An effective slogan or tagline helps to express the difference your brand makes over to competitors in a concise and easily memorable way. It’s not just a matter of a ‘nice catchy’ phrase. The best slogans set you apart from competitors and create an expectation about what (functional, emotional, social) experience a brand will give you:
- Disneyland – The happiest place on earth.
- Holiday Inn – Pleasing people the world over
- BMW: the ultimate driving experience / Sheer Driving Pleasure
- TATA Indica: More car per car.
- FIAT Linea: Admiration guaranteed.
- Everything We Do is Driven By You –Ford
- The toughest 4 letter word on wheels.-Jeep
- Kerala: God’s own country (immediately I envision a garden of Eden!)
- Karnataka: One state, many worlds
- Walmart – Save Money. Live Better.
- Making India Beautiful – Big Bazar
Effective slogans are inalienable The strongest brand essences and, therefore, slogans are not exchangeable. They really differentiate. You cannot just stick it on a competitor. The tourism campaigns of Kerala state ‘God’s own country’ is a good example of this. It would be a bit alienating if the desert-rich Emirates would use it.
If you notice a slogan does not help to distinguish the brand from its competitors, it is of little value. Does this help me choose?:
- Booz Allen Hamilton : Delivering Results That Endure
- AT Kearney: Ideas that last
Mediocre slogans are interchangeable with any brand. They don’t communicate any difference. You can put them on each brand in a certain market. They promise to be something generic; they are unspecific in what difference to expect. As a result, they do not help customers choose.
- “Who shall I now prefer? Am I better off with SAS ‘Air travel with a difference’ (what difference?) or Iberia ‘more than just flying’ (more of what)?
- The tourism campaign of Madhya Pradesh promises ‘Everything is possible’. But everything…That’s a lot…
Do yourself a favor, stay away from empty promises like ‘Grandma Strawberries. More than Strawberries alone’.
Make it easy memorable Try to be as concrete as possible. How many people will understand Edelweiss slogan: Ideas create. Values protect? The easier the meaning, the more easily memorable your slogan will be.