What is a slogan?
In marketing, a slogan is a short, concise and memorable sentence that is easy to remember. Large companies use slogans to draw attention to a specific product or service and to be remembered for a long time. The aim is always to make customers think of the product in question based on the slogan. Many slogans have already established themselves in normal language and are also used in ordinary conversations.
How is a slogan structured?
A slogan should always be directly tailored to a product. Customers should think of the product at the mere mention of the slogan and positive memories should be created. To keep the slogan as memorable as possible, charm, humor and sometimes even provocation must be used. This is the only way to ensure that people really remember a product and actually associate an advertising slogan with an item. Slogans are often linked to an emotional message that is intended to make customers feel sentimental. Melodic slogans, in which the slogan is combined with a jingle, are also possible.
The difference between claim and slogan
Claims and slogans are often confused in online marketing. Although there are some notable similarities, a differentiation should still be made. In most cases, a claim is an overarching message – the values of the company are included and a claim does not change even with changing advertising campaigns. The situation is different with slogans, which behave dynamically. Depending on which advertising campaign is running, the slogans can also vary. A slogan is characterized by different features:
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Highlight special features
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stand out from the competition
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Address customers personally
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emotionalize
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Underline seriousness and credibility
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Trigger feelings of happiness
Since a slogan can be changed again and again depending on the advertising campaign, different feelings can be triggered. Depending on the product, different slogans are suitable and slogans are often associated with a specific product.
Well-known and successful slogans
Over time, there are numerous brands and companies that have established very successful and popular slogans. Some of the best-known advertising slogans include:
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3-2-1-Meins from eBay
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Haribo makes children happy and adults too!
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Red Bull gives wings
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Are you still living or are you already alive?
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Come in and find out.
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You give good friends a kiss.
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Rittersport: Square. Practical. Good.
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Leibniz: Only real with 52 teeth.
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Knoppers: The little breakfast. Nine-thirty in the morning in Germany.
What should be avoided with slogans?
A slogan should always be easy for the customer to remember, meaningful and short. If a slogan is too complicated, difficult to remember or meaningless, the associated product will not be successful in the long term. Even in the past, there have been large companies that have failed to create a suitable slogan. In most cases, these are meaningless repetitions within the slogan or meaningless puns that are not easy to memorize. Care should also be taken not to copy too much from other slogans.
