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Thinking about the future of brands immediately took me back to the past.

In a world of digital tv, smart phones and the internet it amazes me how the power of a slogan is still as important, defining and relevant now as it has always been. It might be argued that in a world of globalisation a strapline has never been more apparent and therefore more important. A great slogan will transcend any nationality or localisation.

Why is this? the slogan is merely a few lines that represent the brand.

I went to a conference once where the slogan was referred to as the 'Noble Purpose'. Elevating the use and the meaning of the slogan within a company is important. The role of the slogan is to raise brand awareness, a memorable and relevant slogan will do this in abundance.

Thinking about how companies use their slogan led me to explore some uses past and present.

A slogan is great for generating brand recall, it is the slogan that sticks in the consumers mind.
How do you get a consumer to remember a set of four random initials?
The worlds local bank

The slogan can also make a simple and direct statement that removes every other competitor from the category.
Beanz Meanz Heinz


If you have a point of difference the slogan is a great platform to shout about it.
Say goodbye to the Bag


Many companies use it to enforce the fact they are a category leader, invaluable in the consumer mindset.
The Real Thing
The Worlds Favourite Airline

The slogan can easily create a set of aspirations
The Best a Man Can Get
Diamonds are forever


Or represent your value offer
Every little helps
Saving you money everyday


Reinforce your service offering

When it absolutely, positively has to be there overnight

We’re No. 2. We Try Harder

Sometimes if a slogan is unique and backed up by a great campaign a company can generate income via other sources

Simples!

Bud- Weis - er

The worlds leading brands know what their slogans represent and we as a consumer buy into their proposition. Well thought out and consistent slogans that are reinforced through multiple campaigns will improve brand recall and brand recognition. A slogan will be just as important as a Logo, they should work in tandem.
They're Grrreat