“A slogan is a memorable motto or phrase used in a political, commercial, religious and other context as a repetitive expression of an idea or purpose. The word slogan is derived from slogorn which was an Anglicisation of the Scottish Gaelic sluagh-ghairm (sluagh “”army””, “”host”” + gairm “”cry””). Slogans vary from the written and the visual to the chanted and the vulgar. Often their simple rhetorical nature leaves little room for detail, and as such they serve perhaps more as a social expression of unified purpose, rather than a projection for an intended audience.
Marketing slogans are often called taglines in the United States or straplines in the U.K. Europeans use the terms baselines, signatures, claims or pay-offs.
Types of marketing slogans
Advertising slogans can take several different communication approaches:
- Descriptive: For an uncommon or confusing product or an unusual brand name, a tagline can add clarity.
- Benefit Based: Slogans like these help customers visualize the brand’s key value by focusing attention on a benefit.
- Point of Difference: In a highly competitive market place, moving beyond the benefit to what makes the brand better can help it stand out.
- Witty Catchphrase: Some brands have achieved places in pop culture with catchphrases that have caught fire.
- Personality: Some of the more famous taglines can establish the brand’s personality or the corporate image.
- Visionary: Companies with diverse products sold in many countries often struggle with a tagline that embraces their far flung businesses. In these cases, a tagline that evokes the mission or vision of the company can be very effective.
- Provocative or Motivating: Telling customers what to do or why a brand is important can motivate action.