What started with a simple URL obsession has blossomed into an all-consuming marketing mania. As a marketing professional, my day job requires me to critically evaluate good and bad marketing ideas. For some reason, I decided to devote my nights and weekends to that same pursuit. Of course, in this setting, I get to pick the companies I assess and don't have to mince my words. So join me here as I set out to put my stamp of Good or Bad on every slogan, tagline, and call-to-action that flashes before my eyes (and camera lens).
My name is Aaron Goldman and I'm a marketing junkie. My day job is CMO at Kenshoo, a global technology platform for managing online advertising campaigns. So, yes, I have a vested interest in Good and Bad Slogans.
Are You a Slogan Snob?
Have you seen or heard any slogans so good they get stuck in your head for the rest of the day? Come across any slogans so brutal you wonder what the CMO was smoking when he or she approved it? Snap a pic and send it to me at GoodSloganBadSlogan@gmail.com and I'll post accordingly.
An effective slogan usually: 1. States the main benefits of the product or brand for the potential user or buyer 2. Implies a distinction between it and other firms' products - of course, within the usual legal constraints 3. Makes a simple, direct, concise, crisp, and apt statement 4. Is often witty 5. Adopts a distinct "personality" of its own 6. Gives a credible impression of a brand or product 7. Makes the consumer feel "good" 8. Makes the consumer feel a desire or need 9. Is hard to forget - it adheres to one's memory (whether one likes it or not), especially if it is accompanied by mnemonoic devices, such as jingles, ditties, pictures or film sequences on televised commercials 10. Sounds good
An effective slogan usually: 1. Is both timely and timeless 2. Is universal -- retains its meaning in other cultures and translates well to other languages 3. Is not interchangeable with other companies or products -- a good litmus test is taking the name of the brand out of the slogan and asking, "Could this be any company?" 4. Makes you think, but not too hard 5. Defines a new reality or way of life 6. Inspires action 7. Creates a social identity or conveys status 8. Delivers the promise of transformation 9. Humanizes the brand
Please note: I'm a marketing guy, not a lawyer. I am not aware of any copyright laws I am violating by posting pictures of advertisements and slogans that are in the public domain to this blog. That said, if you own any of the trademarks I've posted and feel that I am infringing on your copyright, please contact me and I will remove any offending material promptly.