Are advertising slogans still relevant?

I say yes! A well-crafted advertising slogan, or tagline as it’s more commonly referred to these days, sums up a company’s or organization’s unique selling proposition in a way that’s personable, memorable, original, simple, and most important of all, believable.

Unique selling propositions:

  • Contain a benefit
  • Offer something the competition either cannot or does not offer
  • Move the masses

Taglines incorporate elements of the unique selling proposition to leave the key brand message in the mind of the target audience. They’re universal (everybody likes them) and they stand the test of time. The really good ones create buzz…remember “Where’s the beef?” Taglines are the sign-off that accompanies the logo. They say, “If you get nothing else from this ad, get this!”

Here are some examples of great taglines:

  • M&Ms melt in your mouth, not in your hand.
  • Does she or doesn’t she? (Clairol)
  • We try harder. (Avis)
  • Just do it. (Nike)
  • The quicker picker upper. (Bounty)
  • Don’t leave home without it. (American Express)
  • Got milk? (California Milk Processor Board)

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