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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BENCHMARK 7: It should be strategic

Some companies can effectively convey their business strategy in their lines:

BICC Group:

Engineering tomorrow's world.

BT:

It's good to talk.

Dupont:

Better things for better living, through chemistry.

Glaxo/Wellcome:

Disease has no greater enemy.

Hyundai:

From chips to ships.

Union Carbide:

The discovery company.

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