Sorry, I’m not buying your slogan. The one you’ve used since Keith Richards was in diapers. Don’t tell me that I’m in good hands. Show me. Better yet, spare me your hollow tagline.
Back in the day, slogans were the cornerstone of a strong brand. They were proud and projected leadership: We Try Harder. King of Beers. Breakfast of Champions. Soon, everyone claimed to the biggest, the baddest or the cheapest. When every company boasts about having the best deals in town, we believe nobody.
Today, most slogans have lost their punch, the thrill is gone. It goes in one ear and out the other. “What can brown do for you?” Well, it sure didn’t help UPS. That slogan left a skid mark in the annals of branding. And yet, their trucks are still brown. Sorry, it must be said.
When it comes to hype, my radio friends are the worst offenders. They boast about playing 10-songs-in-a-row. Uhhh, ever hear of Spotify? They stream a 30 million song library, with no commercials. And why should listeners wait for your traffic report (on the 5’s) when we’ve got a WAZE app for that? Still, stations pile on the slogans, tone deaf to their audience.
Here’s my take: What is Google’s slogan? How about Amazon? Facebook? Netflix? Give up? They don’t have one. More to the point, those companies don’t need a slogan. They’re innovators who deliver amazing products that consumers can’t live without. They attract believers who gladly spread the message. And that personal endorsement rings true because it’s authentic. As the word spreads, the buzz reverberates.
You don’t need no stinkin’ slogan.
Next: Attack of the Sequels