What is a Slogan? The Taglines of Famous Brands and Their Evolution

A slogan, also known as a tagline or strapline, is a concise phrase used to express a brand’s core message or value proposition. Originating from the Scottish Gaelic sluagh-ghairm meaning battle cry, slogans have evolved into powerful marketing tools that can significantly impact brand recognition and recall.

The Evolution of Slogans

Slogans have come a long way from their military origins. In modern business, they serve as succinct expressions of a brand’s identity, promise, or unique selling proposition. Over time, slogans have adapted to changing consumer preferences and marketing trends:

• Early 20th century: Focused on product attributes (e.g., Maxwell House’s “Good to the last drop”)
• Mid-20th century: Emphasized emotional benefits (e.g., De Beers’ “A diamond is forever”)
• Late 20th century: Incorporated lifestyle associations (e.g., Nike’s “Just do it”)
• 21st century: Often more abstract or experiential (e.g., Apple’s “Think different”)

Interestingly, studies have shown a decline in the use of advertising slogans in the U.S. and the UK over the past 20 years. This trend may be attributed to the rise of digital marketing and the need for more flexible, adaptable messaging across various platforms.

When Slogans Make Sense

While slogans can benefit many businesses, there are specific scenarios where they prove to be particularly powerful tools in a marketing arsenal. Let’s explore these situations in detail:

• Launching a New Brand or Repositioning an Existing One: When introducing a new brand to the market, a well-crafted slogan can quickly communicate the brand’s essence and value to potential customers. It serves as a concise introduction, setting the tone for all future brand communications. For example, when Dollar Shave Club launched with the slogan “Shave Time. Shave Money,” it immediately conveyed the brand’s value proposition of convenience and affordability. Similarly, when repositioning an existing brand, a new slogan can signal a shift in direction or values. Old Spice’s shift from “The Mark of a Man” to “Smell Like a Man, Man” marked a successful repositioning that appealed to a younger demographic and revitalized the brand.
• Differentiating from Competitors in a Crowded Market: In industries where products or services are similar, a distinctive slogan can be the factor that sets a brand apart. It can highlight a unique feature, approach, or attitude that distinguishes the brand from its competitors. Avis Car Rental’s iconic slogan, “We Try Harder,” effectively differentiated the brand in the competitive car rental market by turning its second-place market position into a virtue.
• Communicating a Unique Value Proposition: A slogan succinctly articulates a brand’s unique value proposition (UVP). It can encapsulate what makes the brand special and why customers should choose it over alternatives. FedEx’s former slogan, “When it absolutely, positively has to be there overnight,” clearly communicated its commitment to reliable, speedy delivery – a key differentiator in the shipping industry.
• Creating Emotional Connections with Consumers: Slogans that resonate on an emotional level can forge strong connections with consumers. They can evoke feelings, aspirations, or shared values that go beyond the functional benefits of a product or service. L’Oréal’s “Because You’re Worth It” taps into self-esteem and self-worth, creating an emotional bond with consumers that transcends the cosmetics themselves.
• Improving Brand Recall and Recognition: A memorable slogan can significantly enhance brand recall. When consumers can easily remember and repeat a slogan, it keeps the brand top-of-mind. This is particularly valuable in purchase situations where quick brand recognition can influence decisions. The long-running “Got Milk?” campaign is a prime example of how a simple, catchy slogan can boost brand recognition and recall across an entire product category.
• Unifying Marketing Efforts: A strong slogan can serve as a unifying element across various marketing channels and campaigns. It provides a consistent message that can be adapted and integrated into different forms of communication, from print ads to social media posts. Nike’s “Just Do It” has been successfully incorporated into countless campaigns across decades, providing a cohesive thread through the brand’s marketing efforts.
• Supporting Brand Evolution: As brands evolve, slogans can help manage and communicate this evolution to consumers. They can reflect updated values, new product offerings, or shifts in brand positioning. Mastercard’s transition from There are some things money can’t buy. For everything else, there’s Mastercard to Priceless allowed the brand to evolve its message while maintaining brand continuity.

While a slogan alone cannot guarantee marketing success, it can be a powerful tool for brand building, differentiation, and customer engagement when used strategically in these scenarios. The key lies in creating a slogan that is memorable and relevant and flexible enough to support the brand’s growth and evolution over time.

What Makes a Slogan Effective?

According to research and expert opinions, effective slogans typically share these key characteristics:

These slogans demonstrate how effective taglines can embody multiple characteristics simultaneously – they’re clear, creative, appropriate to the brand, brief, unique, and often have strong emotional appeal. Their success is evident in their longevity and the strong associations they’ve created between the slogan and the brand in consumers’ minds.

Martech Zone’s Slogan

You’ve likely noticed Research, Learn, and Discover… repeated throughout Martech Zone. I wanted to differentiate this publication from others in this industry. There are some great marketing technology sites out there, but many deal with startups, investments, authors, experts, etc. I want people to recognize that this site has a unique value proposition to research sales and marketing technology, to learn it, and to discover new tools and strategies.

While slogans may not be as prevalent as once, they remain a powerful tool for brand communication when crafted and used effectively. A well-designed slogan can encapsulate a brand’s essence, create emotional connections with consumers, and improve brand recall – all crucial elements in today’s competitive marketing landscape.