Business Success Center
In a 1988 meeting with Nike’s advertising agency Weiden and Kennedy, Dan Weiden coined one of the most famous slogans in advertising history when he spoke admiringly to Nike employees about their company’s can-do attitude saying, “You Nike guys; you just do it.” Ten years and one powerful marketing campaign later, the company’s worldwide sales rose from $877 million dollars in 1988 to $9.2 billion in 1998. The slogan “Just Do It” catapulted Nike to the forefront of the sneaker industry and instantly became one of the most recognizable slogans ever created.
In a competitive market, slogans help to distinguish a company from the competition and reinforce what makes it unique. For example, using the slogan “It’s everywhere you want to be,” Visa communicates its wide acceptance and ability to take you wherever you want to go. Hallmark establishes itself as the preferred choice for greeting cards with “When you care enough to send the very best,” and L’Oreal singles itself out as the product to use when you want to pamper yourself with “Because you’re worth it.”
Slogans are positive reminders of what makes your company different from the rest and why customers should choose you. Consider the following to learn more about slogans and how to create your own memorable catchphrase for the history books.
Definition. The word slogan comes from sluagh-ghairm (pronounced slogorm), which is Gaelic for “battle-cry.” They are a creative way of communicating the essence of your company in a simple, concise statement. They can describe a company’s unique selling points, while adding personality to the company’s identity. The most effective slogans are instantly recognizable and can immediately be linked to a company in the minds of consumers. Think of “I’m lovin it” and “Good to the Last Drop”, the famous slogans of McDonald’s and Maxwell House, respectively. Both of these companies succeeded in creating slogans that are concise, descriptive, and distinctive.
Importance. Slogans may be short and sweet, but they can serve a valuable purpose in marketing your company to the public. When used effectively, slogans grab attention, offer information about the company’s products and services, and compel you to learn more. Think of the famous “Where’s the beef?” slogan from Wendy’s – this simple question immediately peaked the curiosity of consumers and enticed them to learn more. It also clearly communicated that compared to the size of Wendy’s hamburgers, other fast food restaurants’ hamburgers were practically non-existent.
Slogans can also help to persuade consumers they’re making the right choice when purchasing a product or service. “You’re in good hands with Allstate” from Allstate Insurance Companies reassures customers they can rely on their dependable service. Likewise, “Nothing runs like a Deere” from John Deere promises consumers they will not find a better lawn mower or tractor anywhere else.
State of Affairs. If your company already has a slogan, make sure it’s getting results. Does it capture attention? Is it reinforcing your company’s position? Is it incorporated in all of your marketing materials? Put it to the test by asking customers and employees if they recognize the slogan and understand its message.
If your company does not have a slogan or is considering implementing a new one, do your homework. What is the one thing you want consumers to remember about your company? What are the benefits you offer your customers? What truly makes your company unique? Taking the time to create a well-crafted slogan will be well worth the effort.
Tips. Thankfully, there are many ways to create effective slogans. You can emphasize a unique feature like Wal-Mart’s, “Always low prices.” Or, like GEICO Auto Insurance, you can focus on a benefit, “Just 15 minutes can save you 15 percent or more on car insurance.” Don’t be afraid to use humor, ask a question, make a bold statement, or pose a challenge. What’s important is that you choose a style of slogan that, 1) matches with your company’s style and culture, and 2) grabs attention. Keep it bright, concise, and fresh to keep eyes on your company and profit in your pocket.
Nike’s “Just Do It” slogan helped the company increase its hold on the domestic shoe market by 25%. With the right slogan in place, you can increase your company’s returns and set yourself apart from the competition. So what are you waiting for? Just Do It!
Top 10 Slogans of the Century
Diamonds are forever (DeBeers)
Just do it (Nike)
The pause that refreshes (Coca-Cola)
Tastes great, less filling (Miller Lite)
We try harder (Avis)
Good to the last drop (Maxwell House)
Breakfast of champions (Wheaties)
Does she … or doesn’t she? (Clairol)
When it rains it pours (Morton Salt)
Where’s the beef? (Wendy’s)
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