Learning target: CCSS.ELA-LITERACY.RI.11-12.4
I can determine the meaning of words and phrases as they are used in a text, including figurative, connotative, and technical meanings; analyze how an author uses and refines the meaning of a key term or terms over the course of a textWhat Makes a Great Slogan?
A great slogan has most or all of the following characteristics:
It's memorable.
Is the slogan quickly recognizable? Will people only have to spend a second or two thinking about it? A brief but strong few words can go a long way in advertisements, videos, posters, business cards, swag, and other places.
It includes a key benefit.
Ever heard the marketing advice, "Sell the sizzle, not the steak"? It means sell the benefits, not the features -- which applies perfectly to slogans. A great slogan makes a company or product's benefits clear to the audience.
It differentiates the brand.
Does your light beer have the fullest flavor? Or maybe the fewest calories? What is it about your product or brand that sets it apart from competitors?
It imparts positive feelings about the brand.
The best taglines use words that are positive and upbeat. For example, Reese's Peanut Butter Cups' slogan, "Two great tastes that taste great together," gives the audience good feelings about Reese's, whereas a slogan like Lea & Perrins', "Steak sauce only a cow could hate," uses negative words. The former leaves a better impression on the audience.
Now that we've covered what a slogan is and what makes one great, here are examples of some of the best brand slogans of all time. (Note: We've updated this post with several ideas folks previously shared with us in the comments.)
Slogan vs. Tagline
Although both "slogan" and "tagline" tend to be used interchangeably, they actually serve two different purposes.
As we mentioned in the definition above, a slogan identifies a product or company. So does a tagline, for that matter. Where these terms differ is in how they position a company in its industry.
- A slogan encompasses a company's mission, what it stands for, and even how it's helping customers in the individual campaigns the company might run. Slogans can therefore be longer than taglines, as you'll see in the examples below.
- A tagline is a catchy quip that evokes an image of your brand in the minds of your customers. Taglines enable people to make lighthearted associations with your business: "When I see [tagline], I think [company]."
Taglines are more often next to the company's logo on official advertisements, and are dedicated more specifically to brand awareness than slogans. Slogans carry a brand's values and promises as the company grows and evolves, and can be promoted under an overarching company tagline.
The organization doesn't have to develop both a slogan and a tagline -- it might succeed with just a solid, recognizable tagline. But as you develop new products and identify new types of customers, you might find your brand launching a campaign that is primed for its own slogan.
Examples:
It keeps going… and going… and going. (Energizer)
The uncola. (7 Up)
Eat fresh. (Subway)
Say it with flowers. (FTD)
Trix are for kids. (Trix Cereal)
Be all you can be. (U.S. Army)
- Assignment: Below you will find a list of companies. Copy onto a google document. Please find the slogan or tagline that corresponds. This is due by Wednesday, April 21 by 6 pm for full credit. Please share 2006630 or dorothy.parker@rcsdk12.org
1. Dollar Shave Club
2. Verizon
3. The Mosaic Company
4. Meow Mix
5. DeBeers
6. State Farm
7. Dunkin’ Donuts
8. General Electric
9. The US Marine Corps
10. Maybelline
11. The New York Times
12. Lays
13. Bounty
14. BMW
15. McDonalds
16. Audi * might be a challenge
17. BMW
18. California Milk Processor Board
19. L’Oréal
20. Apple
21. Nike
22. M and M
23. Mastercard
24. KitKat
25 Crest Toothpaste
No comments:
Post a Comment