What is a Slogan? Slogans of Famous Brands and their Evolution

At DK New Media, our slogan is that We help companies meet their marketing potential. It fits a wide range of services that we offer – from product consulting, to content development, to online marketing optimization… everything we do is to identify gaps in strategies and help the companies fill those gaps. We haven’t gone so far as getting it trademarked, developing a viral video or adding a jingle… but I like the message it sends.

What is a Slogan?

A slogan is a memorable motto or phrase used in a political, commercial, religious, and other context as a repetitive expression of an idea or purpose. The word slogan is derived from slogorn which was an Anglicisation of the Scottish Gaelic and Irish sluagh-ghairm tanmay (sluagh “army”, “host” + gairm “cry”). Marketing slogans are often called taglines in the United States or straplines in the UK. Europeans use the terms baselines, signatures, claims or pay-offs.

Does anyone remember our slogan? Doubtful… I’m not even sure my business partner knows that’s our slogan! In fact, does anyone remember anyone’s slogan? On the infographic below from BestMarketingDegrees.org, they walk through most of the famous brands and their slogans – and I hardly recognized any. I do think some are quite good… not just because of their verbiage but because of the subliminal messages it says or tries to say. While a logo and name make a company identifiable, a slogan can speak more to the culture and results they achieve for their customers.

McDonald’s, for example, fights a huge onslaught of attacks – from the food industry, from minimum wage protestors, and from anti-corporate movements. Yet, the I’m lovin’ it! slogan paints a very clear picture. The consumers are lovin’ it, the employees are lovin’ it (and sometimes the stockholders are, too). It’s the perfect slogan to fight against the negative backdrop they fight on a given day. Add their bright colors, clean stores, and awesome chicken nuggets – and whomever came up with the slogan did a great job.

This displays the slogans and their evolution for famous brands like FedEx, Verizon, Maxwell House, De Beers, Avis, Nike, Las Vegas, Wendy’s, Burger King, McDonald’s, Pepsi and Coca-Cola.

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