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The Evolution of an Advertising Slogan

The key factor that drives the need for a new slogan is the intent to produce new advertising.

New advertising is most often developed when:
  • A brand's advertising undergoes change at its current agency.
  • A brand's advertising undergoes new thinking at a new agency.
  • A new or revised brand, product or service is introduced.

Creative Brief
Most advertising agencies have a comprehensive account planning process which typically involves answering the following questions:

  • What is being advertised?
  • To whom are you advertising?
  • What do you know about your audience?
  • What do you want them to do?
  • What can you say that will get them to do that?
  • How will you know it worked?
  • What ideas might work?
  • What is your tone of voice?
  • What is your key message?

Slogan Steps

    1. Research the Brand Category
    2. Understand the Brand Owners
    3. Check out the Competition
    4. Develop the Message
    5. Complete the Message
    6. Evaluate the Message
    7. Coordinate into one simple package
    8. Overcome regulatory denial of approval
      9. Create new slogan

      10. Register your new slogan

Where we come in

    1. Research the Brand Category
  • "What's the big picture? Who are the key players? What do they say?"
  • Our Solution - BizCheck
  • Lists lines in a particular brand category alphabetically and chronologically.
    2. Understand the Brand Owners
  • "What makes the key players tick? Where do they stand?"
  • Our Solution - Database of Mission Statements
  • Reviews corporate culture and strategic intent of key players in the category.
    3. Check out the Competition
  • "How does the brand's message compare with competition?"
  • Our Solution - PosCheck
  • Compares brand positioning in a given category. Shows main themes and gaps.
    4. Develop the Message
  • "We're brainstorming ideas for a new line. How can you help?"
  • Our Solution - TermCheck
  • Checks uses of specific terms, concepts or ideas for brainstorming.
    5. Complete the Message
  • "How can we find out if our new line is in use?"
  • Our Solution - LineCheck
  • Checks prior or current use of a proposed new endline.
    6. Evaluate the Message
  • "How can we measure the line's effectiveness?"
  • Our Solution - Sloganalysis’
  • Assesses content of slogan against 25 critical benchmarks. Provides basis for comparison.
    7. Coordinate into one simple package
  • "How can we carry out all the appropriate steps in one simple, manageable process?"
  • Our Solution - TotalCheck
  • Provides all our slogan development services in one cohesive package at one low price.
    8. Overcome regulatory denial of approval.
  • "How can we attempt to get approval to a line when it has been denied?"
  • Our Solution - TermCheck
  • Reports on other approved uses of the same sort of concept as a precedent, to seek a reversal.
    9. Create new slogan
  • "How can we develop an effective new tagline in minimum time at minimum cost?"
  • Our Solution – SloganMaker
  • Provides self-administered questionnaire and system to help planning and development of a new line. Timothy R. V. Foster 2002

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