Advertising Slogans

21 Feb 2006

I’m currently working on an overview of the catchphrases (slogans, taglines) of all the banks in Belgium. While I was doing research on this subject, I came across a site that has collected tons and tons of slogans of the past years. Very handy resource if you want to see what’s already been done. Also very handy if you’re looking for inspiration. (The archive covers a lot of different brands and sectors, it’s not tied to the financial industry) is the tagline database service, used by agencies worldwide.
You can check the latest slogans (with video link or link to ad attached)
or you can check their hall of fame. I also found some handy tips on this site to think about when you’re creating a slogan.

How should a slogan be?

1. Be memorable
2. Recall the brand name
3. Include a key benefit
4. Differentiate the brand
5. Impart positive feelings for the brand
6. Reflect the brand’s personality
7. Be strategic
8. Be campaignable
9. Be competitive
10. Be original
11. Be simple
12. Be neat
13. Be believable
14. Help in ordering the brand

In the Translation Dictionary, you can find a lot of tips about the stylistic features of advertising slogans.

A slogan is a form of verbal logo. In a print ad, it usually appears just beneath or beside the brand name or logo. A slogan sums up what one stand for, one’s specialty, the benefit, and one’s marketing position, and one’s commitment.
It is especially useful to reinforce one’s identity. A slogan can prove to be more powerful than a logo. People can remember and recite your slogan while they are unlikely to doodle your logo. It is more important for your slogan to clearly state what you are about than to be clever, but if you can accomplish both, all the better.
Slogans have two basic purposes: to provide continuity to a series of ads in a campaign and to reduce an advertising message strategy to a brief, repeatable, and memorable positioning.

Read more about the stylistic features of the advertising slogan.

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Posted by Miel Van Opstal in Advertising, Marketing, Tips & Tricks


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