A short memorable phrase used in advertising called slogan is a powerful marketing tool. Slogans, usually two or three words, make an impact and a creative one can motivate a person. Though short, a lot of time and energy is spend in making that perfect slogan.
As you could imagine these slogans that are instantly recognizable may not be created instantly. A good understanding of the product, its intended customers, the perception of the company that has to be projected and the benefits of the products are some of the elements that have to be kept in mind while crafting a slogan. More often than not, it is the metaphorical meaning that will inspire and motivate the audience which in turn will connect the brand with the audience.
The tag line of Adidas ‘Impossible is nothing’ or Energizer’s ‘Keeps going and going and going’ has a motivational element to it. So brands promote an attitude with their products. ‘I am what I am’ is a famous slogan of Reebok which has more to do with a way of life or an attitude. Same goes with Harley Davidson’s ‘American by birth Rebel by choice’. White goods tend to promote comfort in their slogans. LG has ‘Life’s Good’; Sony says ‘Make Believe’, Apple’s ‘Think Different’ and Panasonic states ‘Ideas for Life’ are some good examples. The pitch of Fortune Magazine ‘For the men in charge of change’ subtly promotes exclusivity and at the same time aspirational also. The tone of the slogan can vary from serious to funny to lighthearted.