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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Introduction

In his book, Creative Advertising, Charles L. Whittier says a slogan:

"...should be a statement of such merit about a product or service that it is worthy of continuous repetition in advertising, is worthwhile for the public to remember, and is phrased in such a way that the public is likely to remember it."

To which we add:

The purpose of the strapline (slogan, claim, endline, signature, etc. - click here to see slogan nomenclature) is to leave the key brand message in the mind of the target. It is the sign-off that accompanies the logo. It says "If you get nothing else from this ad, get this..!"


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