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

Beau Phillips is President of Rainmaker Media. 
He’s a creative marketing consultant, strategist and speaker.
Reach him at 203-256-9347 

9 thoughts on “STOP THE HYPE”

  1. Thomas ODonnell

    The companies you mentioned without Slogans were born after Madison Avenue. In the finance world, they are considered “disrupters “…and don’t we wish we owned more of them.

  2. As John Parikhal says “it’s slogan-ering”…just awful… Remember the apple launch? 1000 songs in your pocket? No need for that anymore! Well done Beau!

  3. I’m reminded of a time (not too long ago) when a national research company “found” that women wanted inspirational stories to be heard on the radio in the morning. Within 24 hours, new on-air imaging was launched on a bunch of radio stations using slogans or lines like “your inspirational station” or “the inspirational morning show.” Those stations made no tactical or strategic change in the programming, only the hype of what they wanted you to believe was part, if not all, of the product. I imagined people in the hallway of those radio stations high-fiving each other for their speed and prowess of “knowing when to act and how.”

    This kind of activity has made radio the driveway to the online-for pay-offerings you have mentioned Beau.

    Mustard in a Ketchup bottle is still mustard. In radio (and sometimes the madness of the advertising business) someone will cleverly combine the words and call it Kustard!… and then believe, in their hallways, the “brilliance” will work.

    Find how your product or service touches lives and you will know what to say, if anything.

    …back to my nap… (or listening to Oasis…same thing…)

  4. With havin so much written content do you ever run into any issues of plagorism or copyright violation? My site has a lot of exclusive content I’ve either authored myself or outsourced but it
    appears a lot of it is popping it up all over the web without my agreement.

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