7 Steps for Creating a Business or Advertising Slogan
A slogan is a catchy one or two line phrase associated with a product, campaign or business. These are often developed by big-name advertising agencies as part of an advertising or branding campaign. But big-name agencies come with big price tags — beyond the reach of many small businesses. If you are in this situation, don’t despair. With some creativity and persistence, you can develop your own slogan.
(1) Decide what you want your slogan to communicate.
If you have a positioning statement and/or unique selling proposition, write them down and keep them close at hand. Your slogan should reinforce them. Ask yourself these questions.
• – Who are your customers?
• – What benefits do you give your customers?
• – What feelings do you want to evoke in your customers?
• – What action are you trying to generate from your customers?
• – How are you different from your competition?
Try to get one or more of these across in your slogan.
(2) Begin brainstorming preparation.
Gather slogans from other companies and brands. Look in other categories besides your own and try to find brand and company slogans from both large and small companies.
As you find slogans, write them on index cards or individual slips of paper. You will be mixing, matching, and pairing them with unrelated items as you brainstorm your own slogan. Pay attention to the words used, how they are put together, and which of the above questions they address. By doing this, you are more likely to come up with your own unique angle.
NOTE: You are looking at others’ slogans only to spark ideas, not copy them. You must come up with your own, original slogan.
To find slogans, look around. Anywhere you find advertisements, packaging, or logos you will find slogans. Look in cupboards, around desks, in magazines, on TV/radio commercials, in print advertisements, and on Web sites. For example:
Presidential Campaign Slogans
The 2008 presidential election campaigns are beginning to kick in. Some early slogans associated with presidential campaigns include:
• – MoveOn: “Democracy in Action”
• – ICanBePresident.com: “Women for Hillary” (Clinton)
• – Rudy Giuliani: “Rudy”
• – Barak Obama: “Obama ’08″
Not a lot of creativity as of April 2007, but each conveys a desired action or goal.
Restaurant Slogans
Restaurant slogans tend to be a bit more creative and subtle. Often accompanied by a lively tune in commercials, these slogans are intended to get the targeted consumer up, out the door, and into the restaurant or drive-thru (sometimes in terms only the target market would find less than bizarre):
• – Burger King: “Wake up with the King.”
• – Taco Bell : “Good to Go,” “Think Outside the Bun,” “Run for the Border,”
• (Example of a slogan that flopped: In the late ’80′s, when I was a Taco Bell store manager, Taco Bell had a short-lived, one-word slogan: “Hello”. We had to answer the restaurant telephone with “Hello, Taco Bell.” Uhhhmmmm. Whatever.)
• – McDonald’s: “You deserve a break today.”
Famous Ad Slogans
Many classic slogans also convey a critical benefit or unique feature:
• – Alka Selzer: “Plop plop, fizz, fizz, oh what a relief it is.
• – Rice Krispies cereal: “Snap, Crackle, Pop!”
• – Johnson’s Baby Shampoo: “No more tears.”
• – M&M’s: “Melts in your mouth, not in your hands.”
• – Milk: “Milk. It does a body good.”
• – McDonald’s Big Mac: “Two all beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun.”
(3) Find your competitors’ slogans.
Look at them and strive to be better and different.
(4) Gather together books to help you come up with different ways to phrase similar ideas.
Some of my favorites: “Word Menu,” “Flop Dictionary,” “The Describer’s Dictionary” and “Twenty-First Century Synonym and Antonym Finder”.
(5) Conduct a brainstorming session.
This works best if you can get a small group together, but can also be done solo. Set up a place with a lot of writing space – use dry erase boards, easels with big paper pads, note cards, etc.
Go through your props. Look up words or concepts in the books. Rearrange your various props so you can look at them in different ways. Write down *everything* that comes to mind and all the new ideas each phrase sparks. They do not have to make sense. At this point, you want a large number of ideas.
(6) Consolidate your list.
After brainstorming, go through all of your ideas. Pull out those few you think have the best potential. Try to reduce longer slogans to fewer words.
(7) Choose the one best slogan.
You should be left with a short list of possibilities. To pick the single best slogan, get others’ opinions. If you have some funds budgeted for slogan development, work with a market research firm to test the slogans with your customers.
You can also conduct informal research. Set up a free or professional survey and encourage people to take the survey through your Website. If you have direct contact with customers, ask them what they think. Give them an incentive to help you, such as a discount or small freebie.
When you are done, you will have a slogan that will help your business thrive.
About the Author
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Anyone know the product that used the advertising slogan: “Simple Pleasures are the best” song.?
The tune went: “Simple pleasures are the best. All the little things that make you smile and glow. All the things you know…”
I think it was a food product.
It was a very old commercial in the 1970s. It was a food product, I’m fairly certain.
They didn’t advertising sexual lubricants back then. But thanks for trying!
Yes! That’s right! Van Kamp’s Pork and Beans!!! Thanks!!! It was driving me crazy.
It was used in Van Kamp’s Pork and Beans commercial jingle
Ronald McDonald – Get Out of Bed Sleepyhead – 1980s
This digital document is an article from Wines & Vines, published by Hiaring Company on October 1, 1989. The length of the article is 521 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.Citation DetailsTitle: Slogans. (a…
Baskin Robbins is begun in 1945, with two persons named Irvine Robbins and Burt Baskin. Before merging their ventures for making Baskin Robbins, they had Burt’s ice cream Shop and Snowbird ice cream parlour. They became first food business franchise seller in 1948 selling its store to manger. With selling 21 ice cream flavors in SnowBird ice cream, Baskin Robbins still carried forward same flavors around the country.
Under Advertisement plan, they increased their 21 flavors to 31 ice cream flavors. They got slogan based on number of flavors “Count the Flavors. Where Flavors countsâ€. Burt and Robbins also believed that sample of ice cream should be introduced to people, so iconic small pink spoon came to known. They are known as first food business franchise seller at 1130 South Adams in Glendale. They opened their first production facilities in Burbank. On 26, November 1962, they registered themselves as Baskin Robbins Inc.
They are selling their ice cream into 41 countries along with 5800 locations. Included countries are Canada, Mexico, UK, Bahrain, Japan, Egypt, Saudi Arabia, UAE, Thailand, Australia, Philippines, Thailand, Indonesia, Bangladesh, India, South Korea, Pakistan, Panama and much more other countries.
This digital document is an article from Wines & Vines, published by Hiaring Company on October 1, 1989. The length of the article is 521 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.Citation DetailsTitle: Slogans. (a…
This digital document is an article from Wines & Vines, published by Hiaring Company on October 1, 1989. The length of the article is 521 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.Citation DetailsTitle: Slogans. (a…
This digital document is an article from Wines & Vines, published by Hiaring Company on October 1, 1989. The length of the article is 521 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.Citation DetailsTitle: Slogans. (a…
The attention span of your average consumer and potential client is generally very short. This means that when you bombard such a person with any form of advertisement, whether it is in print, television, or the radio; you may not always get the result or attention that you desire. This can be very frustrating to companies who are hoping to reel in new business via an advertising marketing campaign. That is why it is vitally important to consider alternative methods of advertising including airplane advertising.
Many innovative and creative companies have found that not only do they get the attention of potential clients with airplane advertising. That is why you should sincerely consider using and taking advantage of airplane advertising during your next or current product or service marketing campaign.
How Does Airplane Advertising Work?
Airplane advertising in very simplistic. You can choose to advertise your company or a specific product with a text banner that is attached to the back of a plane and flown overhead. Or you can even purchase a billboard type marquee or logo board. You will then have to decide what short and basic information you want to present on the airplane advertising method you choose.
Well known companies who have an established product that is world renowned will simply place their company slogan on the banner. This is very true of food products such as chips or soda pop. The banner doesn’t need to be anything long and thought out. It can simply just be a reminder of a product that they already enjoy.
This type of advertising has proven very valuable to companies that have implemented it. Just a simple reminder that you should quench your thirst with a specific beverage, or quench your hunger with a specific snack, is enough to make most people who come into contact with airplane advertising, stop at the store and pick up the product that was advertised.
Companies that do not have well known or recognized products can actually prey on the curiosity of the people who see their airplane advertising. With this approach many companies will purchase a domain name that sounds mysterious or humorous. They will then have this domain name redirected to their company’s website. When an individual sees an airplane fly overhead with a banner containing such a mysterious or humorous website address, they will generally make a note to check it the next time they are online.
How Effective Is Airplane Advertising?
Nearly 90% of the people who see some form of airplane advertising will recall exactly what the banner said. Whereas, only 30% of the people who see a television commercial or listen to a radio ad will actually ever recall watching or hearing the advert! These staggering numbers alone are enough to convince any company that they should look into and invest in this type of advertising.
About the Author
Michael Arnold is the Director of Arnold Aerial Advertising Inc. http://www.arnoldaerial.com/ They conduct all forms of Aerial Advertising: NASCAR, Indy Car, Spring Break, Concerts, Conventions, Rush Hour Traffic, Football, Baseball, State Fairs, all Beaches, Parades, Cruise Lines, etc. and produce the custom banners as well.
This digital document is an article from Wines & Vines, published by Hiaring Company on October 1, 1989. The length of the article is 521 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.Citation DetailsTitle: Slogans. (a…
This digital document is an article from Wines & Vines, published by Hiaring Company on October 1, 1989. The length of the article is 521 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.Citation DetailsTitle: Slogans. (a…
I am running a canned food drive at school. The idea is that if you bring in a can of any size or content you go in the draw to win an 8GB iPod nano. All of the donations will go to the Samaritans. I need some ideas of short and catchy slogans or phrases that could help advertise the campaign, and motivate people to take part.
Donate a can of food and do something good.
Bring that tin and you may win an 8GB iPod nano.
This digital document is an article from Wines & Vines, published by Hiaring Company on October 1, 1989. The length of the article is 521 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.Citation DetailsTitle: Slogans. (a…
Music is said to be the food of the soul. There is nothing more swaying and gratifying than good music. Soothing music heals the mind. Entertainment will not get completed without music and playing of your favorite music and songs changes your tension filled mind right away to a more relaxed and tranquil state of mind. If you compose a piece of really nice music you need to write it down so that you can remember and other people will also be able to play it too. Live music is favored at parties and events. Live music entertainment consists of classical music, Jazz, Swing, World music, period music of 50′s, 60′s, 70′s, 80′s and the 90′s and performed by artists who haven’t made it big and classical music consists of quintet, quartet, trio, duo and solo.
Whether it is a birthday party, wedding reception, a private party or a corporate party, live music is a must if you are not hiring a DJ to mix songs for you. The choice of songs and music may be limited with a live music performance, but it is the limited selected songs and music, which makes the band endearing to people. DJs would charge 25% – 50% of what a live music performing band charges. However, the charm of live music is something that is enticing if one can afford it. Some live music performing bands capture and reproduce the tone of music that were not recorded properly by the ingenuous recording machines of the 50‘s and the 60′s. Performances of live music can be known on any instrument as a piano, guitar, keyboard, harpoon, flute, trumpet, saxophone and the jazz set.
Music is intimately related to the subliminal mind because it blends our emotions. Perhaps you can recall listening to a jingle and finding the tune and the advertising slogan replaying in your mind over and over, even if you disliked the jingle. It just trapped into your mind. Hypnosis is another prevailing trait of music. One of the main reasons for using music for self-hypnosis is to help you maintain mental and emotional focus on your outcome. The music that helps to elicit within you emotions which are appropriate for your self-hypnosis outcome, will take care of the focus. Your intention can then ride of the wave of music, making focusing an effortless process.
Benefits:
Music has quite a lot of advantages despite serious reductions in subsidy for arts programs in public schools, there is a great need for studying music. Band, orchestra, and choir all offer students a chance to work together in a social and intellectual group setting and excel at complex tasks. The deception for parents is to enroll their children in high quality programs and aid them in procuring high quality instruments.
This digital document is an article from Wines & Vines, published by Hiaring Company on October 1, 1989. The length of the article is 521 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.Citation DetailsTitle: Slogans. (a…
