Few things are more fun and interesting in marketing than the slogans and logos that companies choose to identify and promote. In this post I would like to refer in particular to the slogans and their potential.
For the American Marketing Association, a brand is “a name, term, symbol or design, or a combination of such elements, the purpose of which is to represent the goods and services of a seller or group of sellers and to differentiate them from those of the competition.” It is therefore a very important concept today, and not only in the business world but also in everyday life, as we use brands to distinguish products, services, industries, commercial establishments, institutions, characters and even ideas with which that we meet on a day-to-day basis and very frequently. Brands help us to differentiate some products from others based on their attributes, their own experiences, sensations or what their owners or indirectly transmit to us by other people, users,
As Kotler and Keller indicate in their book Marketing Management, “a brand is a promise between the company and the consumer; it is a means of setting consumer expectations and reducing risks. In exchange for customer loyalty, the company promises to deliver a reliable positive experience and desired set of benefits with its products and services.
There are millions of registered trademarks, to the point that, at present, it is not always easy to create or find a brand for a new product or service and, even more difficult, for this new brand to begin to have a minimum recognition.
In general, a brand is usually made up of one or more combined words, not necessarily understandable, or by acronyms. The brand should sound good to read or mention and should be easy to remember; You have to be able to register and therefore protect yourself and you should even think about how it sounds in other languages and countries to avoid problems, but the most important thing is not the name, but that the company or its owner creates value for the market.
On the other hand, from time to time rankings of the most valuable or most recognized brands in the world or in certain markets are published. It is no secret that the first places are currently occupied by, among others, the big technology companies at a global level: Amazon, Apple, Microsoft, Google, Visa, Alibaba, Tencent, Facebook, McDonald’s, Mastercard, AT&T, Verizon, Coca-Cola, IBM, Marlboro, The Home Depot, SAP, Moutai, Louis Vuitton or UPS. Not all of them are necessarily familiar to the general public.
If we limit ourselves to the Spanish market, among the most valuable brands we can mention: Zara, Movistar, Santander, BBVA, Repsol, CaixaBank, Mercadona, Bershka, Massimo Dutti, Iberdrola, Mapfre, El Corte Inglés, Mahou, Prosegur, Real Madrid, Bankia , Naturgy, Sabadell, FC Barcelona, Loewe, SEAT, Cruzcampo, Bankinter, Iberia, Endesa, Estrella Galicia, Damm, Dia, Mutua Madrileña and Mango.
As I said before, I would like to refer to another element that contributes to strengthening the recognition and positioning of brands in general, such as slogans, and I will do so with the help of different examples.
A slogan is a short phrase used to promote quick identification and memorization of products and services by potential consumers or buyers. A successful slogan is one that remains in the memory of consumers or potential users and helps the brand, company, product or service have a high degree of notoriety, that is, it will facilitate that, for example, when they search for a category of products, whatever brand comes to mind.
I recently read that, by its etymological origin, slogan ( slogan in English) comes from the Gaelic term sluagh-ghairm . Sluagh refers to “crowd” and ghairm means “shout.” The combination of these two words means “battle cry.” In Spanish, the slogan appeared for the first time in the Dictionary of the Royal Academy in 1984 as a “significant short phrase that alludes to something that is intended to be engraved on the minds of others.”
Sometimes we think that some well-known slogans are quite recent, but this is not always the case.
1. The slogan “A diamond is forever” (A diamond is forever) was created for the South African diamond company De Beers in no less than 1947 by editor Frances Gerety, who then worked at the N. W. Ayer & Son agency. They say that the slogan then catapulted the diamond market. The phrase has been translated into more than thirty languages.
2. Another of the first slogans I want to mention is “because I’m worth it” by the cosmetics brand L’Oréal, which appeared in 1972. The idea came from Ilon Sprecht, a creative from the McCann-Erickson agency, who at 23 and almost recently landed in the agency finished shaping the slogan. This and its most recent variations “because you are worth it” or “because we are all worth it” have been maintained for almost 50 years, strengthening the value of the brand and the different products of the company associated with it, and I would say that they continue to have a lot of strength, in addition to a sense of vindication for women.
3. M & M’s is the brand of chocolate candies of the Mars company, manufacturer of other products such as Milky Ways, Bounties, Twix, Mars, Maltesers and Snickers, which got it right decades ago with its slogan “milk chocolate is you melts in your mouth, not in your hand »( the milk chocolate melts in your mouth, not in your hand ), an excellent way to communicate the differential value of the product compared to its competitors. The slogan was first used in 1952 in the United States and was one of the first treats to appear in a television commercial. M & M’s continues to be a successful product supported by its advertising campaigns, character creation in the shape of candy, and other actions.
4. The sportswear and footwear company Adidas was also right when it launched its slogan “Impossible is nothing” in 2004 to counter the growing success of its competitor Nike. The phrase has become a philosophy of life for many athletes.
5. Precisely the slogan “Just do it!” ( Just do it! ) By Nike is one of the best known worldwide. The catchphrase was featured in a 1988 television ad about an 80-year-old athlete named Walt Stack. Subsequently, the brand’s sales soared. Apparently, Dan Wieden, founder of the advertising agency Wieden and Kennedy, was inspired for this slogan by the last words that Gary Gilmore, a double-assassin from Utah in the 1970s, spoke when he was before a firing squad.
6. Mastercard, the credit card brand, popularized another famous phrase in 1997: “There are things that money cannot buy. For everything else, there’s Mastercard »( There are some things money can’t buy. For everything else, there’s Mastercard ). It is a longer slogan than others, but the message does not leave you indifferent.
7. Another popular slogan is ” Red Bull gives you wings“. Red Bul l, which started out using cute cartoon advertisements and now also serves athletes who play extreme or risky sports, has always been present at numerous sponsored events. This slogan, in addition to the message that the brand wants to convey, has a hint of humor that makes it more attractive.
8. A catchphrase that attracted attention since it came to light in 1999 was BMW’s in the form of the question “Do you like to drive?”, Created by the advertising agency SCPF. One of the ads that caused the greatest impact in connection with the aforementioned slogan was one in which a man’s hand was seen outside the car window, adapting to the wind just as the car adapted, merging hand, car and road. feeling the wind and expressing in short the pleasure of driving. Another slogan previously used by BMW was ‘ the ultimate driving machine’ .
9. Related to this, we can still remember the success of the campaign carried out in Spain, in 1985, by the General Directorate of Traffic with the slogan “If you drink … don’t drive”, starring the singer Stevie Wonder, who still remains in our memory.
10. A slogan that had an impact on Spanish society at the time was the one used by the brand of detergent for washing machines Colón, from the Camp company . Manuel Luque, CEO of the company at the time, was the protagonist of the popular mid-1980s commercial that made the slogan “Search, compare and if you find something better, buy it” famous. The slogan was part of a broad communication strategy that saved Camp, heavily in debt at that time and whose products, Colón and Flor, would be acquired a few years later by the multinational Benckiser. That ad was similar in style to that of Chrysler president Lee Iacocca the previous year in the United States.
11. El Corte Inglés has also had powerful slogans that have contributed to its success over time. “If you are not satisfied, we will refund your money” is a slogan and in turn the motto of the company, which was a pioneer at the time by weakening the psychological barriers of consumers to a purchase. And they also remind us of different moments throughout the year with phrases like “It’s already spring in El Corte Inglés”, which began to be used in 1960.
12. One of the slogans that I like the most is that of Volvo, “For life” or “For life” ( For life ), a slogan of just two words that accompanies its logo and that brings together various meanings in a way. simultaneous: it emphasizes the well-known attribute of the brand’s safety, but also its durability, its ability to adapt to the lives of its owners, which is a brand for life, and even refers to caring for the environment.
13. Another well-known slogan is that of Nespresso. “Nespresso, what else?” ( Nespresso, what else? ) Has been used since 2006 in different advertisements starring George Clooney. The slogan aims to highlight the qualities of the brand to make the public associate the product with a unique moment when having a coffee.
14. The Swedish manufacturer Nokia, for its part, launched in 1993 its slogan “Connecting people” ( Connecting people ), which was the description of the function and purpose of the company in the years when the use of mobile mobiles had become widespread.
15. A very powerful slogan is the one used to massively attract tourism to Spain «Spain is different» ( Spain is different) , preceded in the middle of the last century by «Spain is beautiful and different» ( Spain is beautiful and different ) and previously by “Visit Spain” ( Visit Spain ). This slogan over time has been reinterpreted by the Spaniards themselves ironically about its meaning. Others such as «Smile! You are in Spain » (Smile! You are in Spain ), used from the year 2000 or more recently« I need Spain »( I need Spain ), which emerged in 2010.
16. I leave for last the slogan of one of the world’s most recognized brands, Apple: «Think different» ( Think different ), created in 1997 as a response to that of its competitor IBM at that time «Think IBM» (Think IBM ). In this way, by using the word different, they wanted to make clear their desire to position the brand and its products as unique.
These are just a few examples of familiar slogans. Logically, we could mention many more (from McDonald’s, Coca-Cola, Bimbo, Nestlé, Burger King, Gillette, Heineken, Telepizza, etc.). The best slogans reinforce the power of brands, are easy to remember, include a key benefit, often stir our emotions and summarize a story or serve as the central phrase of an ad.