MARKETING
TIP #051
Great One-liners (aka Slogans)
Slogans have long been a key factor in building successful brands and businesses.
The most compelling lines, according to author Steve Cone, deliver
an electric surge to the buyer – a current that stays in their minds
year after year after year – like GE’s “We bring good
things to life.” (Even though GE stopped using that line several
years ago, everyone still thinks it’s their tagline.)
Just think of the ultimate one-liner: “I love you.” It’s universal, powerful and the best example of human feeling simply explained and 100 percent straightforward.
Here are several examples of great slogans that were key drivers in the success of their brands:
“When it Absolutely, Positively Has to Be There Overnight.” FedEx ran this tagline for 15 years – absolutely defines what they do and what it means for you.
“A Diamond is Forever.” Created by a young female copywriter in 1948, this line still has staying power.
“Coke. It’s the Real Thing.” And every other sugared water is not. Exactly!
Taglines stick in the buyer’s brain and make a difference in their selection of brands. It’s hard work to create an authentic tagline, but in the process, your brand can become stronger than the competition and carve out a position in your buyer’s brain that nobody else can claim.Talk to you soon,
Kae Groshong Wagner
CEO, Founder — North Star Marketing
Award-winning Author, Speaker
Brand Consultant
CEO Advisor for Sales & Marketing
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