Wonder when it leaked into business?
Most likely with the pervasion of overly-researched, splintered brands and the advent of syndicated consultancy.
When did every one of our brands need a slogan?
Quick.
What’s the slogan for Starbucks, Old Navy or Apple?
You know their product WITHOUT a slogan.
Years ago, our friend George Johns reinforced to us that Disney doesn’t have a slogan.
Nothing could appropriately describe the brand. Starbucks got slogan?
Nope.
Hey – it’s Starbucks or a ‘Triple Grande Skim Latte’ to me.
McDonald’s? OK. McDonald’s has a catchy jingle that they change every decade or so.
But no “…the best burgers and the tastiest fries…”, wall-paper tag line.
Former National Program Director for WAY-FM, Dave Senes shared that his network doesn’t have a slogan because WAY-FM “targets a life group who is sick to death of being marketed to.”
Brilliant.
WAY-FM is a Christian Music network – shunning the word ‘Christian’ and connecting with their experience.
The best brands are defined by their experience.
At the launch of a format or an evolution, we feel compelled to etch a position in the Listener’s mind.
Regardless of the positioning statement, Z100 means hit music, K-EARTH means Classic Hits and WBBM means all news.
One of our latest audio creations – no slogan.
The experience lives in the mind.
Think you need a position or slogan?
Get rid of it today. See if the Listener misses it.
If you’ve ever completed a Nielsen diary review you know they are not recalling it – or writing it down.
Define your experience in a quarter-hour.
All they’ll need.
Rest. In. Peace. Slogan.
Next Week: Customer Service - Revisited
