http://www.telegraph.co.uk/finance/businessclub/management-advice/9075668/Think-Tank-Brands-still-need-words-to-get-the-message-across.html
Inspiration gained:
- How slogans can animate a company and its employees, not just shape what consumers might think about its brand
- The most affective slogans, with examples
- Slogans that are not very affective, with examples
- And how now brand names are used more than catchy slogans
It can only take three words to animate a company, for example:
‘Never knowingly undersold’ - John Lewis
‘Every little helps’ – Tesco’s
‘Just do it’ – Nike
One of the most iconic is ‘Beanz Meanz Heinz’ – Heinz Baked Beans.
Which has been used since it was founded 1967 within a pub. This being
particularly clever because of the similarity of the words and the letter (s), which
should be at the end of the words with a (z), still has an understandable but unique
affect.
These slogans have animated these companies within the United Kingdom
and overseas. Creating massive brands, which can be recognized purely by three simple
words.
These simple words are used especially by brands such as Nike because
of their strong global presence; the words are more understandable than John
Lewis’s slogan ‘never knowingly undersold’, which may be more difficult to a
global audience to understand.
Although it "acts
as a reminder to our customers of our pricing policy', a company spokesperson
has explained, "its main purpose is as a discipline upon our central
buyers to ensure that, in arriving at their selling prices, the best possible
value is offered to our consumers".
This shows that John
Lewis’s slogan has more than one meaning, which could be confusing for
potential consumers and for people understanding the brand.
However the simplicity and shortness of Nike’s slogan means it only has
one meaning and therefore helps to make it more memorable and easier to brand
their products with. For example the slogan often features on their products
such as t-shirts. This makes the slogan more affective for the business and
more recognizable to a wider audience.
Other factors of a business
may be more important than slogans:
Slogans need to be used
well to be affective in a positive way otherwise they can have a negative affect
and give the wrong impression of a brand.
Designed to demystify
the intimidating world of DIY, Ronseal's "Does Exactly What It Says On The
Tin" was originally rejected for being too boring.
Audi's ingeniously
re-purposed "Vorsprung Durch Technik", spotted on a wall and
plundered unapologetically on a factory visit, was similarly rebuffed in
research, this time for being "too German".
Slogans have also become less of an important factor more recently due
to the name of the brand or company being seen as a lot more important.
Understanding and
leveraging their power remains an important and potentially lucrative task for
marketers’ because, as Mark Twain once put it: "Actions speak louder than
words, but not nearly as often".
Images are arguably
more important than three words. Visual association is a lot more common with
the colour red for example being associated with ‘coke a Cola’. An advantage of
a strong brand image is also that there is no language barrier like slogans
that are used.
‘Jingles’, jingles are
often used to create brand recognition, which is very recognisable, especially
for children. For example ‘BN, BN’ was immediately recognisable when being
advertised on television and a lot more affective on the younger generation.
However, finding a brand name, which is simple, memorable and catchy,
seems to be key to success for many businesses nowadays.
For example: ‘the twitter affect’, in 2009 twitter was the most spoken
word in the UK according to the global language monitor dater. By that time the
business had only been running for four years.
Moreover the card industry is an example of where businesses have used
unique names to create more affect, for example: Funkypidgeon.com and
Moonpig.com
No copyright intended
Images taken from:
http://www.google.co.uk/imgres?q=joh+lewis&um=1&hl=en&sa=N&biw=1279&bih=605&tbm=isch&tbnid=eoSje12J9ShwXM:&imgrefurl=http://searchlocaljobs.co.uk/john-lewis-jobs/&docid=7L3x5DNyePhX0M&imgurl=http://searchlocaljobs.co.uk/john-lewis-jobs/images/John%252520Lewis%252520Store.jpg&w=250&h=166&ei=7OlLT9m3MYuu8QPzwtmzDg&zoom=1
http://www.google.co.uk/imgres?q=nike+just+do+it&um=1&hl=en&sa=N&biw=1279&bih=605&tbm=isch&tbnid=VkEj8vb1aRvrXM:&imgrefurl=http://blog.crowdspring.com/2010/07/tagline-slogan-marketing/nike-just-do-it/&docid=O3mDE8zfqD_diM&imgurl=http://blog.crowdspring.com/wp-content/uploads/2010/07/nike-just-do-it.jpg&w=581&h=581&ei=DupLT4GoMInu8QO2t9C0Dg&zoom=1&iact=hc&vpx=121&vpy=170&dur=419&hovh=225&hovw=225&tx=121&ty=120&sig=102174241805041392403&page=1&tbnh=118&tbnw=130&start=0&ndsp=23&ved=1t:429,r:0,s:0
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