write the slogan in about 200 words
Answers
l emotion in order to make it memorable. "Overnig
The words have meaning, but there's no emotion in the concept of "understanding."
Sure, slogans should be as short as possible, but there's a trade-off. Slogans should be long enough to contain some words that knock on the right side of the consumer's brain. The emotional side of the brain as opposed to the left side, the logical, analytical side.
"Just do it" is one of those slogans. It's memorable because the slogan emotionally touches a "procrastination" button that exists on the right side of your brain. "Why keep thinking about it? Just do it."
"A diamond is forever" is also a memorable slogan for exactly the same reason. It touches a "love" button on the right side, especially among women.
Memorable slogans are usually long.
In truth, it's difficult to find many short slogans that are memorable. Most of the slogans people remember are relatively long.
Ace Hardware: "Ace is the place with the helpful hardware man." (9 words)
Avis: "Avis is only No.2 in rent-a-cars, so why go with us? We try harder." (12 words)
Dyson: "The first vacuum cleaner that doesn't lose suction." (8 words)
Geico: "15 minutes can save you 15 percent or more on car insurance." (12 words)
Las Vegas: "What happens in Vegas, stays in Vegas." (7 words)
M&M's: "Melts in your mouth, not in your hands." (8 words)
The New York Times: "All the news that's fit to print." (7 words)
Reese's peanut butter cups: "Two great tastes that taste great together." (7 words)
Reno, Nevada: "The biggest little city in the world." (7 words)
Roto-Rooter: "That's the name and away go troubles down the drain." (10 words)
Saturn: "A different kind of company. A different kind of car." (10 words)
Secret deodorant: "Strong enough for a man, but made for a woman." (10 words)
Smuckers: "With a name like Smuckers, it's got to be good." (10 words)
Splenda: "Made from sugar so it tastes like sugar." (8 words)
Owning a word can take many words.
While the objective of a marketing strategy should be to "own a word in the mind," the tactics to do so might involve a number of words.
Mercedes-Benz owns "prestige" in the mind even though it has (rightly so) never used the word in its advertising. Rather, Mercedes built its prestige position with high prices and a very effective advertising slogan, "Engineered like no other car in the world."
Volvo is an example of a lazy approach to branding. Apparently, Volvo management thinks, "We own 'safety' so all we need to do is to remind people of that fact." Hence the current Volvo slogan, "For life."
For life? That's a pretty anemic way of alluding to a major problem in America, the annual carnage on our highways. Last year, there were 33,963 traffic deaths, by a wide margin, the No.1 cause of accidental death in America.
Sure, traffic deaths are declining, but the reason is probably better and faster medical help, not fewer accidents. (If you compare the war in Iraq to the war in Vietnam, you will find similar statistics. Fewer deaths per hundred casualties.)
"For life" is an insipid slogan to deal with the issue of automobile safety. You might expect the company to get angry and express the issue in an emotional way. Something like the current seat-belt campaign.
The posters don't say: "Seat belts for safety." They say: "Click it or ticket."
Ironically, Volvo's new chief executive, Stefan Jacoby, was portrayed in The Wall Street Journal last month as looking for ways "to pump more emotion into the brand." One of the ways Mr. Jacoby is considering, according to the Journal, is by "going retro."
I have a suggestion. Why doesn't Volvo launch a full-bore campaign for automobile safety, starting with the dropping of Volvo sports cars and convertibles? Why not do for "safety" what Dove has done for "real beauty."
Another idea being considered by Volvo, according to the Journal, is "creating bigger and more luxurious cars." Why is it that management's solution to every problem usually involves expanding the brand? This can work to some degree when a brand is strong. But it's usually a serious error when a brand is weak.
Study history, Mr. Jacoby. Volvo was once on a roll, buttressed by reams of safety publicity. As recently as 1992, Volvo was the largest-selling European premium car brand in the U.S. market, outselling BMW, Mercedes-Benz, Audi and Jaguar.
How the mighty have fallen. Last year, both BMW and Mercedes each sold more than three times as many vehicles in the U.S. market as Volvo. Even Audi outsold Volvo.
Narrowing the focus at Folgers.
Brand expansion is the direct cause of weak slogans. A broad line often encompasses many products with little in common, forcing the use of platitudes and generalities. Yet you sometimes can develop strong slogans for line-extended brands by concentrating on one aspect of the brand.
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