While that's not what American Express meant to communicate, the real motivation behind their slogan isn't much better. Why it doesn't work: Those people whose work and play time are blurring are likely not all too thrilled about it.
With that in mind, American Express is aligning itself with a stressed out population that has no free time. Carlsberg's slogan was first used in in a series of innovative ads.
It's meant to read the way you might think of Ron Burgundy saying something's "kind of a big deal" in the movie Anchorman. Why it doesn't work: You really need the context for this slogan to land.
If not, it ends up reading as being unsure or maybe a little hesitant. Almost like "it's probably the best beer in the world" with a little shrug. Simon "Si" Lam is a well-known advertising guru, but he took a weird turn with the "Relieves Gas Pains" campaign for Volkswagen.
It just doesn't quite vibe with the brand, though it is a fun way to highlight the awesome mileage you can expect behind the wheel. Why it doesn't work: Clearly, there's a sense of humor here and a play on words, which Volkswagen has used before in their adverts. The only trouble here is that this one might be a bit too lowbrow for the target audience. The original "Smell Better Than Yourself" ad came out in and was used to promote Old Spice's deodorant, sprays, and body wash.
It showed a sea captain and jet pilot smelling fresh, despite the rough waters and skies. Why it doesn't work: This slogan is a real head-scratcher to say the least.
How can you possibly smell better than yourself? As a whole, it's way too tough to wrap your head around this strange-sounding motto. The original commercial featuring this slogan made its debut in Some of the vacuums even came with the motto engraved right on the back of the cleaner. Why it doesn't work: It's pretty difficult to pinpoint what exactly a Hoover is all about.
There might be one verb too many in the slogan, and to top it all, it's not exactly catchy. According to The Journal of Business Research , the best company slogans have a clear message, are creative, and elicit familiarity with the brand. Not to mention, they should be hitting on these major points:.
Rhythmic enough to become a jingle. A slogan should express a million things in only 4 or 5 words, while at the same time being catchy enough to be turned into a jingle and memorable enough to make an impact. It's a tricky formula to crack, but you can make it happen with some time, effort, and a really awesome marketing team!
There are a million companies out there, so you need to do whatever it takes to create a lasting impression. Your value as a business can be summed up in a few catchy words, so just listen to Frosted Flakes when it comes to slogans - "they're grrrreat! Quality Logo Products are experts on all things printed and promotional.
Let our team of awesome, incredibly good looking, and fun promo nerds help you select awesome promotional swag today! As a promo expert, she's uncovered the world's first custom tote bag, interviewed the guy behind rock band ACDC's logo, and had a piece published by the Advertising Specialty Institute, a leader in the promotional products industry. Brands and Tags. Smith, D. Mooney, L. What Are the Features of a Slogan? Ward, P. Kessler, M. Schwarz, H. Schultz, E. Ledlin, H.
Hein, K. Coke Tells World to 'Open Happiness. Siltanen, R. Sound and Vision. US Campaign. Powell, C. Wendy's Brings Back "Where's the Beef? Waldman, K. Better Than Fast Food. Komar, M. Taube, A. Kinkade, K. Doucet, S. Marshall, R. Donofrio, C. Bhatt, S. Legends in Advertising. De Beers Group. Sullivan, J. How Diamonds Became Forever. The Smithsonian. Filoon, W. Monllos, K. Dunkin' News Releases. Hoy, P.
Marketing Campaign Case Studies. Can You Hear Me Now? Baig, E. Obias, R. Richards, K. Shaw Brown, G. Kain, E. Finding the perfect tagline is quite a task. From non-profits to startups, to Fortune companies, great taglines come from brands of all sizes—and all industries. But sometimes you have to see it to believe it. What do they all have in common? Each has created a simple, impactful t agline that perfectly reflects who they are. We hope you find them as inspiring as we do.
This nonprofit offers a variety of services to injured veterans, including health care, economic support, and more. When dealing with sensitive or difficult subjects, it can be a challenge to find a tasteful tagline, but they pulled it off remarkably.
Tagline: M aster Your Classes. Course Hero is an online learning portal that offers 20 million course-specific study materials to help students succeed.
They even deliver a double benefit—saving both money and energy. Travelocity has accomplished quite a feat with this tagline. While you want to keep things short, it can be incredibly difficult to pack emotion, creativity, and clarity into only two words. But this two-word tagline is perfect for a travel site that promises cheaper travel.
The choice is simple. But it delivers their positioning and benefit in its simplest, purest form—just like their all-natural, cruelty-free products.
Lush is all about hyper transparency every product even comes with a sticker cartoon of the person who handmade it for you , so their tagline paints the simplest picture. Bazaarvoice helps connects brands and consumers through content, building a more authentic relationship through content marketing. Donors Choose is a crowdfunding platform that lets the public donate to teachers in need, one class project at a time.
Therefore, this simple tagline does a great job of painting the bigger picture by reinforcing the effect a single donation has on a larger community. While it may not feature the most flowery language, it communicates the essence of their mission. BUST is a magazine that covers hip female artists, musicians, activist, rebels, and tastemakers who shape culture. An edgy tagline can be tricky, especially if it can be misunderstood. If so, your tagline should embody the perseverance, hard work, and tenacity that your brand stands for.
It tells you the benefit of choosing FedEx. What makes FedEx, FedEx? It defines company objectives and how you go about fulfilling them. It should be pretty straightforward and concise. And it should use specific language to outline how and why you do what you do. Take Dove. Dove invites all women to realize their personal potential for beauty by engaging them with products that deliver superior care.
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