Slogan - Term Overview

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The slogan is a phrase, or short writing that coins a brand and that serves as a key message in an advertising or political campaign.

Creating a slogan or advertising phrase that has an impact is something that has been done for many years. Already in the First World War, it was intended to recruit soldiers to fight it in the United States, and the phrase "Your country needs you" was used in order to attract attention to enlist and participate.

It's difficult to see advertising campaigns, or policies that don't include that key phrase that brings together all the essence that is intended to convey about that brand.

There are numerous examples such as: cotton doesn't cheat (Tenn cleaning product), there are things that money can't buy, for everything else Mastercard (Mastercard credit card), Just Do It (Nike), Think different (Apple), At the forefront through technology (Audi), Wake up life (Nescafé), Hello Moto! (Motorola), Uncover happiness (Coca-cola).

These are just some of the most prominent examples in history. Messages that are intended to convey positive thoughts, value, and salient information about those brands.

What should a good slogan convey?

These are the main points:

- Simple to remember: They are messages that are created to keep a brand in mind. That is why they should be short, and concise. Texts that are too long that would be difficult to memorize should be avoided.
- Benefits stand out: A brand must always think about how to convey the value it has to cause an impact and sensation among the public. One way to do this is to create related content. The tagline is a good way to put these featured values ​​into practice.
- The brand stands out: A political campaign, or a company can be recognized by a certain phrase. This is what happens if you create an effective message. In politics, it's essential to always add a slogan to encourage the vote, and summarize what the party would achieve with your support. For example: we are bad, but we are doing well (Carlos Nemen), One Hundred Years of Honesty (Ramón Tamames), yes, we can (Barack Obama).
- Generate a call to action: A slogan most of the time hides a call to action to encourage a purchase, recognize a brand, or add value. They are messages that aim to reinforce the action of consumers, and that they choose when buying a certain brand.

How to create a slogan

These are the most important steps:

- A slogan should start, or include an imperative verb: go, run, eat...
- Be short, not too long. Do not exceed more than 8-10 words.
- Be easily pronounceable for consumers. That it can be included naturally in a conversation between users.
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- Include specific words, leave the abstract aside when creating it.
- It's not about writing big lines, but choosing prominent phrases.
- Think about the values ​​of the brand, its objectives and translate it into words that convey this.
- Creating a slogan is essential for any brand, or political campaign, that is why it requires knowing the target audience, and essentially highlighting the values ​​and actions of the brand.

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