How Do You Create A Winning Advertising Slogan?
I’ve been involved in the creative side of advertising for about a decade. Most of my work has been for large local and regional companies with a few national campaigns mixed in. Making TV commercials and pitching to clients is interesting work but being asked to come up with a slogan – a new branding statement – is arguably the most challenging and enjoyable project to tackle. Here’s how to come up with a killer slogan that will make you the toast of the office…at least for a few days. Step 1 You need to define where your client wants to go with this new slogan. What is their unique selling position – what are they best at? The best slogans are clever but concise, have a double meaning that gives a deeper understanding of the company and, of course, a slogan must be memorable by everyone who hears it. Step 2 Once you’ve defined the client’s goals and researched their company then you must get to work. Here’s the hard part. Most jobs can be tackled head on…but it takes time (and so
I’ve been involved in the creative side of advertising for about a decade. Most of my work has been for large local and regional companies with a few national campaigns mixed in. Making TV commercials and pitching to clients is interesting work but being asked to come up with a slogan – a new branding statement – is arguably the most challenging and enjoyable project to tackle. Here’s how to come up with a killer slogan that will make you the toast of the office…at least for a few days. You need to define where your client wants to go with this new slogan. What is their unique selling position – what are they best at? The best slogans are clever but concise, have a double meaning that gives a deeper understanding of the company and, of course, a slogan must be memorable by everyone who hears it. Once you’ve defined the client’s goals and researched their company then you must get to work. Here’s the hard part. Most jobs can be tackled head on…but it takes time (and some magic) to c
