Seth Godin seems to suggest the most important element of a slogan is living up to the inherent promise in it — the underlying story of the brand.

I suppose that is hard to dispute; a catchy set of words that isn’t true to the brand doesn’t help, instead the noticeable disconnect probably hurts the brand.

At the same time, I wouldn’t want to underestimate how much value a truly creative slogan adds to a brand, assuming it speaks the truth.

Nick Olson demonstrated this so nicely when he assessed the poetic devices used by Apple and others in successful slogans.

So, what is your favorite slogan of all time, and why?

And from the perspective of a trademark type, don’t forget, the law tends to reward creativity and subtlety more than it does clear and direct descriptions, with a few exceptions. In other words, better to show than tell, in most cases.

As for me, Nike’s “Just Do It” call to action, is hard to beat, or is that more of a tagline, or can it be both tagline and slogan at the same time?

Marketing types, help wanted here please.

  • Anthony

    Hi Steve,

    Slogans and taglines are basically the same thing. Ultimately, they should communicate the unique selling proposition, or singularity of the brand/product’s promise (hence Godin’s assertion).

    The best brands deliver valuable benefits across the rational, emotional and cultural spectrum, which is best articulated if you can sum it up in one unique message. For Nike, that is,”There is an athlete in all of us”. They bring that to life for their audience in a meaningful, motivating, and memorable way, by saying: “Just Do It”.

    One of my favorite slogan’s of all time is: “I put that Sh*t on everything”. (Frank’s Red Hot Sauce).

    Cheers

    Tony

    Anthony F. Brogna
    Founder | Strategist
    Mavriko Brand Marketing
    http://www.brandmavriko.com