total number of lines.

1.

you

11.15%

2.

your

7.94%

3.

we

6.03%

4.

world

4.18%

5.

best

2.67%

6.

more

2.54%

7.

good

2.43%

8.

better

2.12%

9.

new

1.90%

10.

taste

1.85%

11.

people

1.54%

12.

our

1.49%

13.

first

1.42%

14.

like

1.41%

15.

don't

1.36%

16.

most

1.19%

17.

only

1.16%

18.

quality

1.15%

19.

great

1.13%

20. choice

1.08%

This is not the end. Consider it a "PAUSE"...

Creating names and slogans

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