What is it about some slogans that stay with us, long after the products they represent are but a memory? They just feel right, those words, and we find ourselves repeating them and forever associating products and services with them. We may not have even noticed those goods before the slogan caught on, but quickly welcomed them into our lives, as the catchy words crept into our daily lexicons.
You could think about this subject at length—what makes a slogan catch on—and a definitive answer will still elude you. Even the top advertising companies won’t be able to put a finger on what it is exactly that makes one advertising campaign catch on like wildfire while another goes bust before it ever gets off the ground. Studying the most successful advertising campaigns yields little information of value.
You could point to the cadence of the words as in the popular McDonald’s campaign, “You deserve a break today,” but that would only be a part of the equation. It’s also the way the fast food chain seems to understand that we all work hard for a living. They understand we’re craving leisure and a way to get away from the daily grind. We like that they “get” us.
You could focus on the clever idea of combining humor with a message, such as the cranky old lady in the Wendy’s commercial who demands to know, “Where’s the beef?” It makes us giggle, but we get it: all other burger places are using dubious amounts of actual beef in their products while Wendy’s is the real deal—the place where true burger aficionados go when they’ve got a hankering for a meat patty.
You could direct your attention to the way Nike makes us all want to try just that much harder with three simple words: “Just do it.” Anyone can be a champion with those three words pushing us on to ever greater heights. It doesn’t matter whether we are rich or poor, black or white. With Nike, we know we’ll do your best and that’s the most any of us could desire.
Sometimes, an advertising slogan stays with us simply for the nuisance value. The Kars4Kids jingle is the perfect example of this genre. It comes on the radio and we roll our eyes. We sing it in snotty voices to each other, in a childish meter that remind us of nursery school.
But you know what? That jingle stays with us. And when it comes time to buy a new car, that voice comes on in our heads reminding us of a phone number to call (1-877-Kars4Kids). We donate our cars and we feel darned good about it, despite the obnoxious quality of the car donation charity’s jingle.
The best jingles and slogans have staying power, whether they are rhythmic, funny, motivational, or annoying. They make us buy product, do good deeds, or cause us to try just a little bit harder. We may not know the secret of how to create a successful advertising campaign, but we know one when we see one.
Source:http://www.ronntorossianupdate.com/secrets-of-brand-building
You could think about this subject at length—what makes a slogan catch on—and a definitive answer will still elude you. Even the top advertising companies won’t be able to put a finger on what it is exactly that makes one advertising campaign catch on like wildfire while another goes bust before it ever gets off the ground. Studying the most successful advertising campaigns yields little information of value.
You could point to the cadence of the words as in the popular McDonald’s campaign, “You deserve a break today,” but that would only be a part of the equation. It’s also the way the fast food chain seems to understand that we all work hard for a living. They understand we’re craving leisure and a way to get away from the daily grind. We like that they “get” us.
You could focus on the clever idea of combining humor with a message, such as the cranky old lady in the Wendy’s commercial who demands to know, “Where’s the beef?” It makes us giggle, but we get it: all other burger places are using dubious amounts of actual beef in their products while Wendy’s is the real deal—the place where true burger aficionados go when they’ve got a hankering for a meat patty.
You could direct your attention to the way Nike makes us all want to try just that much harder with three simple words: “Just do it.” Anyone can be a champion with those three words pushing us on to ever greater heights. It doesn’t matter whether we are rich or poor, black or white. With Nike, we know we’ll do your best and that’s the most any of us could desire.
Sometimes, an advertising slogan stays with us simply for the nuisance value. The Kars4Kids jingle is the perfect example of this genre. It comes on the radio and we roll our eyes. We sing it in snotty voices to each other, in a childish meter that remind us of nursery school.
But you know what? That jingle stays with us. And when it comes time to buy a new car, that voice comes on in our heads reminding us of a phone number to call (1-877-Kars4Kids). We donate our cars and we feel darned good about it, despite the obnoxious quality of the car donation charity’s jingle.
The best jingles and slogans have staying power, whether they are rhythmic, funny, motivational, or annoying. They make us buy product, do good deeds, or cause us to try just a little bit harder. We may not know the secret of how to create a successful advertising campaign, but we know one when we see one.
Source:http://www.ronntorossianupdate.com/secrets-of-brand-building
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