Slogans, Good to the Last Drop!

I just wanted to take a minute to talk about slogans and love notes. A slogan is a brief catchword or phrase summarizing the creative message of a marketing strategy. The phrase must fit in with overall brand consistency, as discussed in the previous post. Slogans are easier to remember if they use rhyme, alliteration, a play on words, or parallelism.

Example: Saturn – “A different kind of company. A different kind of car.”

A good slogan also takes on one of two forms of alignment with a brand; it can be a USP (Unique Selling Proposition) or a love note.

In order to be a USP, it must make an offer to the consumer. If they purchase this product, then they will receive a specific benefit not offered by the competition.

Some examples of Unique Selling Propositions are:

Olay – “Get younger-looking skin”

M & M’s – “The chocolate melts in your mouth, not in your hand”

Domino’s Pizza – “You get fresh, hot pizza delivered to your door in 30 minutes or less”

A love note takes a slightly different approach in a positioning statement transcending traditional relationship boundaries to deliver a passion for the brand creating loyalty beyond reason. Love notes are connected to the consumer’s passions and inspirations.

Some examples of Love Notes:

McDonalds – “I’m lovin’ it”

Capital One – “What’s in your wallet?”

Allstate – “You’re in good hands with Allstate”

When considering a love note, it is important to consider future applications of your slogan. For example, can it be sung? Is it easy to remember, easy to pronounce, and say? A slogan created now might be used for decades, become affiliated with the logo, or turn into a jingle. Think long-term use.

Here are a few slogans we have developed for clients:

LeBlanc – “Your Future. Our Expertise”

Vietti Chili – “A Kick in the Can”

TNEH – “Designed to Inspire your life”

Green County Bank – “Simply. Your Bank”

Barber’s – “Freshness Guaranteed”

Barber’s – “Everyday Goodness”

UT Basketball – “Be on the Team”

Cades Cove BBQ – “An outrageously rich barbeque experience”

Buddy’s – “Your Kinda’ Barbeque”

And last but not least our slogan here at Asen Advertising & Marketing, “Essential Logic. Creative Magic.”


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