Yesterday I discussed writing compelling headlines, or in the case of email messages, subject lines. A significantly more difficult assignment is writing a slogan. I’ve had the thrill of success in this endeavor over the years. It wasn’t without a lot of conversations coupled with research and some profound thinking.
As stated in this article in Inc. magazine, “Really great lines primarily come from having a very, very deep and thorough understanding of your client’s audience.” It’s rarely luck and it’s not typically a eureka moment. Yet, when the idea hits you, you have an instant awareness that you’ve found it.
There are many wonderful slogans in the history of advertising. Without a doubt, you can recite at least five of your favorites without even thinking about it. I suspect Nike, Apple, Maxwell House, DeBeers, Avis, Coca-Cola and Wheaties are top of mind for many of us. The list bespeaks the staying power of a superlative slogan.
Here are some I like with my own observations:
M&M’s: The milk chocolate melts in your mouth, not in your hands.
I remember as a young boy thinking that was a brilliant line. I love chocolate, but I hated having to eat it super-fast lest it became a gooey mess in my hands. (I grew up one of seven boys - I didn’t dare put any food down…ever). M&M’s solved three problems for me: 1) I could eat them slowly 2) I never had to put them down 3) If a bigger brother muscled me into sharing, I still had some for myself.
Pringles: Once you pop, you just can’t stop.
So true! Pringles are addictive. The rhythm and the rhyme of the line really helps this slogan to stick. The tagline also told you that you weren’t alone; that others just like you kept eating chip after chip. It almost seemed like you were being given permission.
BMW: The ultimate driving machine.
Does this slogan need an explanation? Yes? No? Briefly? For its target audience, the line speaks to their passion coupled with a need to express their economic status. You’ve arrived when you arrive in a BMW. (Doesn’t that sound like a good tagline?)
Energizer: Keeps going and going and going.
You have to love the person who convinced the Energizer brand team that a pink bunny wearing sunglasses and beating a bass drum incessantly would be a perfect visual complement to the tagline. I can still see that drum stick swirling with the whooshing sound accompanying it. Memorable.
Memorex: Is it live, or is it Memorex?
The product promise is captured in this tagline. Back in the day of reel-to-reel and cassette tapes, hissing was a major annoyance to audiophiles. Memorex introduced a line of tapes that promised to deliver hi-fidelity so crystal clear, you’d swear you were listening to it live. It’s a thing of beauty when you can’t tell the difference.
Chrysler: Imported from Detroit.
This tagline put an exclamation mark on Chrysler’s bold announcement that it was reclaiming its place as one of the world’s top automobile manufacturers. It spoke of a fierce pride, of strength, resiliency and a heritage is a reflection of the city it calls home. The commercial and tagline not only reignited a lover affair with the people of Detroit, but revived optimism in Chrysler’s beleaguered dealer network. Powerful.
Honorable Mentions:
Motel 6: We’ll leave the light on for you.
U.S. Army: Be all you can be.
FedEx: When it positively, absolutely has to be there overnight.
Hallmark: When you care enough to send the very best.
Alka-Seltzer: Plop, plop, fizz, fizz, oh what a relief it is.
U.S. Marine Corp.: The few. The proud. The Marines.
This list could go on forever. Feel free to add your favorites in Comment below.
If you find yourself in need of a slogan, hire a professional (like me), and expect to invest weeks, if not months, working through the creative process. Great slogans are not found in an online slogan generator, a Magic 8 Ball or a fortune cookie. It’s an iterative process. At times, the back and forth may become aggravating, but don’t settle until you know the words deliver on the promise of your brand and resonate with your audience. It’s too important to compromise or settle on something that’s just okay. A brilliant slogan can reap rewards for your business for years to come.
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