I must say, “I’m Lovin’ It” how every time you see a good slogan, it makes you “Think Different” and tell yourself “keep it simple, stupid,” because that’s what they did. It is true, and we all know it — at the heart of every successful marketing campaign and brand development plan beats a great slogan. Making a great one requires a different kind of content writing services, a ton of imagination, and… my so-called “big fish factor.”
Let’s dive right into it!
Hold up, if you have been living under a rock (which would be really sad for me because you probably didn’t get my opening reference), a small clarification for you — slogans are catchphrases or short sentences that are specifically designed to identify a brand or a product.
Like a KISS on the Cheek You Can’t Forget
Earlier I mentioned one of my favorite new topics, the KISS design principle, which doesn’t really aim to call you stupid, it is just a brilliant example of
the power of succinctness in advertising.
It was Kelly Johnson, the lead engineer at the Lockheed Skunk Works (the place that gave the world the famous S-71 Blackbird spy plane), who came up with the phrase and, shocker, it had nothing to do with grabbing consumer interest or attracting James Bonds for their planes. I’m hilarious, I know.
What Kelly wanted to do was to inspire the designer team at Lockheed so whatever it is they come up with can be repaired by a man in the field with basic skills and simple tools. Those were war times, ergo the need for simplicity. It is a different war now, the one for consumer interest, but yet again it is simplicity that gets the job done. Yet another proof great slogans stand the test of time.
And if you look at those unconventional content writing services I mentioned earlier, you will see how crafting your slogan is much like Kelly’s product design principle. You need something everyone can understand.
Okay, I know you expect to see some famous slogans in this blog, so here are my personal favorites:
- KFC’s “Finger Lickin’ Good” — I mean, come on, those three seemingly simple words make me hungry every bloody time.
- McDonalds’ – “I’m Lovin’ It” — I’m certainly not lovin’ McDonalds but I surely appreciate their timeless memo.
- Jaguar’s “Grace, Space, Pace” — I don’t mean to dissect each one, but this is my personal favorite. It is everything Jaguar is and it clearly states what kind of vehicle you’d be getting from them. It also says “For budget-friendly family cars, look elsewhere.”
- Panasonic’s “Ideas for Life” — this was probably the first slogan I ever remembered (a huge shout out to my grandma’s old Panasonic TV, that thing was massive in every sense of the word, lol).
- Skittles’ “Taste the Rainbow” — ah, unicorns… If Skittles needed my unconventional content writing services to craft them a good slogan, I’d go with “Snack for Unicorns” hehe.
- L’Oreal’s “Because You’re Worth It” — don’t mistake me for a feminist, but this is so genius and it just clicks with women wishing to be flattered. It taps right into vanity and self-adoration. I love it.
- Apple’s “Think Different” — I try…
- Nike’s “Just Do It” — to be fair, it doesn’t necessarily make me get out of bed at 6 AM and go for a run, but it sure strikes a motivation chord there.
Every Slogan’s BFF, a.k.a. The Big Fish Factor
I think it’s pretty self-explanatory why I call it this way. It is the common genius behind all great, timeless slogans. For every slogan in that group, it is true that:
- It’s memorable.
- It includes a key benefit.
- It differentiates the brand.
- It calls positive feelings about the brand in the mind of the consumer.
And that is not everything. What the big fish do that is so amazing is
they build up on their slogans by using the same voice and style in all their marketing campaigns.
Over time, this helps build a lasting rapport with people which is just another way for me to say it builds engagement. But not of the ”touch and go” type, but of the “loyal brand follower” one.
Wait, slogans are optimized?
Yes and no.
No, as in not in the SEO content writing services way we all know by now (hopefully).
Yes, in the way these slogans are so succinct, so simple, and so…
Stripped down to the language we all use in our everyday lives.
Exactly! Slogans’ optimization lies in their simplicity which makes them available to everyone, everywhere, without having to search for it with specific keywords. They are just there. What guided their creation was not a given number of SERPs in Flagstaff, AZ, it was practically all “SERPs” in that industry, worldwide. Genius, right?
De Beers had it right — “A diamond is forever.” In other words, great slogans are timeless. Craft yours well. I’ll leave it at that.