Sloganalysis® Benchmark Guidelines

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

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 8: It should be competitive

This means that the line should work across a series of advertising executions. It should have some shelf-life. Then you could have a dozen different ads or commercials, each with its own unique story, with a single common tagline that supports them all, like these:

American Express Card:

Do you know me?

(Endorsements by famous names who are not readily recognizable.)

Blackglama Minks:

What becomes a legend most?

(Big stars flaunt their mink coats - but not any more, they don't!)

Dewar's Scotch Whisky:

They're doers.

(Profiles of interesting people who just happen to drink Dewar's Scotch.)

Hamlet Cigars:

Happiness is a cigar called Hamlet.

(Potpourri of aggravations for which the tranquilizer is lighting up a Hamlet.)