18 Sep Really Catchy Slogans & Taglines
The Power of Advertising Slogans
So if you’re looking to get a little slogan inspiration, take a look at some of our favorite company slogans and tag-lines from both past and present. Before going into examples, take a look at the video HubSpot put together about what a slogan is, how they are different from tagline, and what makes these branded one-liners stand out.
What Is a Slogan?
In business, a slogan is “a catchphrase or small group of words that are combined in a special way to identify a product or company,” according to Entrepreneur.com’s small business encyclopedia.
In many ways, they’re like mini-mission statements.
Companies have slogans for the same reason they have logos: advertising. While logos are visual representations of a brand, slogans are audible side of that representation. Both formats should grab consumers’ attention more readily than the name a company or product might.
The goal? To leave a key brand message in consumers’ minds so that, if they remember nothing else from an advertisement, they’ll remember the slogan.
What Makes a Great Slogan?
HowStuffWorks says that a great slogan should have most or all of the following characteristics:
Is the slogan quickly recognizable? Will people only have to spend a second or two thinking about it? A brief but strong few words can go a long way in advertisements, videos, posters, business cards, swag, and other places.
It includes a key benefit.
Ever heard the marketing advice, “Sell the sizzle, not the steak”? It means sell the benefits, not the features — which applies perfectly to slogans. A great slogan makes a company or product’s benefits clear to the audience.
It differentiates the brand.
Does your light beer have the fullest flavor? Or maybe the fewest calories? What is it about your product or brand that sets it apart from competitors?
It imparts positive feelings about the brand.
The best taglines use words that are positive and upbeat. For example, Reese’s Peanut Butter Cups’ slogan, “Two great tastes that taste great together,” gives the audience good feelings about Reese’s, whereas a slogan like Lea & Perrins’, “Steak sauce only a cow could hate,” uses negative words. The former leaves a better impression on the audience.
Now that we’ve covered what a slogan is and what makes one great, here are examples of some of the best brand slogans of all time. (Note: We’ve updated this post with several ideas folks previously shared with us in the comments.)
Slogan vs. Tagline
Although both “slogan” and “tagline” tend to be used interchangeably, they actually serve two different purposes.
As we mentioned in Entrepreneur.com’s definition above, a slogan identifies a product or company. So does a tagline, for that matter. Where these terms differ is in how they position a company in its industry.
- A slogan encompasses a company’s mission, what it stands for, and even how it’s helping customers in the individual campaigns the company might run. Slogans can therefore be longer than taglines, as you’ll see in the list below.
- A tagline is a catchy quip that evokes an image of your brand in the minds of your customers. Taglines enable people to make lighthearted associations with your business: “When I see [tagline], I think [company].”
Taglines are more often next to the company’s logo on official advertisements, and are dedicated more specifically to brand awareness than slogans. Slogans carry a brand’s values and promises as the company grows and evolves, and can be promoted under an overarching company tagline.
Your organization doesn’t have to develop both a slogan and a tagline — it might succeed with just a solid, recognizable tagline. But as you develop new products and identify new types of customers, you might find your brand launching a campaign that is primed for its own slogan.
Now here’s a look at out top 5 favorite companies and their slogans and taglines.
1. Nike – “There Is No Finish Line”
Thought that the slogan would have been “Just Do It.”? That is actually Nike’s Tagline, which is what they are pretty known for.
The company slogan, “There Is No Finish Line” currently headlines the Nike+ Run Club, and began in 1977 in a print ad.
It’s a unique message in a world of sports that’s normally interested in helping you succeed, rather than reminding you to keep going. But that’s what Nike is all about: the next challenge, and the one after that, and the one after that.
“There Is No Finish Line” most recently made an appearance in Nike’s #Breaking2 project of 2017. In this project, the company hosted some of its professional distance runners in an attempt to break the two-hour marathon. See the video on the campaign below.
2. Apple – “Think Different.”
“Here Is To The Crazy Ones Who Think Different.”, the ad campaign that apple released when they debuted their tagline “Think Different”. According to Forbes, Apple’s stock price tripled within a year of the commercial’s release.
The Tagline has since been retired.
3. The U.S. Marine Corps. – “The Few. The Proud. The Marines” & “Semper Fi”
Semper Fi, short for “Semper Fidelis,” is Latin for “always faithful” or “always loyal.” The saying has long been the official motto of the U.S. Marine Corps and is used to represent them in public appearances and the Marines’ official seal.
What makes “Semper Fi” a great slogan for the Marines? It reveals the Marines’ defining characteristic in the armed forces — faithfulness and loyalty. It’s also a memorable proverb that explains why this organization can be counted on by the public.
The Marine Corps tagline “underscores the high caliber of those who join and serve their country as Marines,” said Maj. Gen. Richard T. Tryon, former commanding general of Marine Corps Recruiting Command. In 2007, it even earned a spot on Madison Avenue’s Advertising Walk of Fame.
4. General Electric – “Imagination At Work.”
“‘Imagination at Work’ began as an internal theme at GE,” recalled Tim McCleary, GE’s manager of corporate identity. When Jeff Immelt became CEO of GE in 2001, he announced that his goal was to reconnect with GE’s roots as a company defined by innovation.
5. MasterCard -“There are some things money can’t buy. For everything else, there’s MasterCard.”
In 1997, MasterCard released their first commercial showcasing their slogan “There are some things money can’t buy. For everything else, there’s MasterCard.” “A dad takes his son to a baseball game and pays for a hot dog and a drink, but the conversation between the two is priceless,” writes Avi Dan for Forbes. “In a sense, ‘Priceless’ became a viral, social campaign years before there was a social media,” Dan writes. Today, “Priceless” is widely considered MasterCard’s tagline — borne out of the longer mission-focused slogan stated above. The campaign went on to run in 98 countries and in 46 languages.