Post on 29-May-2015
Audere est facere
SLOGANS
Or...straplines, endlines, taglines, baselines, signatures, pay-offs....
What do they do?
Sit with the logo.
Plant the key message about the brand/product in people’s minds
If you only remember one thing about this ad, remember this.
What do they have to do?
Be instantly memorable
Be inextricably linked to the brand
Give a clear benefit
Differentiate
Make you feel good about the brand
Reflect the personality of the brand
Know your brand
Is it up market?... Or mass market?
Is it serious and important?
Or is it fun?
Is it cheeky? Irreverent?
Is it authoritative? Is it your mate?
Understand the brand’s tone of voice...
...and know your product too
What is the personality of the particular product?
What does it do?
How simply can you sum up the main benefit?
Understand how the brand/product fits into peoples lives
How do they consume it?
What importance to they put on it?
Understand the difference between....
Say... a brand that looks after your money..
A brand that sells you the biggest purchase of your life..
A brand that provides a service...
A brand that is exclusive....
A brand that is essential... A brand that does an essential job for you
A brand that has to be brilliantly made....
Bank, investment company, mortgage company, gas company (utility), airline, jewellery, medical, an iron, a vacuum cleaner, car... as well as food... bread
etc..... even beer (Stella)
A brand/product that is cheap....
That’s fun....
That isn’t about emotional attachment
That isn’t a big decision
A chocolate biscuit, an ice cream, a beer, a bag of crisps....
How to be memorable?
Distinctive language, a memorable fact, rhyme, alliteration, wordplay, emotive statement, remarkable claim, heritage,
something that makes you smile... a fantastic description, an irresistible benefit...
Something that taps into my views/feelings (people like me)..
AudiVorsprung Durch Technik
HeinekenRefreshes the parts
other beers can’t reach.
British AirwaysThe world’s favourite
airline
RonsealDoes exactly what it says
on the tin
Financial TimesNo FT. No Comment.
AppleThink different
NikeJust do it
Kwik FitYou can’t get quicker than
a Kwik Fit fitter
ToshibaHello Tosh, got a Toshiba?
Brief
• Write a strapline to sell you• To potential employers...
• ...or the opposite sex.• ...you’ve got half an hour
• DON’T SHOW IT TO ANYONE ELSE!
Allison’s Bread
Bread wi’ nowt taken out.
Avis Rent A Car
We try harder.
Bells Scotch Whiskey
Afore ye go.
The AA
To our members we’re the fourth emergency service.
BMW
The ultimate driving machine.
British Rail
Let the train take the strain.
British Rail
We’re getting there.
Brut
Splash it all over.
Cadbury’s Fruit and Nut
Are you a Cadbury’s Fruit and Nut case?
Carlsberg
Probably the best lager in the world.
Castrol
Liquid engineering.
Coke
It’s the real thing.
Commercial Union
We won’t make a drama out of a crisis.
Comparethemarket.com
Simples
Del Monte
The man from Del Monte says yes.
Domestos
Kills 99% of all known germs.
Ford
Everything we do is driven by you.
Fry’s Turkish Delight
Full of eastern promise
Gillette
The best a man can get.
Guinness
Guinness is good for you.
Guinness
My Goodness. My Guinness
Guinness
Pure genius.
Guinness
Not everything in black and white makes sense.
Guinness
Good things come to those who wait.
Hamlet
Happiness is a cigar called Hamlet.
HSBC
The world’s local bank.
The Independent.
It is. Are you?
Irn Bru
Made in Scotland from girders.
John Lewis
Never knowingly undersold.
Kia-Ora
We all adore a Kia-Ora
Kit Kat
Have a break. Have a Kit Kat.
Knirps
You can break a brolly but you can’t k-nacker a Knirps.
L’Oreal
Because you’re worth it.
Typhoo Tea
You only get an ‘OO’ with Typhoo.
Weebles
Weebles wobble but they don’t fall down.
The Staghunter’s Pies
Made from local venison on Exmoor
National Trust Land
Culled humanely
Gourmet recipes
Up -market - quite expensive
ExecElecUp market chauffeur service
Only uses high-end electric cars
Uniformed drivers
Costs a bit more – but kinder to the environment
The Naked Vitamin Company• Complete nutrition
• All natural – no added colourings etc.
• Pure goodness – for everyone.
The original rocker’s cafeGreat decor – great music
Vintage cars & bikesGreat food
You don’t have to be a biker or rocker to come in (but it helps....)
Made in the USA from domestic denim, the clothes made by the inmates of this Oregon Prison, are some of the most durable you will ever lay your hands on.
Based on traditional and classic, American designs, the range includes heavy duty denim jeans (including work jeans with brass buttons for attaching braces), hickory work shirts made from the same traditional “ hickory stripe ” material favoured by railroad workers, as well as the famous three quarter length yard coats and an authentic “ Western ” jacket.
The Staghunter’s Pies
Deer – but worth every penny.
ExecElecWho says businessmen don’t have a
conscience?
ExecElecYou’ve screwed your customers.
Why screw the planet?
The Naked Vitamin Company
Are you in rude health?