A new model of slogan likeability was then used to assess which of 14 common slogan characteristics determined why people liked some slogans more than others. So both sides of the picture seem to matter. Because slogans are one of the three components of brand identity, alongside brand name and logo, the new findings have significant implications for brand managers and slogan designers. If recall becomes a problem, you can always pump more money into it and increase a slogan's memorability.
But you can't pump more money and make something more likable once it's already been crafted. So from that extent, you have to be careful to build likability in your slogans. The research, "A study of the antecedents of slogan liking," appears in the early online version of the Journal of Business Research.
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By using our site, you acknowledge that you have read and understand our Privacy Policy and Terms of Use. Share Twit Share Email. As a result, it can be readily applied to other situations. People enjoy repeating memorable lines. Pragmatic Slogan Tips Beyond the key slogan takeaways, we offer three pragmatic slogan tips from the Cornell research study. Avoid past tense. These tend to be taglines for major brands that consumers feel are both clear and creative. Here are the most recalled slogans.
These tend to be shorter taglines that brands have spent lots of money promoting for a long period of time. For you. World globe An icon of the world globe, indicating different international options.
Get the Insider App. Many of the best slogans have few words. Most of our most famous examples above have between 4 and 6 words. Same with Nike. First, make a list of words that describe your brand. What does your company do, how is it different than your competitors? What need does your business fill? What emotion do customers want to feel after acquiring your type of product or service?
List words that would describe your client base and what you, as the company founder, is passionate about. Remember to use those power words. Next, pull up an online thesaurus and find some other words that might work.
Remember to keep them simple enough that any grade school student can understand them. Looking at your word list, which ones seem to jump off the page at you?
Which make your customer envision reaching their goals?
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