Sloganalysis® Benchmark Guidelines

SLOGANALYSIS® BENCHMARK GUIDELINES
BASED ON 'THE ART & SCIENCE OF THE ADVERTISING SLOGAN'
by Timothy R. V. Foster

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Art and Science Article
	Introduction
benchmark menu
1.	It's memorable
2.	It recalls the brand name
3.	It includes a key benefit
4.	It differentiates the brand
5.	It reflects the brand personality
6.	It's believable
7.	It's strategic
8.	It's competitive
9.	It's original
10.	It's not in current use by others
Related Links
	Slogan Nomenclature
	Sloganalysis®

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CLIENT COMMENTS >> MORE

BENCHMARK 6: It should be believable

Poetic licence is allowed. Even exaggeration:

Fix-All Liquid Cement:

A million and one uses.

Heineken:

Heineken refreshes the parts other beers cannot reach.

Whitman's Sampler chocolates:

A woman never forgets the man who remembers.

But you can go over the top...

Cadbury's:

Nobody knows Easter better than Cadbury's

Haagan-Dazs:

It's better than anything.

KFPM (radio station):

The World's Biggest Little Station

Old Gold cigarettes:

Not a cough in a carload.

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