Tuesday, June 8, 2010

A slogan that sells

Nike tells you to “just do it;” Visa really is “everywhere you want it to be”; and admit it or not, you are “lovin” McDonald’s.

These brands show us that there is money in five words or less.

Apple: Think different.
But before you can come up with a slogan that sells, you must identify your USP (unique selling proposition). A USP should state what makes you different from your competitors. What makes you stand out?

Some would argue that the USP theory is a myth – that consumers could never tell the difference between product X and product Y. Maybe there really is no difference between Jollibee and McDonald’s fried chickens; but you could tell a difference in how both brands present themselves.

Burger King: Have it your way!
Once you find what makes you unique, you can now play around words to come up with a slogan.

Is there a formula in crafting an effective slogan? Keep it simple, memorable, and short.
Wendy's: Where's the beef?
Jollibee: Langhap sarap
Budweiser: Wassup?!
Volkswage: Drivers wanted
But even that's not a concrete rule. There are brands that get away with more than the recommended five words.
M&Ms: Melts in your mouth, not in your hands
Calvin Klein: Between love and madness, lies obsession.
FedEx: When it absolutely, positively has to be there overnight.
Mastercard: There are some things that money can’t buy. For everything else there’s MasterCard.
The idea is to make it stick. And that's it.