Famous advertising slogans have some key elements in common. If you want to brand your business and be visible, you will need to come up with an effective tagline or tagline. Many companies pay millions of dollars to have an ad agency pitch them one, but a good tagline is one of the least expensive forms of marketing you can create. The eventual private label benefits and increased sales are well worth it. But how do you create an effective slogan?
3 common components in famous advertising slogans
- A perfect slogan is memorable. The most important component of creating a perfect slogan is in its ability to be memorable and remembered without help. If I said to someone “can you hear me now?” most people would be immediately familiar with it. If the tagline can stick in the consumer’s mind, it’s done the job.
- A perfect slogan conveys the fundamental benefit. Sell the benefit, not the features. Don’t just list the features of your product, show the customer what benefit they can expect from it. For example, “It melts in your mouth, not in your hands.” The clear benefit is that you have candy (M&M’s) that you can hold in your hand without all the mess of melted chocolate.
- Slogans should differentiate your brand from the competition. A key component in famous advertising slogans is their ability to differentiate your brand from the competition. Your slogan should not be able to be replaced by anyone else. For example, if you made a tagline with your name “we are the best, we are brand X”, anyone could substitute your brand name into that tagline and it would still work. Instead, create a tagline that is very specific to you and sets your product apart.
famous advertising slogans that work
- “Where is the meat?” Wendy’s created this tagline to capitalize on the controversial meat fillings that the competition was using at the time. She distinguished them by being a beef product.
- “When it absolutely, positively has to be there overnight.” Fedex used this slogan to differentiate itself as faster and more reliable than the competition.
slogans that don’t work
- “If it doesn’t spread everywhere, it doesn’t belong on your face.” (Carls Jr.) This can be memorable, but for the wrong reason. A sloppy burger is not the best selling point. It says nothing about what the benefit of buying this burger is over the less messy burger from the competition.
- “unthought” (KFC) There is no brand identity; could be a slogan for anything. Besides, what is it about “not thinking” that makes you want chicken? Does KFC really want non-thinking customers? Maybe it means “don’t think about how bad this chicken is going to be for your health”?
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