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Writing a Powerful Slogan posted by Peter J. Patsula

Seven strategies for writing a slogan.

Powerful slogans are ...

difficult to forget after being heard only once

create vivid pictures in the reader's mind
get advertised free by word of mouth

reflect a company's mission statement

use as few words as possible.

Slogans can be used to consolidate company philosophies, give details about what your company actually sells, motivate customers to buy, and most importantly build brand recognition.

Marketing companies often charge thousands of dollars for developing a company slogan. And this cost is often worth it! A well-written slogan can single-handedly change the public's perception of your company from being "boring" and just like everybody else, to that of being "cool" and finely tuned to customer needs.

SEVEN STRATEGIES FOR WRITING A POWERFUL SLOGAN

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STRATEGY 1
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Appeal to people's emotions or sense of pride.

EXAMPLE
"Known by the company it keeps."
-Seagram's Canadian Vodka

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STRATEGY 2
============
Direct people to act.

EXAMPLE
"Take a bite out of Crime."
-Crime Prevention Coalition

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STRATEGY 3
============
Feature great benefits.

EXAMPLE
"We bring the world closer."
-AT&T

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STRATEGY 4
============
Invent new words.

EXAMPLE
"Don't just fertilize . . . Spencerize."
-Spencer Chemical Div., Gulf Oil Corp.

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STRATEGY 5
============
Mention your company name.

EXAMPLE
"Everyone needs the Sun."
-Sun Insurance Co

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STRATEGY 6
============
Mention your product.

EXAMPLE
"Best of all . . . it's a Cadillac."
-Cadillac, General Motors Corp.

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STRATEGY 7
============
Use rhymes.

EXAMPLE
"Takes a licking but keeps on ticking."
-Timex Corp.

Coming up with your own company slogan can be extremely rewarding. However, beware that bad slogans can do more damage than good. Poorly written slogans are too wordy, create unclear images, and use confusing puns. Another caution is don't copy too closely existing slogans, especially those of large powerful companies. Changing General Electric's "We bring good things to life" to "We bring things to life" may bring a team of hot headed GE corporate lawyers pounding on your door.

SLOGAN COPYRIGHT

Short statements or combinations of words, for example trademarks or slogans are not given copyright protection. They are not considered works. The reason for this is that when the words are few, granting protection runs the risk of granting a monopoly on the idea expressed. There may be no other way of saying it.
-James Swanson

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