Stay simple, stupid.
We do not want to offend you – this is only one example of a great slogan that also carries the truth about the power of brevity in advertising.
It is incredibly difficult to be succinct, and it is particularly difficult to express a complex emotional concept in a few words – which is exactly what slogans and slogans do.
That's why we have a lot of respect for the brands that did it well. Those who understood how to convey their value proposition to their buyer character in one short sentence – and a very interesting phrase.
So, if you're looking for a little catchphrase, take a look at some of our favorite slogans and business slogans, past and present. But before entering specific examples, let's quickly review what's a slogan, how it differs from a slogan, and what makes these jerseys unique.
What is a slogan?
In business, a slogan is "a slogan or a small group of words that are combined in a special way to identify a product or business," according to Entrepreneur.com's Small Business Encyclopedia.
In many ways, they look like mini-missions.
Companies have slogans for the same reason that they have logos: advertising. While logos are visual representations of a brand, slogans are audible representations of a brand. Both formats more easily attract the attention of consumers than the name of a company or product. In addition, they are easier to understand and memorize.
The goal? To leave a key brand message in the minds of consumers so that they remember the slogan, they do not remember anything else from an advertisement
What makes a big slogan?
According to HowStuffWorks, a great slogan has or all of the following characteristics:
Is the slogan quickly recognizable? Will people only have to spend a second or two thinking about it? A brief but very large number of words can be very useful in advertisements, videos, posters, business cards, promotional items and more.
This includes a key benefit.
not the steak? "It means selling the benefits, not the features, which applies perfectly to slogans.A big slogan highlights the benefits of a business or product for the public.
This differentiates the brand.
Does your light beer have the fullest flavor or perhaps the least calories? What distinguishes your product or product? brand of competition? (Check out our essential brand guide here.)
This gives positive feelings about the brand.
The best slogans use positive and optimistic words, for example the Reese & # slogan 39; s Peanut Butter Cups, "Two great tastes that have a good taste together", gives the audience a positive feeling about Reese, while a slogan such as Lea & Perrins, .The first leaves a better impression on the
Now that we have covered what is a slogan and what l It makes me great, here are some examples of the best brand slogans of all time. (Note: we have updated this article with several ideas that people have already shared with us in the comments.)
Slogan vs. Tagline
Although "slogan" and "tagline" are both interchangeable two different purposes.
As we mentioned in the definition of Entrepreneur.com above, a slogan identifies a product or company. The same goes for a slogan. These terms differ in how they position a company in their sector.
- A slogan encompasses the mission of a company, its meaning and even its help to the individual campaigns that it can carry out. . Slogans can be longer than slogans, as you can see in the list below. Slogans allow people to make light associations with your business: "When I see [tagline] I think [company]".
Slogans are more often associated with the company's logo on official advertising. only slogans. The slogans carry the values and promises of the brand as the company grows and evolves, and can be promoted under a global corporate slogan.
Your company does not have to develop a slogan and slogan – it could succeed, recognizable slogan. But as you develop new products and identify new types of customers, your brand can launch a campaign designed for its own slogan.
Catchy Business Slogans and Taglines
- "Shave Time.]" There are things that money can not buy. For all the rest, there is MasterCard. "
- " Fond in the mouth, not in your hands "
- " A diamond is eternal "
- "Semper Fi"
- " does exactly what he says about tin. "
- " We help cats The world grows the food it needs "
- " We ship business transactions "
- " It there is no line of arrival "
- " Just Do It "
- " Think Different. "
- " Milk? "
- "Designed for the pleasure of driving."
- "Anyone Can Help"
- "The Fastest Elevator"
- "Betcha Can not Just Eat One."
- "Advancement Through Gy Technology"
- "America runs on Dunkin" (19659034) "I love it"
- "All the news that suits the print"
- "The imagination at work. "
- " Like a Good Neighbor, the State Farm is There "
- " Maybe she was born with her. Maybe that's Maybelline "
- " The Few .. The Marines "
1. Dollar Shaving Club: "Shave Time Shave Money."
Dollar Shave Club people have appeared on many of our lists on the blog, and it's fair to say that the marketing team this brand knows what it's doing. And its slogan – "Shave Time, Shave Money." – is an excellent reflection of their expertise.
This little trick intelligently incorporates two of the benefits of service: cost and convenience. Full, it perfectly represents the general tone of the brand.
Source: TheStephenHarvey.com ]
2. MasterCard: "There are things that money can not buy For all the rest, there is MasterCard."
MasterCard's two-phrase slogan was created in 1997 as part of the MasterCard program. an award-winning advertising campaign that has been broadcast in 98 countries and 46 languages. an advertisement aired in 1997: "A father takes his son to a baseball game and pays for a hot dog and a drink, but the conversation between the two is invaluable," writes Avi Dan for Forbes . "In a sense," Priceless "has become a viral social campaign years before the emergence of social media," Dan writes. Today, "Priceless" is widely regarded as the slogan of MasterCard.
One of the keys to the success of this campaign is that each ad generates an emotional response from the public. This first TV ad might remind you of sports games you've seen with your dad, for example. feeling. "You have to create a cultural phenomenon and then feed it constantly to keep it fresh," MasterCard marketing director Raja Rajamannar told Dan. And nostalgic marketing like this can be a powerful tool.
3. M & M: "Melts in the mouth, not in your hands"
Here is a brand that did not need much time before realizing its fundamental value proposition. At the end of the day, chocolate is chocolate. How can a piece of chocolate really stand out from the others? By bringing the convenience factor, of course.
This particular example highlights the importance of finding something that differentiates your brand from others – in this case, the hard shell that prevents chocolate from melting all over you.  4. De Beers: "A diamond is eternal"
Diamonds are not really worth it. In fact, a diamond is worth at least 50% less than you paid it by the time you left the jewelry store. So how did they become the symbol of the wealth, power, and romance that they are in America today? All thanks to a brilliant and multifaceted marketing strategy conceived and executed by the advertising agency N.W. Ayer in the early 1900s for their client, De Beers.
The four iconic words "A Diamond is Forever" have appeared in all De Beers commercials since 1948, and AdAge has named it the best slogan of the century in 1999. It captures perfectly the feeling that De Beers sought: that a diamond, like your relationship, is eternal. It also helped to discourage people from selling their diamonds. (Mass resale would disrupt the market and reveal the intrinsically low intrinsic value of the stones themselves.) Brilliant.
Source: Sydney Merritt
5. Meow Mix: "Tastes so good, cats ask for it by name"
Meow Meow Meow Meow … in television commercials of Meow Mix? The brand has published a simple but clear slogan: "Tastes so good, cats ask for it by name."
This slogan puts forward the fact that every time a cat meows, he actually asks Meow Mix. It was not only clever, but he also successfully planted Meow Mix as an outstanding brand in a crowded market.
<img class = "wt-blog__normal-image alignCenter shadow" src = "https://blog.hubspot.com/hs-fs/hubfs/meow-mix-slogan.jpg?t=1536128087911&width=296&name=meow -mix-slogan.jpg "alt =" meow-mix-slogan.jpg "title =" meow-mix-slogan.jpg "width =" 296  Source: Walgreens
] 6. Verizon: "Can you hear me now? Well. "
Here's another brand that has come a long time to come up with something that has really resonated with its audience.This slogan was created in 2002 under the slogan" We never stop working for you ".  Although Verizon was founded in 1983, it has continued to fight against several phone companies like AT & T and T-Mobile, its strongest competitors.But what distinguishes Verizon? you have a service, you may not have the best texting options or the best mobile options, but you will still have access to the service.
Source: MS Lumia Blog
7. US Marine Corps: "Semper Fi"
Semper Fi, abbreviation for "Semper Fidelis", is in Latin "always faithful" or "always faithful". The saying has long been the official motto of the US Marine Corps and is used to represent them during public appearances and the official Seal of the Marines.
What makes "Semper Fi" a great slogan for the Marines? It reveals the defining characteristic of the Marines in the armed forces – loyalty and loyalty. It's also a memorable proverb that explains why the public can rely on this organization.
8. Ronseal: "He's doing exactly what he says about tin."
Ronseal is a manufacturer of wood stains and dyes from the UK, and its 20 year slogan is perfect for the humble message of the company.
Ronseal's slogan does not go beyond expectations. He does not make good promises to his customers. It just approves a functional product. So why is this slogan so catchy? Because its lack of volume in reality speaks volumes to its public. Too many companies are trying to break the noise of their competitors by being so strong and ambitious that they forget what they have been in the first place. Ronseal saw the true value of basic reliability and founded a slogan that allowed him to stay where his customers liked him.
9. The Mosaic Company: "We help the world to develop the food it needs"
The Mosaic Company's slogan is also its mission statement, which guarantees that the brand's branding strategy is that of the manufacturer. fertilizer corresponds to the main interests of society. ] All that all slogans have to do is look beyond the needs of the company, or even its users, and describe how the product or service helps the community. In this way, "We help the World Grow the Food It Needs " is a heavy slogan that expresses not only what The Mosaic Company wants for its customers, but also what it requires. the public.
Source: The Mosaic Company
10. Pitney Bowes: "We Power Transactions That Drive Commerce"
Pitney Bowes, the provider of shipping and direct mail software, has a slogan similar to that of The Mosaic Company in the section above:
The Slogan Pitney Bowes shows us that its products not only help companies track and deliver goods – they improve the efficiency of the e-commerce community. This is a good strategy, considering the alternative. How would the company's slogan be unfounded if it was "We optimize the transactions that serve the results of our customers"?
11. Nike: "There is no line of arrival"
This is not the slogan for which Nike is the best known (keep reading – the one you think is in fact Nike's slogan). But, in keeping with the purpose of the slogan, the company has used this thoughtful line to represent several individual campaigns that position Nike as an athlete partner in the ongoing process of improving its sport.
"There is no finish line" is currently at the head of the Nike + Run Club and started in 1977 as a print advertisement designed by John Brown & Partners. The slogan basically means that there will always be another hill to climb, another part to play, another workout to finish and another run to run. It's a unique message in a world of sport that will normally help you succeed, rather than remind you to keep going. But that's all Nike talks about: the next challenge, the next one, and the next one.
"There Is No Finish Line" recently appeared in Nike's #Breaking2 project in 2017. In this project, the company hosted some of its professional distance runners to try to break the two-hour marathon. See the campaign video below.
12. Nike: "Just Do It"
Now for the most famous message Nike. "Just Do It" flies over all the products and events created or sponsored by Nike, and that's exactly what makes it the official slogan of the company.
Nike's message was not long in resonating. The brand has become more than just a sportswear – it has begun to embody a state of mind. This encourages you to think that you do not have to be an athlete to be in shape or face an obstacle. If you want to do it, do it. That's all there is to it.
But it is unlikely that Kennedy + Weiden, the agency behind this slogan, knew from the outset that Nike would show up in this way. In fact, Nike's product has been used almost exclusively for marathon runners, who are among the most demanding athletes. The "Just Do It" campaign has expanded the funnel, and there is evidence that some brands must take their time to come up with a slogan that reflects their message and resonates with their target audience.
Source: Canal Canal
13. Apple: "Think Different"
This slogan was first published in Apple's commercial "Here to the Crazy Ones, Think Different". . The phrase itself is a daring nod to IBM's "Think IBM" campaign, used at the time to advertise its ThinkPad.
Soon after, the slogan "Think Different" accompanied Apple's commercials. did not release significant new products at the time. Suddenly, people began to realize that Apple was not just any old computer. It was so powerful and so simple to use that it made the average computer scientist feel innovative and technology savvy.
According to Forbes, Although the slogan has been removed since, many Apple users still feel empowered to be part of those who "think differently."
14. L'Oréal: "Because you are worth it"
Who does not want to feel worth? The people of L'Oréal have worked with the theory that women wear makeup to make themselves "beautiful", so they feel desirable, desired and worth it. The slogan does not concern the product – it is the image that the product can provide you. This message has allowed L'Oréal to push its brand further than the utility to give the overall make-up concept a much more powerful message.
Source: Farah Khan ]
15. California Milk Processor Board: "Got Milk?"
While most people know "Got Milk?" campaign, everyone does not remember that it was launched by the California Milk Processor Board (CMPB). What's interesting about this campaign is that it was originally launched to combat the rapid increase in fast food and non-alcoholic beverages: the CMPB wanted people to pick up milk as the drink of choice for a healthier life. The campaign was meant to bring a "boring" product to life, said TIME Magazine's advertising executives .
The Simple Words "Got Milk?" Scrawled above celebrities, animals and children with milk mustaches, which ran from 2003 to 2014 – making this campaign one of the most enduring of all time. The CMPB was not determined to make its brand known with it – it was determined to infiltrate the idea of drinking milk across the country. And these two simple words assuredly as they did.
Source: Broward Palm Beach News Times
16. BMW: "Designed for driving pleasure."
BMW sells cars all over the world, but in North America, it was known for a long time under the motto "The Ultimate Driving Machine". This phrase was created in the 1970s by a relatively unknown advertising agency named Ammirati & Puris. to reflect your success only on a high-end car? "
The new slogan," Designed for Driving Pleasure, "is intended to reinforce the message that the main selling point of its cars is its dynamism, an emotional message that consumers can subscribe to pay for their cars. high price.
17. Tesco: "Every Little Helps"
"Every Little Helper" is the kind of catchy slogan that can make sense in many contexts – and it is flexible enough to integrate with any message from Tesco – it can refer to value, quality, service and even environmental responsibility – that the company practices in dealing with the impacts of its operations and its supply chain.
This is at so, as written Naresh Ramchandani The Guardian, "Perhaps the most ingeniously modest slogan or slogan" ever written. Tesco is positioning itself as a brand for the public and an ambitious, modest slogan like this, reflects it beautifully.
Source: The Drum
18. Bounty: "The Quicker Picker Upper"
Bounty paper towels, manufactured by Procter & Gamble have been using their catchy slogan "The Quicker Picker Upper" for almost 50 years. If it sounds like one of those songs sung on words you learned during your childhood, it's because it's a: the slogan uses what's called consonance – a poetic device characterized by the repetition of the same consonant twice or more succession (think: "pitter patter").
Over the years, Bounty has completely abandoned this slogan, replacing "Quicker" with other adjectives, depending on the brand's current marketing campaign – such as "The Quilted Picker Upper "and" The Clean Picker Upper ". At the same time, the brand's main web address has gone from quickerpickerupper.com to bountytowels.com. But although the brand is launching into other campaigns, it has retained the theme of its original and catchy slogan. style = "width: 500px “>
19. Lay's:" Betcha can eat only one "
Seriously, who never had a single chip? Although this slogan may be true for other fast food companies, Lay was adept at taking it over immediately. our truly human inability to ignore crispy and salty goodness when it looks us in the face.Carbohydrates, what tangled web you weave.
But seriously, notice that the focus is not put on the taste There are plenty of other delicious fries, but what Lay was able to do with his slogan is that totally human and uncontrollable nature of snacking until the cows get back to the house.
20. Audi: "Vorsprung durch technik"
"Vorsprung durch technik" is the leading German Audi brand all over the world since 1971 (except for the United States, where the slogan is "Truth in the l & # 39; engineering"). ). Although the phrase has been translated in several ways, the online LEO dictionary translates "Vorsprung" to "advance" or "advance" as "distance, amount by which someone is leading in a competition". Audi roughly translates it as: "Advancement through technology."
The first generation of Audio 80 (B1 series) was launched a year after the slogan in 1972 and the new car features technical. It was during the 1970s that the Audi brand established itself as an innovative automaker, particularly with the five-cylinder engine (1976), turbocharging (1979) and quattro all-wheel drive (1980). This is still a reflection of the Audi brand today.
Source: Cars and Coffee Chat
21. Dunkin's Donuts: "America Runs on Dunkin"
In April 2006, Dunkin & # 39; Donuts launched the largest repositioning effort in its history by unveiling a brand new multi-million dollar ad campaign under the slogan "America Runs on Dunkin." The campaign revolves around Dunkin Coffee "Donuts, which feeds busy Americans while they are on the move."
"The New Campaign is a fun and often offbeat celebration, showing Americans embracing their work, their game and all the rest – Dunkin's Donuts, accompanied at every stage of the process, read the official press release of the official launch of the campaign.
Ten years later, people at Dunkin Donuts realized that they were missing from their clients. . That's why, in 2016, they launched the "Keep On" campaign, which they call their modern interpretation of the ten-year slogan.
"It is the idea that we are your partner in crime, or we are like you wingman, your friend in your daily struggle and we give you a positive energy both by the food and drinks but also emotionally, we believe in ourselves and we believe in the consumer, "said Chris D'Amico, executive vice president and creative director at Hill Holiday.
Source: Lane Printing & Advertising
(Fun Fact: Dunkin's Donuts tests brand change – and renames itself.A store in Pasadena, California, will be called simply Dunkin's.)
22. McDonald's: "J & Love it "
The" I'm Lovin 'It "campaign was launched in 2003 and is still going on today, this is a great example of sl ogan that resonates with the target audience of the brand. McDonald's food may not be your healthiest choice, but health is not the benefit that McDonald's promises: you'll love the taste and convenience.
(Fun Fact: The Famous Hook of the Jingle – "ba da ba ba ba" – was originally sung by Justin Timberlake.)
23. The New York Times: "All the news that suits the print"
This one is my favorite. The slogan was created in the late 1890s as a movement of opposition to other publications of information printing cheeky journalism. The New York Times did not defend sensationalism. Instead, he focused on important facts and stories that would make his audience aware. She literally considered her content as the real "news to print".
This helped the newspaper to become more than a mere media outlet, but a company that paved the way for credible information. The company did not force the slogan when it was created, but created one at a time when it needed it most.
Source: 4th St8 Blog
24. General Electric: "Imagination at Work."
You may remember the old General Electric slogan "We Bring Good Things to Life", launched in 1979. Although this slogan is known and well received, the new slogan – "Imagination at Work "- shows how the internal culture of a company can revolutionize the way it sees its own brand.
"L'imagination au travail a commencé comme un thème interne chez GE", a rappelé Tim McCleary, responsable identité. Lorsque Jeff Immelt est devenu PDG de GE en 2001, il a annoncé que son objectif était de renouer avec les racines de GE en tant qu’entreprise définie par l’innovation.
Cette culture et ce thème ont donné lieu au nouveau slogan "Imagination at Work". incarne l'idée que l'imagination inspire l'initiative humaine à prospérer dans ce que nous faisons
25. State Farm: "Comme un bon voisin, State Farm is There"
La compagnie d'assurance State Farm a un certain nombre de slogans, y compris "Get to a better State" et "Personne ne vous sert mieux que State Farm". Récemment, la société a mis à jour son slogan: «Nous sommes là pour aider la vie à bien se passer»
Mais le slogan le plus célèbre de State Farm est: «Comme un bon voisin, State Farm est là». si vous habitez aux États-Unis et que vous regardez la télévision.
Ces mots mettent en valeur la proposition de valeur de «la communauté d'abord» de State Farm – ce qui la distingue de l'énorme bureaucratie de la plupart des compagnies d'assurance. Et il établit rapidement une relation étroite avec le consommateur.
Souvent, les clients ont besoin d'une assurance quand ils s'y attendent le moins – et dans ces situations, State Farm réagit dans un langage amical et amical
26. Maybelline: "Peut-être qu'elle est née avec ça. Peut-être que c'est Maybelline."
Pouvez-vous chanter ce jingle dans votre tête? L’ancien slogan de Maybelline, créé dans les années 1990, est l’un des plus célèbres au monde. Cela vous fait penser à des pages de magazines sur papier glacé mettant en vedette des femmes fortes et belles avec de longs cils qui fixent l’objectif. C'est cette confiance que la marque de maquillage de Maybelline est tout à fait – en particulier, la transformation en une femme confiante à travers le maquillage.
Maybelline a changé son slogan pour "Make IT Happen" en Février 2016 exprimer leur beauté à leur manière. " Malgré ce changement, l'ancien slogan reste puissant et omniprésent, surtout parmi les nombreuses générations qui ont grandi avec lui.
27. Le Corps des Marines des États-Unis: "The Few. The Fier. The Marines"
Bien que "Semper Fi" soit l'un des slogans les plus convoités du US Marine Corps (ou plus officiellement des devises), des slogans de recrutement de premier ordre au cours des décennies. Celles-ci incluent "Premier à se battre" à partir de la Première Guerre mondiale, à "Nous cherchons quelques bons hommes" des années 1980.
Cependant, nous soutiendrions que "The Few. The Fier. The Marines". is among the best organization taglines out there.
This tagline "underscores the high caliber of those who join and serve their country as Marines," said Maj. Gen. Richard T. Tryon, former commanding general of Marine Corps Recruiting Command. In 2007, it even earned a spot on Madison Avenue's Advertising Walk of Fame.
Want more? Read Quiz: Can You Guess the Brands Behind These 16 Slogans?