Create Effective Advertising Slogans

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Effective advertising slogans aren’t easy to create. However, when you have a winner, everyone knows it.
And the best ones are on people’s tongues for years. They can even become part of popular culture.
(Think "I'm going to Disney World.")


Here are the keys to developing an effective slogan:

  • It should state the main benefit of the product or brand for the potential user or buyer.
  • It should transcend popular culture – if it’s hip now, it won’t be next month – or maybe even next week.
  • It must create a distinction between it and other firms' products
  • Must be a simple, direct, concise, crisp, and apt statement
  • It can be witty. But be careful not to offend. And attempts at humor often fall flat.
  • It should develop a distinct "personality" of its own
  • Definitely must make the consumer feel something. Evoke emotion.
  • Even better, make the consumer feel a desire or need.
  • Must be hard to forget - whether people like it or not, especially if it is accompanied by mnemonic devices,
    such as jingles, pictures or film sequences on televised commercials
  • Should sound good.
  • Preferably, it should be a double entendre. In other words, have two meanings, both of which have a
    positive impact.
  • Create a feeling of ownership.
  • Create a feeling of exclusivity.


Examples of Excellent Slogans

Here are some examples of excellent slogans. Compare them to your current slogan. Also compare them to
the above list and see if you can figure out which slogans use more than one of the tricks or methods listed.  

  • "I'm Going to Disney World!" - The Walt Disney Company (by celebrities)
  • "Think different." - Apple
  • "Because you're worth it" - L'Oréal
  • "Something special in the air" - American Airlines
  • "FAN-TASTIC" - National Basketball Association 1982
  • "Fair and balanced" - FOX News
  • "Head On - Apply directly to the forehead" - Head On
  • "All the news that's fit to print." - The New York Times
  • "Can you hear me now?" - Verizon Wireless
  • "Essential for business." - CNN International
  • "If you don't get it, you don't get it." - The Washington Post
  • "Let your fingers do the walking." - Yellow Pages
  • "The first network for men" - Spike TV
  • “You’re either with us or against us” – President Bush
  • "iThink, Therefore iMac" - Apple Computer
  • "It's not just a deal, it's a Dell!" – Dell
  • "A mind is a terrible thing to waste" - United Negro College Fund
  • "It's a Sony" - Sony
  • "I've fallen and I can't get up" - Life Alert
  • "The quality goes in before the name goes on." – Zenith
  • "Don't leave home without it" - American Express
  • "I've got good news. I just saved a bunch of money on my car insurance by switching to GEICO!" - GEICO
  • "The Best Bank is the Bank that serves you Best" – ANZ
  • "Only you can prevent forest fires" - United States Forest Service
  • "This is drugs. This is your brain on drugs" - Partnership for a Drug-Free America
  • "99.9% Need Not Apply" - The UK Royal Marines
  • "Be all you can be" - US Army
  • "An army of one" - United States Army
  • "Don't get mad! Get Glad!" – Glad
  • "The Quicker Picker-upper" - Bounty

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