Advertising Slogan - Effective Slogans

Effective Slogans

Advertising slogans often play a large part in the interplay between rival companies. An effective slogan usually:

• states the main benefits of the product or brand for the potential user or buyer
• implies a distinction between it and other firms' products - of course, within the usual legal constraints
• makes a simple, direct, concise, crisp, and apt statement
• is witty
• adopts a distinct "personality" of its own
• gives a credible impression of a brand or product
• makes the consumer feel "hot" or...
• makes the consumer feel a desire or need
• is hard to forget - it adheres to one's memory (whether one likes it or not), especially if it is accompanied by mnemonic devices, such as jingles, ditties, pictures or film