The Power of a Good Slogan

Although advertising is a very visual industry, do not underestimate the power of the words that accompany your images and media.

One of the most important pieces of text that a company requires is also the shortest! We are of course talking about The Slogan…

What are slogans?

Advertising slogans are short phrases; either created for use alongside a logo as part of the company’s permanent identity (also referred to as ‘tagline’), or newly created for each specific campaign, to be used for advertising a particular service or product at the time – and changing frequently to reflect this.

Their aim is to draw attention to unique selling points or positive aspects of a product or brand. A good slogan is memorable and stays in the mind of the consumer long after they have seen the advertisement.

What makes a good slogan?

• Easy to remember – not complicated or over-the-top.

• Short, simple, direct and clever– depending on the nature of your business.

• Sums up the main benefits of the product or brand, or sells a dream - depending on the nature of your business.

• Pairs well with design and media - when coupled with mnemonic devices such as images and music, slogans have the potential to become iconic.

Great examples of tagline and slogans

Disney World – dream selling

Tagline: The happiest place on earth.

Campaign slogans: I'm going to Disneyland / Where the magic began / Where dreams come true / Happiest homecoming on Earth / The most magical place on Earth.

Apple – product selling

Tagline: Think Different

Campaign slogans: Apple reinvents the phone / the one you’ve been waiting for / color, color and then some more color / the biggerer yet / the most amazing yet.

Get your slogan right and the world will remember your name!