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34 ways to create a memorable slogan.


1. Ask a question
DOES SHE OR DOESN'T SHE?--CLAIROL

2. Show your unique commitment
WE TRY HARDER--AVIS

3. Explain product superiority
TAKES A LICKING AND KEEPS ON TICKING--TIMEX

4. Evoke a benefit in a fresh way
LET YOUR FINGERS DO THE WALKING--YELLOW PAGES

5. Use an emotive call to action
REACH OUT AND TOUCH SOMEONE--AT&T

6. Use an evocative call to action
PUT A TIGER IN YOUR TANK--ESSO

7. Use an imperative call to action
JUST DO IT--NIKE

8. Use a one-word call to action
THINK--IBM

9. Use a cheeky call to action
LET US TAN YOUR HIDE--CRISBY FRISIAN FUR CO.

10. Re-visit a familiar call to action
REACH OUT AND BUST SOMEONE--CRIME STOPPERS

11. Link a product feature with an abstract need
A DIAMOND IS FOREVER

12. Link a feature with your address
WE CORNER THE MARKET--IRVING RIVERS LTD.

13. Combine a feature and a benefit in the same phrase
MAKE YOURSELF AT HOME--IKEA

14. Declare a superlative feature
THE WORLD'S #1 SELLING FINANCIAL SOFTWARE--QUICKEN

15. Make a compelling promise
THE WORLD ON TIME--FEDERAL EXPRESS

16. Be whimsical
IT'S THE REAL THING--COCA COLA

17. Say it staccato
SOOTHES. CLEANSES. REFRESHES.

18. Use a two-fold delivery with a twist
COMMON SENSE. UNCOMMON RESULTS.--DAVID INGRAM AND ASSOCIATES.

19. Address a specific need
FOR WOMEN WHOSE EYES ARE OLDER THAN THEY ARE--ROBERT POWERS SKIN
CREAM

20. Be abstract but client-centred
AFTER ALL, IT IS YOUR INFORMATION--AUTHENTEX SOFTWARE

21. Describe your product in a novel way
LIQUID JEWELRY--LORR LABORATORIES NAIL POLISH

22. Link company name to product benefit
NEVER FORGETS--ELEPHANT MEMORY SYSTEMS

23. Suggest the cost of not using your product
RAISE YOUR HAND IF YOU'RE SURE--SURE DEODORANT

24. Be grotesque to make a point
WEARS LIKE A PIG'S NOSE--MEN'S OVERALS, W. M. FINCK & CO.

25. Turn a current business maxim on its ear
THINK SMALL--VOLKSWAGEN

26. Link a well-known phrase with your product benefit
UNDERSTANDING COMES WITH TIME--TIME MAGAZINE

27. Brag about yourself
WE TAKE THE WORLD'S GREATEST PICTURES--NIKON

28. Brag about your product and your client
YOU AND BETTY CROCKER CAN BAKE SOMEONE HAPPY--BETTY CROCKER

29. Take a breath and say it all
FINEST ANTI-KNOCK NON-PREMIUM GASOLINE EVER OFFERED AT NO EXTRA
COST-UNION OIL CO.

30. Describe your service and its #1 benefit in two words
ADVERTISING PAYS

31. Personify your product
LAUGHS AT TIME--DU PONT PAINT

32. Distill your business into one phrase
THE DOCUMENT COMPANY--XEROX CORP.

33. Tie your slogan to your logo
GET A PIECE OF THE ROCK--PRUDENTIAL INSURANCE CO.

34. Dare to diff



ALAN SHARPE, COPYWRITER
-------------------------------------------
Advertising | Direct Marketing
Sales Literature | Slogans & Names

475 Bank Street Unit 11 Ottawa ON K2P 1Z2
Voice 613.795.5537       alan@sharpecopy.com
Fax   613.234.5537 http://www.sharpecopy.com