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 9: It should be original

In advertising, originality is king. A new way of sending a message can set a brand apart from copycats and also-rans:

Heinz:

Beanz Meanz Heinz

Knirps:

You can break a brolly but you can't k-nacker a Knirps.

Mail on Sunday:

A newspaper, not a snoozepaper.

New York State:

I

New York

Take beer. You can bet the brief calls for the brand to be seen as refreshing. So what do we get? Here:

Bud Ice:

Extreme refreshment.

Budweiser:

Refreshingly different.

Calders Cream Ale:

Creamy, smooth, refreshing.

Hamm's:

Hamm's the beer refreshing.

Pabst Blue Ribbon:

For keener refreshment.

Pabst Blue Ribbon:

Refresh! Rejoice! Remember! Pabst gets the call.

And then one day, came:


Heineken:	Heineken refreshes the parts other beers cannot reach.

...followed, after many years, by...


Heineken:	How refreshing. How Heineken.

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