Slogan
What is a slogan? How can you do it? And 20 famous slogans to inspire you
A slogan is a short, memorable and striking phrase that seeks to represent the essence of a brand, product or service.
It’s like that verbal “hook” that sticks in consumers’ minds and helps them remember something beyond a simple name.
A good slogan has the power to capture attention, convey a key message and, above all, stay in the memory over time.
For marketing strategies, a slogan is a vital tool.
Like a logo, the slogan acts as a brand identifier, but in the form of words.
It is a powerful resource for communicating brand promise or differentiating value quickly and effectively.
This is especially important now that consumers are bombarded with thousands of advertising messages a day.
- 1 What characteristics should a good slogan have?
- 2 20 famous slogans that have left their mark
- 2.1 Nike – “Just Do It”
- 2.2 Apple – “Think Different”
- 2.3 Coca-Cola – “Open Happiness.”
- 2.4 McDonald’s – “I’m Lovin’ It”
- 2.5 L’Oréal – “Because you’re worth it.”
- 2.6 BMW – “The pleasure of driving”.
- 2.7 Red Bull – “Red Bull gives you wings”.
- 2.8 Audi – “At the cutting edge of technology.”
- 2.9 KFC – “Finger-licking good”.
- 2.10 De Beers – “A diamond is forever.”
- 2.11 Volkswagen – “Das Auto”
- 2.12 Levi’s – “Quality never goes out of style”.
- 2.13 Maybelline – “Maybe it’s your nature, maybe it’s Maybelline.”
- 2.14 KitKat – “Take a break, have a KitKat.”
- 2.15 MasterCard – “There are some things money can’t buy. For everything else, MasterCard.”
- 2.16 Disney – “Where dreams come true.”
- 2.17 Avis – “We go the extra mile.”
- 2.18 FedEx – “When absolutely, positively must be there overnight.”
- 2.19 Tide – “If it ain’t clean, it ain’t Tide.”
- 2.20 Subway – “Eat Fresh.”
- 3 What can we learn from these slogans?
- 4 How to create an effective slogan?
What characteristics should a good slogan have?
While there is no magic formula for creating the perfect slogan, there are certain key elements to consider:
- Short and concise: an effective slogan doesn’t need a lot of words. In fact, the shorter the better. Think of phrases that can say it all in a handful of words.
- Memorable: it’s not just about grabbing attention, it should also stick in people’s minds. Catchy slogans tend to have a certain rhythm or wordplay that makes them easy to remember.
- Relevant: the slogan must be in tune with the brand’s identity and what it offers. There is no point in creating a phrase that has no connection to what the company stands for.
- Inspirational or catchy: slogans usually appeal to emotions, either through an inspirational, humorous or direct tone.
20 famous slogans that have left their mark
Now that we know what a slogan is and its key characteristics, let’s see how it is applied in practice by looking at some famous examples.
Nike – “Just Do It”
Probably one of the most iconic slogans of all time.
This three-word message encapsulates everything Nike stands for: action, effort and self-improvement.
Apple – “Think Different”
Apple is known for its innovative approach, and this slogan sums it up perfectly.
It invites consumers to see the world differently, reflecting the brand’s philosophy.
Coca-Cola – “Open Happiness.”
With this slogan, Coca-Cola seeks to associate its product with a universal feeling: happiness.
It is an effective way to make consumers connect emotionally with the brand.
McDonald’s – “I’m Lovin’ It”
Since 2003, this slogan has been a constant in McDonald’s campaigns worldwide.
It is a simple but powerful phrase that seeks to associate fast food with satisfaction.
L’Oréal – “Because you’re worth it.”
This slogan is a clear example of how a phrase can empower the consumer.
L’Oréal places the customer at the center of its narrative, highlighting personal worth and self-esteem.
BMW – “The pleasure of driving”.
BMW has focused on highlighting the experience it offers its users.
It’s not just about the car, but about the unique feeling of enjoyment behind the wheel.
Red Bull – “Red Bull gives you wings”.
This phrase reinforces the brand’s message of energy and dynamism.
Red Bull positions itself as the drink that pushes you to push your limits.
Audi – “At the cutting edge of technology.”
Audi uses this slogan to underscore its focus on technological innovation and high-quality engineering, something its consumers highly value.
KFC – “Finger-licking good”.
With this slogan, KFC not only talks about how tasty their food is, but does so in a way that connects with an almost universal experience: enjoying food to the last bite.
De Beers – “A diamond is forever.”
This slogan forever transformed the perception of diamonds.
By associating them with the concept of eternity, De Beers made diamonds the ultimate symbol of commitment.
Volkswagen – “Das Auto”
Volkswagen emphasizes the simplicity and authenticity of its cars.
It’s not just a car, it’s “the car”.
Levi’s – “Quality never goes out of style”.
Levi’s emphasizes the durability and timelessness of its products, an effective strategy to highlight the quality of its garments.
Maybelline – “Maybe it’s your nature, maybe it’s Maybelline.”
This slogan has been used for decades to position the brand as a cosmetic solution that enhances natural beauty.
KitKat – “Take a break, have a KitKat.”
KitKat associates its product with the idea of taking a break and enjoying a moment of relaxation, a message that resonates with consumers in their busy daily lives.
MasterCard – “There are some things money can’t buy. For everything else, MasterCard.”
MasterCard uses this phrase to emphasize the value of experiences and how their product can make life easier.
Disney – “Where dreams come true.”
Disney positions itself as the place where anything is possible, especially when it comes to imagination and childhood.
Avis – “We go the extra mile.”
Avis used this slogan to emphasize that while they are not the biggest in their industry, their customer service and effort sets them apart from the competition.
FedEx – “When absolutely, positively must be there overnight.”
FedEx focuses on trust and reliability, two essential qualities in the logistics industry.
Tide – “If it ain’t clean, it ain’t Tide.”
This slogan reinforces the idea that Tide is the ultimate standard in laundry cleanliness.
Subway – “Eat Fresh.”
Subway uses this slogan to position itself as a healthier and fresher option compared to other fast food establishments.
What can we learn from these slogans?
As you can see, the most effective slogans have some common characteristics: they are simple, they evoke emotions and, most importantly, they clearly showcase what the brand stands for.
This is crucial in any marketing strategy, as it allows the audience to form an emotional connection with the brand quickly and efficiently.
However, slogans are not only useful in traditional branding.
In email marketing, for example, the principles behind a good slogan can be applied to the wording of subject lines or call-to-actions (CTAs).
Like a slogan, a subject line should be brief, engaging and, above all, able to capture the recipient’s attention in a cluttered inbox.
How to create an effective slogan?
If you are thinking about creating a slogan for your brand, here are some practical tips:
Identify the core of your brand:
Think about what makes your brand unique.
Is it the quality of your product? The value you offer?
Find that core idea and build your slogan around it.
Authenticity
A good slogan should reflect the true essence of your brand.
Avoid being too generic or imitating other companies.
Make it easy to remember
Use simple words and avoid complications.
A clever play on words or a gentle rhyme can help make your slogan catchier.
Test and adjust
Don’t be afraid to test different versions of a slogan.
You can use surveys or run A/B tests in your email marketing campaigns to see which phrase has the most impact on your audience.
In short, a slogan is much more than just a phrase: it’s a verbal representation of everything your brand is and aspires to be.
By following the examples of these famous slogans, you can get inspired to create one that is memorable and effective.