What makes a good slogan?
Copywriting
I don't know why marketers are so obsessed with slogans but they are.
It seems to be the case that major advertising accounts can move from one agency to another on the basis of little more than a few snappy words.
The truth is that plenty of businesses have done perfectly well without a slogan.
So before you make any rash decisions, consider this.
The biggest rule is... don't boast and don't lie.
If you're selling a very ordinary car, don't talk about The Drive of Your Life.
If you want to have a slogan let it derive from the truth and reality rather than what you would like to be the truth. Remember... nothing sells better than the truth.
Creative Advertising by Charles L. Whittier says a slogan:
"...should be a statement of such merit about a product or service that it is worthy of continuous repetition in advertising, is worthwhile for the public to remember, and is phrased in such a way that the public is likely to remember it."
Your slogan should never, never, never be corporate waffle, pretentious, or meaningless
Unfortunately, many are so obscure that they are meaningless
Do you know of any examples?
Keep your powder dry,
Warren Cottis