Catch a few episodes of AMC’s hit series Mad Men and you’ll see that advertising back in the day had one primary goal – the creation of a catchy slogan. There was a faith that the right slogan could magically uplift even the most humdrum product. The foundation of these slogans were simple puns that relied on the allure of a clever turn of phrase. such as Morton Salt’s, “When it Rains, It Pours.”
But just like the fedora, reliance on slogans has fallen from fashion. Take a look at Brandz’s list of the most valuable brands and see how many slogans you can name. The good news is that most top brands have traded in their reliance on witty puns for simple brand statements that have comprehension and emotional connection as their primary goal.
The purpose of a slogan has changed. Sure, it still needs to be memorable, but advertisers are morphing brands so they are less about product features and more about lifestyle and values.
In this three-minute emotional marketing lesson video, Graeme Newell explains the two primary purposes of a slogan, and shows why so many marketers now see slogans as too confining to properly hold their brands.