- A slogan is not a brand. A brand is a feeling, not a phrase.
- The goal of a slogan is to trigger an emotional response about the product.
What’s the goal of a slogan? To compress the brand into one moving and memorable point. There are product-focused slogans like this Mazda “zoom zoom” ad that sell a product feature.
McDonald’s “I’m loving it,” isn’t selling food. It’s selling a lifestyle.
Harley-Davidson has had numerous slogans throughout the years – everything from “live by it” to “screw it, let’s ride.”
But the words don’t really matter, because Harley’s brand isn’t a product, it’s a feeling. Any slogan will do, as long as it triggers the essence of their brand – bad boys who are respected and feared.
Sometimes it takes a second to get this ad. That’s the husband in the closet. So remember, don’t fall into the trap of picking a slogan that’s clever, but meaningless. Sell a product, or sell a feeling, but have a clear purpose.