Advertising slogans and tag lines are short phrases with a long punch. A one-two play on words that draws attention to your brand. At CMS we study your competition, learn the skinny on your company, understand your corporate image before deciding on a slogan to slug your corporate message out of the ball park.
–To Brand or Not to Brand. Companies that wish to attract larger clients and take their corporate success to the next level need branding. And a well-written and conceived advertising slogan anchors your brand and reinforces your logo. A small, personalized neighborhood deli may not need nor want a serious logo and slogan, but larger companies do. Big time.
–Study the Client. Understanding the client is critical in developing a successful slogan. How did the company begin, how do they perceive themselves? What is the look of their existing logo? Who are their competitors? After the graphic designer develops a logo, the copywriter builds on that logo with a slogan that conveys WOW.
–Study the Competition. As part of the research for your slogan, the copywriter needs information about the competition? What is their market share? Their branding? Their prospects for the future? What about their advertising and marketing outreach? Only after learning the corporate profile of the competition do we know where to place you. Now it’s time for the copywriter to move in with the killer slogan.
–How to Write a Good Slogan. When writing an advertising slogan, talent trumps. But we all need help and a great place to start is with websites filled with dy-no-mite tag lines. Then take a trip through the Thesaurus, the Synonym Finder, The Dictionary of American Slang, and the Dictionary of American Idioms for inspiration. Use simple words and as few as possible like Nike, “Just do it,” or Ajax, “Stronger than dirt.” Add some humor whenever possible like, Taco Bell, “Think outside the bun,” or Volkswagen, “Think small.”
Slogans for inspiration—
Maxwell House, “Good to the last drop.”
Perdue, “It takes a tough man to make a tender chicken.”
M&Ms, “Melts in your mouth, not in your hands.
National Pork Board, “Pork. The other white meat.”
Esso/Exxon, “Put a tiger in your tank.”
Allstate, “You’re in good hands with Allstate.”
KFC, “Finger lickin’ good.”
Kelloggs Frosties, “They’re GR-R-R-eat.”
De Beers, “A diamond is forever.”
So have at it and have fun. Be creative, research and deliver that one-two. The world is waiting, “A good slogan is a terrible thing to waste.”