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How to create slogans that leave an impact

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MARKETINGMAG - Issue No.19

”A slogan is a brief message conveying what the brand is about. An effective slogan is one that can easily attract attention.” We have all encountered slogans that stick like glue to our brains and we cannot help but remember the, however there are hundreds, thousands, of slogans that simply do not make the cut.

What makes a slogan effective and impactful? The word “slogan” originated from the Scots word, meaning war-cry. How fitting it is in the marketplace, the use of slogan by brands to differentiate themselves and to transmit the brand message. Basically, a slogan is a brief message conveying what the brand is about. An effective slogan is one that can easily attract attention, implant itself in consumers’ minds and ultimately influence the consumers. Developing a compelling slogan that can trigger a purchase is not an easy task. However there are guidelines, such as:

  1. Keep the slogan simple The message should be clear and easily understood.
  2. Connect to your audience by using emotions Use words that describe the unique experience of the brand and the positive feelings for the consumers. Examples: “I am what I am” by Reebok and “American by birth, rebel by choice” by Harley Davidson.
  3. Put emphasis on the benefits of the brand Communicate the most prominent trait of your brand to clearly mark your differentiation from competitors. Examples: “Think different” by Apple and “Quality never goes out of style” by Levis.
  4. Keep the slogan brief Try not to exceed 10 words in a slogan to strike the right balance between conveying the message and the slogan being easily remembered. Examples: “Melts in your mouth, not in your hand” by M&Ms and “ Share moments. Share life” by Kodak.
  5. Be creative and original Grab attention in a fresh way among thousands of slogans competing for attention.

The following are methods used by the professional in ensuring that the slogans become mental glues: Alliteration. Examples: Once you pop, you never stop” by Pringles and “Don’t dream it, drive it” by Jaguar.

Coined words: These are made-up words. For example: “Everywear” by Menswear and “Absolut Magic” by Absolut Vodka enhance the effectiveness of the message
All the above are various key ingredients necessary in the making of a slogan in order for it to become popular and ensure a competitive edge for the brand.



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