What are the slogans. How to create an effective company slogan

The brand has several components that form it. This is a slogan, corporate identity, trademark, etc. In order to create a truly serious brand, an entrepreneur most likely does not have enough strength, professional skills, and skill. In almost every city you can find creative agencies or advertising and marketing companies that can help with this problem. They can create a logo, come up with a slogan, visual and text designation, develop a corporate identity, create a model and type of packaging.

An entrepreneur must have a detailed understanding of the brand in order to correctly place an order, in order to understand what to talk about with advertisers, in order to control how well the work is done. Therefore, we offer you standard information, knowing which, you will get a good result of working on a brand.

Slogan - the motto of your company, passed through the image of the product

Almost any company has a slogan, just not everyone draws it up into a beautiful phrase. Are your salespeople preparing for an important meeting with a client creating phrase templates that reflect the most important advantages of the buyer? It is these phrases that serve as an excellent basis for slogans. If you don’t have such sellers, remember your phrases with which you convince partners to buy goods from you.

If you have a large company, and you have carefully worked out the mission of the company, then you can look for the future slogan there. So, the slogan of the company is a short and capacious phrase that expresses the very essence of the product, the company, and the entire brand. This phrase should contain such information that will allow buyers to remember the brand and easily recognize it in the mass of other products.

A slogan is a means of communication that works for a very long time, up to several years, with its competent development. The general slogan can be supplemented or transformed (but not more than 2-3 words) if the ongoing promotion or promotional event requires it, but the duration of such a change should be limited, and at the end of the promotion, the slogan returns to its previous form.

The slogan should significantly attract the attention of consumers, it should outline the benefits that the buyer will have, the slogan very clearly motivates to buy, increases loyalty to the company and product.

Types of slogans

The history of the word "slogan" is very interesting. It was coined by the ancient Gauls and denoted the battle cry of fellow tribesmen who went hunting or defended their territories. Subsequently, the slogan began to be used to intimidate the enemy and to raise their own morale, each tribe had its own slogan, which inspired victories and allowed them to be distinguished from foreign tribes. In Germany, the slogan was used as a password to identify belonging to a particular craft workshop.

The slogan can be corporate or branded. The corporate slogan is created to maintain loyalty to the entire company, and applies to all products, lines, types of products of this enterprise. If the slogan is created for a particular product of the company, then this is a brand slogan, and it will only apply to a specific brand, as soon as the company decides to stop releasing this product, the slogan is also never used again. Of course, if it was successful, then it can be transformed and used in relation to other brands.

The next division of slogans is an image slogan and a product slogan. Image is more like a corporate one, only it reflects both the values ​​of the company and the high position of the company in the market and in society. A product slogan advertises only a specific product. It is the product slogan that can increase sales and become a means of recognizing the product. Some companies create several slogans of different directions, they are used as needed, depending on which company is being held.

Signs and qualities of a slogan

The slogan is always created short, just a few words are selected in such a way that the phrase is both capacious and harmonious, quite often there is a rhyme in the slogan. If you are creating an advertising material, a television or radio spot, an article in a newspaper or magazine, a short flyer or a street banner, then the slogan is placed as an affirmative effective point at the end of the material. If the slogan requires musical accompaniment, then this music is selected in the most careful way, because it will accompany the slogan throughout its work.

The visual embodiment of the slogan has a constant font, color, images of various objects or a color background. Any slogan, designed in sound, on paper can be registered as intellectual property. This is a very long and not the cheapest process, but by filing a patent, you can be sure that no one will ever use your ideas for their advertising. If this happens, you can file a claim with the infringer and get compensation from him through the courts, and most importantly, convince him to never use your intellectual property again. The law will be solely on your side.

The slogan quite often ceases to be just an advertising phrase, very often slogans become much more famous than the product itself, that is, part of the life of society. Many people remember the advertising slogan "Now banana!", But few can name what product was advertised with this fun phrase. When telling this or that life story, people use the slogans “Just add water!”, “Don’t slow down, snickers!”, “Pause, eat Twix!” for a vivid illustration. And there are a great many such well-known slogans that have become truly popular.

How the slogan works

So, the slogan should be short, easy to read and pronounce, obey and look beautiful. It should be original, easy to remember, attention-grabbing, bright, truthful, interesting, cheerful, positive, optimistic, it should evoke only the most positive feelings from a wide audience.

Here is an example of a slogan about which there was a lot of debate at one time: “Radio for the rich!”. A huge audience, which is not such, perceived the slogan negatively and did not listen to this radio. Fortunately, the station management quickly realized this and changed the slogan. Therefore, when developing a slogan, try to make it so as not to hurt the feelings of various categories of people, on the contrary, give them a compliment, encourage them to buy.

Good slogans always contain elements of allegory, philosophy, aphorisms, works of art. Rhyme is a very successful technique when creating a slogan, since it is rhyme that is perfectly remembered by a person, this is a well-known fact. Synonyms, antonyms, and even phraseological units are used in slogans. When a person sees such a slogan for the first time, he does not quite understand what the owner of the brand, the manufacturer, decided to tell him. Then he focuses his attention on the meaning of the slogan, thinks it out and the moment of understanding comes. A person thinks that if it took him so much time to understand the “cunning” meaning, then it will take others even more, because it is he who is the smartest in the world. He sees the mysterious smiles of other people around, when they hear this slogan in advertising, they unite in their secret, so the advertised product becomes a sign of “their own” group of people, a sign of the elite. The person who solved the riddle of your slogan will never stop buying this product, rest assured. Of course, it is necessary to maintain the interest of buyers in the product, improve it, create new products and hold promotions.

How a slogan is created

If you have ever gone through the process of naming, then developing a slogan will not be something unusual for you. Before starting to develop a slogan, it is necessary to set clear tasks for the creators. What exactly should your slogan display, what should it encourage, what values ​​should be promoted. Be sure to tell the developers about your company, its values, structure. In the same way, it is necessary to tell in detail about the product, about its history of creation, about its analogues, about competitors, about the main differences from other similar products.

After a detailed analysis, it will be much easier to determine the set of words that should be contained in the slogan. After compiling such a list, each word is tested on a focus group, after identifying the most beautiful, bright, positive and selling words, word forms and whole phrases are compiled. The latter, in turn, are again tested in focus groups. Those slogans that received the highest marks in discussions and tests pass the final test. These are surveys of a large number of current and potential buyers. But even in the case when one slogan is defined, it goes through a trial period of 2-6 months. There are cases when, after this period, the slogan must be replaced if the increase in sales does not meet expectations.

When creating a slogan, move away from abstract concepts and phrases, operate with specific facts, figures, conclusions that the buyer can easily try on "for himself", which will be understandable and valuable. It is best if your slogan will promise the buyer specific benefits in order to motivate him to buy.
If your product has already acquired such an advantage as a brand, start developing a slogan. This guarantees excellent recognition of your brand, gives it weight, and increases sales.

E.Shchugoreva

How to create and register a slogan:

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Bright Side has put together a selection of the best Russian advertising slogans. It includes not only slogans created by advertisers in the era of modern capitalist advertising that began 20 years ago, but also favorite and eternal slogans of the Soviet era, elegant and competent localizations of Western slogans.
The study was based on a variety of criteria, such as whether the slogan somehow became a catch phrase and how actively it was used in Russia, the creative value, the fame of the author, the use of the possibilities of the Russian language. Some slogans made it to this list solely for many years of service and steadfastness of advertisers.

The best slogans of Russia

• Peace, friendship, chewing gum! (Rotfront, 1957)
• There was no better nipple and is not, ready to suck until old age (copywriter - Mayakovsky)
• There is everything (Yandex, author — Yandex team)
• The World History. Bank Imperial
• Demand topping up beer after settling foam (Restaurant "Glavpivprom")
• Sometimes chewing is better than talking (Stimorol)
• Pay your taxes and sleep well (Tax Police)
• M&M's. Melts in your mouth, not in your hands
• There is an idea - there is IKEA
• Your pussy would buy Whiskas
• It's time for you and it's time for you to conclude agreements with the fan factory (MOVEN).
• Vote or lose (Yeltsin's 1996 election campaign)
• Snickers. Don't slow down - snickers
• Prices are just o*uet (Euroset)
• Russia is a generous soul
• That's why they don't bite (Moskitol)
• He is so alone (Tinkoff)
• Tanks are not afraid of dirt (KAMAZ)
• Fly with Aeroflot
• This is not a dream, this is Sony
• Take a break - eat Twix

Also worth noting are retro slogans:

• It's time for everyone to try how tasty and tender crabs are (Glavryba)
• Nowhere but in Mosselprom
• Keep money in savings banks
• NPO "Alternativa". With all the richness of choice, there is no other alternative.
• Who goes where, and I'm in the savings bank
• Stole? Should have put Clifford
• Hopper Invest. Great company!

3 best slogans of the cellular communication industry:

• MTS. People says
• Beeline. Live on the bright side
• Megaphone. The future depends on you

The best car slogans

• Free — Volvo
• Volga. You surprise me
• Lada Priora. On all roads of the country
• GAS. Russian cars
• Daewoo. Get your favorite
• Mazda. How dare you
• Toyota. Manage dream
• Nissan. Exceeding expectations
• Lexus. The pursuit of excellence
• Skoda. Simply brilliant

Beer

• Ovip Lokos. In the name of good!
• Baltic. Where Russia
• Patra. Beer with cork
• Who is following Klinsky?
• Golden barrel. We need to meet more often
• Solodov. Responsible for quality
• Doctor Diesel. We are so different, and yet we are together
• Stella Artois. Perfection is priceless.

Beverages

• Sprite. Don't let yourself dry out!
• Fanta. Pour in!
• Invite. Just add water
• Red Bull
• Pepsi. Take everything from life
• The new generation chooses Pepsi
• Hershey Cole. Taste of victory!
• It's good to have a house in the countryside
• Mirinda. Life is good when you drink slowly
• Rich. Life is a good thing. Anyway
• May tea is my favorite tea
• Hello. Live orange juice

Hygiene and cosmetics

• Pampers. Toddlers inspire
• always. Speaks your body language
• Be sure. Wear Libresse.
• Kleenex is soft like velvet!
• Clear Vita Abe. No dandruff
• Take care of yourself. Garnier
• Millions of germs will die (Domestos)
• Rexona. Will never let you down
• Orbit. The most delicious protection against caries
• Everyone is in awe of you, and you are from Maybelline
• Ax. Full Ax Effect
• Gillette. There is no better for a man

Clothing and footwear

• Ralph Ringer. Twisting the earth
• Savage. Freedom to be yourself
• camelot. Leave your mark
• From Paris to Nakhodka "Omsa" - the best tights!
• Eco. Shoes for life

Insurance

• Rosno got it!
• Insurance group Spassky gates. Like behind a stone wall
• Rosgosstrakh. Did everything right!
• Renaissance Insurance. The art of remembering the future
• Ingosstrakh pays. Always.

Sweets

• Mars. Everything will be in chocolate
• Rondo. Fresh breath makes it easier to understand
• Mentos. fresh solution
• Everyone loves Mamba. And Serezha too!
• Chewits. Chew don't worry
• Skittles. Do not sour - hang on the rainbow
• Dirol Kids. Now banana!
• Bounty. Paradisaic delight
• juicy fruit. Already want!
• juicy fruit. Full Banana!
• Nuts. Charge your brains
• Snickers. Ate - and the order!
• Wispa. It's all about the magic bubbles
• Milk tastes twice as good if it's Milky Way!
• There is time. There is a Meller
• Tic Tac. Sweetness and freshness in just two calories

Media

• Echo of Moscow. Listen to the radio, the rest is visibility
• TNT. Feel our love
• TV channel Sport. Not a day without sports
• Russian radio. Everything will be fine
• Kommersant. For a real merchant - 15 years is not a term

Retail

• Crossroads. Move on to the best
• Technosila. We know people, we offer solutions
• El Dorado. Home of low prices
• Company Party. Out of politics! Out of competition!
• Technosila. Common Sense Stores
• The Snow Queen. Where do you dress?

Technique

• Indesit. We work, you rest
• Reliable home appliances exist. Proven by Zanussi
• Sony. CD and listen
• Philips. Let's change life for the better
• Tefal. We care about you.

Snacks

• BEERka. Delivered to beer
• Pringles. Having tried once, I eat now
• Chester loves Cheetos
• Yum-yum, buy Mikoyan.

Food

• Russian sea. Fish favorites
• Samych himself. Dumplings without haste
• People love Doshirak
• Knorr - tasty and skorr!
• Gallina Blanka - bul bul
• Canned Green Ray - opened and eaten
• Danissimo. And let the whole world wait

pharmaceuticals

• Nazivin. For noses and spouts
• There is a hurricane in the stomach - take Espumizan
• Bromhexine. When kids cough, a blue bear will help them!

Other

• Aeroflot. Easy to get up
• Telemarket. We sit and the money goes
• Bridgestone. Victory over the road
• Once Persil, Always Persil
• Purity - pure Tide
• Erich Krause. Feel-good work
• Oblomov restaurant. The Complete Collection of Pleasures
• Fun and delicious at McDonald's
• Pedigree. Sign of care and love
• Bzzzz, bzzzz, Suprimex!

Slogan criteria
Strict compliance with the brand line
the slogan should take into account all aspects of the marketing strategy and be part of it
memorable
easily reproducible, excluding confusion in words, having a good and simple rhythmic pattern
Gone to the people
Conciseness
Takes full advantage of the language
literate, pleasant, interesting turns of speech
Phonetics
harmonious sound, ease of pronunciation
rhythm
Having a simple, pleasant rhythmic pattern
Contrast
allows you to stand out from the competition
The presence of a second bottom
The slogan, understood in two ways, while the "second bottom" does not contradict the main message, but positively complements it.

Background information about the study

Types of slogans:
On the subject of promotion:
. Commodity - appeal to the rational side of the target audience through arguments. Its task is to convey to the consumer the main difference, the advantage of the product over others, to create a certain emotional attitude of the consumer to the product or its quality. As a rule, the questions are answered: What is a product? What product? Who/what is the product for? What is its advantage? What should the buyer do?
. Image - to feelings through emotions. They are aimed at increasing the recognition of the company, brand with an emphasis on any common feature in the company's activities, which applies to all products or services. They offer a potential client to feel a certain atmosphere and draw the necessary analogies with the advertised product.
Linked to product
. Related − Includes product names. Such a slogan is inseparable from the name. "Your pussy would buy Whiskas"
. Attached - correlate with the name rhythmically and phonetically. "Gillette. There is no better for a man”;
. Free - they are self-sufficient and independent. “Take everything from life”, “The aroma that brings together”. Just do it.
By volume
. Corporate/slogan mission - Once and for all. “If there is an idea, there is Ikea” (Ikea).
. Promotion - Promotes a limited-time promotion. Does not contradict the values ​​of the corporate slogan. "For the most important people" (Ikea. Promo collection of children's furniture).
By shape
slogan-news - "Bond. Brook Bond. Now in tea bags! "The legend returns!" (Yamaha)
slogan-question - "Would you say I have no taste?" (Winston) or "Does perfection need advertising?" (BMW)
slogan-stating - “Our skin loses ½ of water. Every day" (Vichy) or "Milk tastes twice as good if it's Milkyway"
slogan-engagement — “Fanta. Get in!"
step-by-step solution slogan - “50 steps to your new Ford” or “I saved up money in the savings bank, bought a ticket to the resort”
Q&A slogan: “They say you can’t buy health. Members of our club know that this is not so” (Word Class) or “Do you want to lose weight? Ask me how! (Herbalife"
joke slogan - “We do not have regular readers” (advertising for a newspaper of vacancies). Sales Generator

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From this article you will learn:

• How slogans work to attract customers
• What principles are they based on?
• What phrases should be used in slogans
• How to develop a successful slogan to attract customers
• How to avoid mistakes when compiling a slogan

Short, capacious phrases are well remembered by people. Even if a person has heard a good slogan only once, it will most likely stick in his memory. Moreover, many people may then not remember the content of the advertisement, have no idea at all what kind of product they are talking about, but the slogan will be quoted by heart.

Why are slogans so important to attract customers?

First, let's figure out what an advertising slogan is. Translating the "slogan" from English, we get the "call", "slogan", "slogan". Hence the definition of an advertising slogan: this is a short motto of a product or company, the main task of which is to convey the main idea of ​​an advertising campaign. Therefore, a good slogan is not just a beautiful, but also a phrase that carries a certain semantic load.

Another, no less important, task of the slogan is to attract customers, increase brand awareness, work on the image of the company.

Meanwhile, if the slogan to attract customers is developed according to all the rules, then you can win quite a lot. The company's product will become more recognizable and memorable, and the image of the organization will be maintained at a certain level.

Advertising slogans to attract customers: requirements, types, approaches and methods of creation

The slogan consists of only a few words. But the value of each of them indicates the strategy of the firm.

With slogans:

• Promote products and brands.
• Attract clients.
• Increase sales.
• Trying to bring the team together.

In the latter case, we are talking about all sorts of corporate slogans and slogans.

The classification of slogans follows the principle of formation. The main options are as follows:

To create a good slogan to attract customers, you need to follow certain rules.

Be concise

Some are just too lazy to read a long text, others do not have time for this. Therefore, the phrase should be as short as possible, as well as easy to read and pronounce. Avoid complex words, so it will be easier for a person to understand the meaning of the slogan.

Examples here are the following:

• Toyota: Drive the Dream!
• Skoda: "Simply brilliant!"
• Clothing Francesco Donni: "Only the best!"

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Take advantage of the language

The slogan should not only attract customers, but also “take care” that the person remembers the information conveyed to him. Rhymes, various puns, oxymorons and consonances will help you here. Do not neglect metaphors, be sure to use irony and humor. Find words with a strong emotional load: fear, hope, happiness, deliverance, etc.

Examples of such slogans:

• Humor combined with metaphor, plus a reference to the famous proverb: “Wash water before eating! Brita"
• Most people appreciate humor: "Nuts - charge your brain."
• The same goes for duplicated words: “A pair for each pair. Salamander.
• Consonant words are easier to remember: “Free - “Volvo”.

Use Numbers

The numbers in the slogan attract the attention of a potential client in the first place. The buyer, for example, can be intrigued by a low price, a small amount of goods, a limited time for a purchase, etc.

Examples of similar slogans:

• Quickness of impact: “Renny. 5 minutes and no heartburn!”
• Unlimited: “Maximum possibilities. Maximum freedom. Lexus.
• The ability to stretch the pleasure: “Guaranteed for 10,000 candies. George Dental Group.
• Quality and strength of impact: “Triple protection for the whole family. Aquafresh.

Ask questions. Play on contradictions

These slogans attract customers by arousing their curiosity. If a question sounds in a phrase, but there is no answer, a person wants to know “how it will end.” Paradoxical, contradictory phrases also never go unnoticed by a potential client.

Examples of slogans:

• Tide: "Are you still boiling? Then we go to you!"
• Snow Queen: "Where do you dress?"
• Winston: "You think I have no taste?"
• Fairy: "Easy victory over difficult fat."

In the latter case, the slogan attracts the attention of customers with a phrase built on contradiction.

Try to evoke positive emotions in the client

To do this, use the appropriate words, upon hearing which, a person imagines warm clothes, a harmonious melody, a pleasant taste, a magical aroma, etc. Such ideas contribute to the production of serotonin by the human body - the “hormone of happiness”. As a result, the product you offer begins to be associated with something pleasant for the client.

Examples of similar slogans:

• Candies Mars: “Mars. Everything will be in chocolate!”
• Cosmetics L'Oreal: "Loreal Paris. After all, you deserve it!”
• Nissan Almera car: "Pleasure without delay!"
• Cosmetic brand Maybeline “Everyone is in awe of you! And you're from Mabillyn."

Promise customer benefits

The client must be sure that by purchasing your product, he will improve his health, achieve well-being, improve his living or other conditions, etc.

• Panasonic: Microwave. Vitamins remain.
• Pinosol drops: “Pinosol. Sneeze for a runny nose!
• Kinder Surprise: Kinder milk slice. Milk to snack on!”
• Audi car: "Winning for a clear advantage."

How slogans to attract customers affect the psychology of buyers

If the slogan is composed correctly, then it acts not only on a conscious, but also on a subconscious level. At the same time, the emotions of potential customers are necessarily affected. And thanks to the originality of the slogans, a logical chain is created in the human brain that keeps the created image in memory.

As noted above, many people enjoy humor - provided it is subtle and original enough. Such slogans not only attract the attention of customers, but also cause joy and inspiration.

• "The impossible is possible!" - people hope that their problems will be solved.
• "Pause - eat Twix!" - customers are sure that they will enjoy the purchase.
• "A touch of luxury" is a game on the feeling of self-importance of customers, because the product is a status one.
• “All shades of your desires” - sexual motives are affected. Lipstick is simply obliged to attract the attention of men.
• “Either the best, or nothing” is a slogan that attracts ambitious clients.
• “Do you love? Give!” is a game of pride. A person thinks: “How can I not like this? I love it, of course!
• "Florence. Causing envy ”(we are talking about a cottage village) - a game on a person’s desire to stand out among others - neighbors, colleagues, etc.

Not all slogans aimed at attracting customers appeal to noble human feelings. But these phrases do not harm anyone, and therefore have the right to exist.

On what principles are slogans built to attract customers?

There are several of them, and each of them is important in one way or another:

1. Conciseness. The slogan must be short, not contain more than 7-12 words. There are many well-known slogans of just 2-6 words: "Manage the dream", "Impossible is possible!" etc. In general, the shorter the phrase, the better.
2. Emotionality. A compressed emotional phrase makes the most powerful impression on the client.
3. memorability. Good-sounding phrases remain in memory - reefed or at least rhythmic. You can use sound repetitions (alliteration). A prime example of such a slogan to attract customers is: “Your pussy would buy Whiskas. Phrases are remembered well in which words or parts of a sentence are repeated: “Easy to buy - easy to sell.”
4. Simplicity. There is no need for complex or even more incomprehensible terms. Even words that are difficult to pronounce are not welcome.
. The client must understand what is at stake. Only in this case, the image of the product will be associated with the slogan. For example, the phrase "Sleep formula" is quite compatible with the sale of beds.
5. credibility. The quality of a slogan is extremely important for attracting customers. There should also be a call to action that cannot be expressed in abstract terms like “best” or “good.” You need specifics (at least half of the words in the phrase): “buy”, “only 2 days”, etc.
6. Uniqueness. Thanks to originality, the phrase will be remembered, while plagiarism will not work. Moreover, borrowed slogans will still work for their "owners". On the other hand, after the emergence of a large number of imitators, even well-known brands have to change their slogans to attract customers.
7. Focus on the consumer. It is necessary to interest the buyer, to offer a solution to his problems.
8. Getting into a trend. Slogans distributed via the Internet or the media are on everyone's lips.
9. Use of numbers. With their help, you can specify the information: “Renny. 5 minutes and no heartburn!”
10. Use of question and exclamation marks. In the first case, this is a call to action, involvement in a dialogue, an invitation to think: “Where do you dress?” ("Clothing store"). In the second, the slogan sounds more emotional, which also attracts customers: “One Second is Enough!” (glue "Seconda").

Slogans to attract customers + magic phrases

Competent marketers have long known how to work with a word. Moreover, certain words have received the definition of "magic". They first make customers want to read the text of the advertisement in full, and then purchase the product. Here are some of them:

• Free.
• Power.
• Inside.
• Money.
• Proven.
• Intimate.
• Exceptional.
• Master.
• Reliable.
• Cash.
• Scientific.
• Incredible.
• New.
• Discovered.
• Open.
• Opening.
• Breakthrough.
• Disclosed.
• Secret.
• Sex.
• Force.
• Hidden.
• Private.
• Shocking.

If you have doubts that these words do not work, do an experiment. Include some of them in email titles or email newsletters, and then look at open rates. It will definitely grow a lot.

Why is this happening? There is no special secret here. Certain words have a special effect on the subconscious of a person, as a result of which he seeks to read the text more carefully. But when creating slogans to attract customers, in addition to adjectives and nouns, it is imperative to use verbs. They give power to the phrase:

• Explode.
• Throw away.
• Do it.
• Get to the bottom.
• Find.
• Discover.
• Open.
• Come.
• Rip.
• Spread.
• Create.
• Save.
• Save.
• Push.
• Hit the.
• Find out.

You can call it a kind of hypnosis. A call to action encourages customers to take certain actions: they subscribe to newsletters, leave their e-mail, etc.

How to develop advertising slogans to attract customers: 2 steps

We can say that the process of creating slogans consists of two stages. At the first - analytical - it is necessary to collect and analyze the necessary information in order to find out exactly what and how the slogan should be conveyed to customers. The second stage is creative, and its goal is to find the ideal form for the advertising phrase. Let's analyze the algorithm for compiling a slogan to attract customers.

Analytical stage

At the end of the analytical stage, record all the information so that you can return to it if necessary. After that, it was time to think about the actual form of the slogan to attract customers.

creative stage

1. Once again analyze the slogans of your main competitors, but with a slightly different goal. Here it is necessary in order to avoid random repetitions and find something of your own. In some cases, you can even play on the slogan of a competing company, only very carefully. For example, one company modestly stated: “We are second, but we try.”
2. Develop as many slogan options as possible to attract customers.
3. Consider whether all options meet the requirements found in the analysis. Remove the extra ones.

It is difficult to say what is more in the process of creating a slogan - analysis or creativity. But one thing is clear for sure: even the most “creative” option must remain within the limits defined by the tasks.

And one moment. Any slogan, no matter how wonderful and original it may seem to you, must be checked for uniqueness and tested on representatives of the target audience.

8 strategies for creating advertising slogans to attract customers

Talk about your leadership

There are many ratings that determine the best companies according to one or another parameter. And if the company takes first place in at least one indicator, this is already an excellent achievement. As a comparison, we can cite contests where the most charming "Miss" is chosen. Many people know that in addition to the Miss Universe contest, there are Miss World, Miss Grace, etc. Becoming the best in one of them is also an incredible success.

• Carlsberg: "Probably the best beer in the world."
• British Airways: World's Favorite Airline.
• Pizza Hut: America's Favorite Pizza.
• Yamaha: Born to Lead.
• Disneyland: "The happiest place on earth."
• Xerox: "We taught the world to copy."
• Yandex: "There is everything."

Call customers to action

To sell a product or service, you need a call to action. Many people will not get up until they are told that “it is necessary!”. The slogan should not only attract a client, but also work to increase sales, that is, push a person to perform a certain action.

Examples of such slogans to attract customers:

• GP: "GP batteries, you see - buy!"
• Twix: "Pause - eat Twix!"
• Snickers: "Hungry? Snickersney!"
• Sprite: "Quench your thirst!"
• Nike: Just do it.

Try to be different from your competitors

If your company or product offering has some unique feature, then the level of sales will quickly go up. To attract customers, tell in the slogan about this trait of yours. If people like it, it will be a good boost for your business.

Examples of such slogans to attract customers:

• M&M's: Melts in your mouth, not in your hands.
• Duracell: "No battery lasts longer."
• Heinz: "57 kinds".
• Cadbury: "One and a half glasses of milk in every pound."
• FedEx: "When there is no tomorrow."
• CAMEL: "CAMEL relieves headaches."
• Patra: "Beer with a cork."

Use rhyme in slogans to attract customers

Many slogans rhyme, making them more harmonious and easier to remember. A good move would be to build a rhyme around the name of the company or brand.

Examples of similar slogans to attract customers:

• Whiskas: "Your pussy would buy Whiskas".
• Sony: "This is not a dream, this is Sony"
• Nicorette: "Nicorette, Nicorette - you can live without cigarettes."
• Gillette: Gillette is the best for a man.

Link the slogan to the target audience

Reaching the right audience is practically a guarantee of success. The slogan will surely attract the attention of a person, and he will think: “This is just what I need!”

Examples of such slogans to attract customers:

• Alfa Romeo: The Bachelor's Car.
• Pepsi: The New Generation's Choice.
• Forbes: "The tool of the capitalist."

Use Comparisons

Often, in order to convince someone of something, you have to resort to comparison. In advertising, it works the same way. Comparative slogans do a great job of making a product or service stand out from its peers.

Examples of similar slogans to attract customers:

• Ajax: "Stronger than dirt."
• Beyond Petrolium: "More than fuel."
• Matchbox: "We sell more cars than Ford, Chrysler, Chevrolet and Buick combined."
• Moscow cellular: "Only silence is cheaper."

Convince customers of their choice

If you make a person feel special, then with a high degree of probability he will make a decision in your favor. Advertisers have long understood this, and use this motivator wherever possible - including when compiling slogans. In fact, each person wants something different from the rest, something to attract attention. And by indulging their little weaknesses, people get into marketing networks.

Take care of your image

The image of the company is not only the trust of customers in it. This is prestige and status, this is fashion and trend. Let self-praise and not be too modest, but modest sellers are not successful. To sell a lot, you need to be assertive, in some ways even arrogant. The main thing in business is the result, no matter what philosophers think about it.

The coolest advertising slogans: creative examples from global brands

1. Nike: just do it (Nike: just do it).

If earlier Nike simply sold sportswear, now we can safely say: it forms consciousness. People believe that you can keep yourself in good physical shape without being professional athletes. The main thing here is desire and perseverance. The company managed to convince its customers of this.

The author of this slogan was the agency Kennedy + Weiden. And none of the specialists working there could even imagine how Nike would develop in the future - and in many respects a well-chosen advertising phrase. From a mere supplier of sports goods for marathon runners, the company has grown into a major player in the world. And it's all about a well-chosen slogan that managed to attract new customers.

1. Apple: think different (Apple: think differently).

One day, famous dreamers decided to challenge the system. They did it, and the world changed as a result. This was once told by Apple's "Here's to the Crazy Ones, Think Different" ad. This phrase is a response to IBM's "Think IBM" advertising campaign.

It wasn't long before the "Think Different" slogan began to be used throughout the company's advertising - even though Apple could not boast of any innovative products at that time. But one day people realized that Apple is not just another company that sells computers.

The company produced powerful and at the same time easy-to-use devices. Clients were attracted by the fact that they could feel savvy in terms of technology, and people were happy to purchase computers from the company.

According to Forbes, as soon as Apple issued a slogan to attract customers, its stock skyrocketed, tripling within a year. The company has not used this slogan for a long time, but Apple fans are still proud of the fact that they can think differently.

1. L'oreal: because you're worth it (L'oréal: because you deserve it).

Every woman is sure that she deserves a lot. L'Oréal knows that their cosmetics are used by the fair sex in order to look as attractive as possible. This slogan attracts customers not by giving some information about the company's products. He talks about the opportunities that open up for women. And such a completely new approach to understanding cosmetics fully justifies itself.

1. mastercard: there are some things money can't buy. For everything else, there's mastercard (Mastercard: there are things that cannot be bought. For everything else, there is a mastercard) .

This slogan was invented in 1997 to attract customers, an advertising campaign with it was launched in 98 countries in 48 languages.

This campaign began with the story of a father and son who decided to go to a baseball game. The father paid for the entrance, for the food, then for the autographed ball, but the main thing in this advertisement is the conversation between the heroes of the video. At that time, there were no social networks yet, but the campaign gained extraordinary popularity and became truly viral.

1. M&M: melts in your mouth, not in your hands (M&M: melts in your mouth, not in the heat).

Another example of a great slogan to attract customers. The company skillfully emphasized the peculiarity of its chocolate: it does not melt in the hands.

1. Lay's: betcha can't eat just one (Lay's: bet you can't eat just one).

Has anyone ever eaten just one chip and stopped there? Probably not. A similar slogan to attract customers would be suitable for other snack companies, but, as they say, whoever had time, then ate it.

Lay's doesn't say how delicious its chips are. She talks about what is close to people: the properties of human nature.

1. Dunkin' donuts: America runs on dunkin (Dunkin' donuts: America runs on dunkin).

The advertising campaign, launched in April 2006, cost Dunkin' donuts several tens, if not hundreds, of millions of dollars. To attract customers, a slogan was used stating that all busy Americans recharge coffee on the go from Dunkin' donuts.

1. Mcdonald's: i'm lovin' it (Mcdonald's: that's what I like).

The campaign started in 2003, and this slogan still attracts customers. Many people understand that food at McDonald's does not correspond well to a healthy lifestyle, but they cannot refuse hamburgers, wings, donuts and other dishes from there.

1. The New York Times: all the news that's fit to print (The new york times: all the news that's fit to print).

This slogan is over a hundred years old. It was created in the last decade of the nineteenth century. The phrase contrasted The New York Times with publications that specialize only in sensationalism. The idea of ​​the slogan is that you need to print those facts and stories that can teach a person something new. Now The New York Times is considered a source of information that deserves complete trust.

1. Maybelline: maybe she's born with it. Maybe it's maybelline

One of the most famous slogans in the world. Appearing in the 1990s, until 2016, he made women feel supremely confident. After all, as soon as any lady uses the company's cosmetics, she will turn into a model from the cover of a glossy magazine. In 2016, the slogan was changed to "Make IT Happen", thus inspiring women to express their understanding of beauty in their own way. But the previous motto is still relevant.

How to write slogans to attract customers, avoiding common mistakes

And a little more about the "magic" words, which were discussed a little earlier. Some of them have been used so often to attract the attention of customers that they have become quite worn out and no longer evoke the intended reaction. This:

• nouns: bliss, fragrance, taste, secret, dream, etc.;
• adjectives: flawless, perfect, true, best, etc.

If the slogan you created includes words from both of these groups, the advertising phrase simply will not work. It is difficult to come up with an expression more banal than "true bliss." On the other hand, such words in combination with fresh and original images will look very appropriate.

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In this article, we have collected 99 masterpieces of Soviet and Russian advertising over the past 100 years, from the slogans of Vladimir Mayakovsky to the slogan of Yandex. The list includes both really talented creations and pearls from the category “What did the author smoke?” One thing unites them: finally and irrevocably they went to the people, became catchphrases. So, the most famous slogans in Russia.

“A visitor from dachas, from cities and villages, there is nothing to wag your soles in search of - you will immediately find EVERYTHING neatly, quickly and cheaply in GUM!”, Vladimir Mayakovsky, 1923.

“There was no better nipple and is not, ready to suck until old age”, Vladimir Mayakovsky, 1925.

“Demand topping up the beer after the foam settles” (Restaurant Glavpivprom).

"Keep your money in savings banks."

“It’s time for everyone to try how tasty and tender crabs (Glavryba) are.”

"Fly with Aeroflot aircraft."

“Who goes where, and I go to the Savings bank.”

"Peace, friendship, chewing gum!" (confectionery factory Rotfront).

“It's time for you, and it's time for you to conclude contracts with the fan factory” (MoVen factory).

Slogans of the 90s

“Pay your taxes and sleep well” (Tax police).

"World History" (Bank Imperial).

"Tanks are not afraid of dirt" (KAMAZ).

Taste of Victory (Herschi Cola).

“We are not freeloaders. We are partners” (MMM).

Hopper Invest. Great company."

“We will succeed” (“Russian project” on ORT, 1995).

"I am a white eagle!", vodka "White Eagle".

“Don't slow down. Snickersney!"

"Pause - eat Twix."

"Russia is a generous soul."

"Sometimes it's better to chew than talk," Stimorol, 2000.

“Image is nothing, thirst is everything. Don't let yourself dry up, Sprite, 2000.

Beer brand slogans

“Time with the Fat Man flies unnoticed!”

"Solodov. Responsible for quality

"Baltic. Where Russia is.

Stella Artois. Perfection is priceless."

"Doctor Diesel. We are so different, and yet we are together.”

"Golden barrel. We need to meet more often."

“Who is following Klinsky?”

car brand slogans

"On all the roads of the country", Lada Priora.

Drive the Dream, Toyota.

"Exceeding Expectations" Nissan.

“You surprise me”, Volga.

"Pursuit of Excellence" Lexus.

cellular

"Live on the bright side", Beeline.

"People say", MTS.

“The future depends on you”, Megafon.

“Just cheaper”, Tele2.

“Prices are just f*cking”, Euroset.

“Live by communication”, Svyaznoy.

“More opportunities to tell about the important”, Rostelecom.

Beverages

"Take everything from life", Pepsi.

"Just add water", Invite.

"Pour in!", Fanta.

“Life is a good thing. Like it or not”, Rich juices.

"It's good to have a house in the country", dairy products.

"Red Bull inspiring".

May tea is my favorite tea.

"Life is good when you drink slowly," Mirinda.

"Find out what you're capable of", Burn.

"The best in tea, the best in me", Lipton tea.

Food

"And let the whole world wait," Danissimo.

"Fresh Solution", Mentos.

"Charge your brain", Nuts.

"Paradise Delight", Bounty.

"Fresh breath makes understanding easier," Rondo.

"Ate - and order", Snickers.

"Sweetness and freshness in just two calories", Tic Tac.

"It's all about the magic bubbles," Wispa.

“Chewing is not worrying”, Chewits.

"Milk tastes twice as good if it's the Milky Way."

“The most delicious protection against caries”, Orbit.

“Having tried once, I eat now”, Pringles chips.

"Dumplings without haste", Sam Samych.

"People love Doshirak."

"Fun and tasty at McDonald's."

Hygiene products, cosmetics, household chemicals

"Are you still boiling? Then we are coming to you!”, Tide.

"Purity is pure Tide."

"Never let you down" Rexona.

“There is no better for a man,” Gillette.

"Kills all known microbes on the spot", Domestos.

“Everyone is in awe of you, and you are Maybelline.”

“Speaks your body language”, Alwas.

“Be sure. Wear Libresse."

Appliances

“Reliable home appliances exist. Proven by Zanussi."

"We care about you", Tefal.

“We work, you rest”, Indesit.

"We guess desires", Ariston.

"Made with sense", Electrolux.

Ideas for Life, Panasonic.

And the most successful, in our opinion, slogan of our time is the Yandex motto “There is everything”. The ideal expression of the essence and benefits of the product in a nutshell.

The funniest slogans in Russian advertising

In conclusion - the 12 most "flying" slogans, when you involuntarily ask yourself the question: "What did the author smoke?"

"For big and small things", SantekhUyut.

“Your ass is smiling”, Sudocrem.

“The toilet is the face of the hostess”, Harpic.

“flatulence has no chance”, Espumizan.

“So soft that you can trust it with the most precious things”, Zewa toilet paper.

“Your strength is in our eggs”, Soyuz poultry farm.

"Dlyanos" will test daddy's nose.

“Prices are low, like golden pancakes”, Pyaterochka supermarket chain.

"My husband drinks, but I'm calm for him," Aquaphor filters.

"Your legs will walk like a Swiss watch" commercial for compression stockings.

“No shit for yourself dumplings”, dumplings “Three little pigs”.

"He's like me, only a bank", Bank Trust.

“If you want to be original for the sake of originality, you can show up to work every morning with a sock in your mouth.” Leo Burnett

"People don't buy from clowns" by Claude Hopkins.

Inspiration and high sales to you!

What it is

An advertising slogan is a short motto of a company or product that conveys the main idea of ​​the entire advertising campaign. The word "slogan" itself means "slogan", "call" or "slogan" in translation from English. This short phrase carries a huge meaning - with the help of it, the manufacturer expresses the main idea or the purpose of his entire slogan is also to increase brand awareness, its image and prevalence among consumers.

Problems of creating a slogan

As can be seen from practice, many manufacturers and sellers of goods face problems when creating their own recognizable motto. It often happens that an advertising call simply does not work, is not remembered by buyers and, therefore, does not make sense. In this regard, not all companies undertake to create a slogan, and in this case, advertising of a certain product or company is presented differently each time. Meanwhile, a properly developed slogan means quite a lot - it allows you to make the product easily recognizable, memorable, supports the image of the company and the brand that it represents.

Slogan for advertising: how to create

Experts in the field of advertising and PR say that there are several rules that should be followed when creating slogans. First of all, this phrase should be memorable. That is, an associative array is created when the buyer, hearing a specific set of words, imagines a brand or product in whose advertising this phrase is involved. In addition, the company's motto should be easy to pronounce - do not clutter it up with long phrases and words that are difficult to understand. Ideally, the slogan consists of 2-4 words (sometimes 6 can be used). This is convenient not so much for attracting attention, but for perception and memorization.

If the motto is too long, no one will read it to the end in printed form. The use of rhyme has an extremely favorable effect on perception - a rhymed text will firmly plant itself in the buyer's head, especially if you use it constantly and many times. Figurative phrases and turns of speech involve the imagination of people, and this is very beneficial for the manufacturer. For example, in an advertisement for one of the dental clinics, a guarantee of 10,000 candies was indicated. A kind of mountain and a lot of candy wrappers immediately appear in the imagination - such an image is easy to remember. Naturally, the more fully the created phrase meets all these requirements, the more success can be expected from it.

Which words are better not to use

Another of the main conditions that a slogan for advertising must meet is originality. This is very important, because there are a number of words that are already so beaten and used that they simply do not affect buyers in any way. These include several nouns: idea, choice, sight, taste, sensation, harmony, dream, decision, quality, color, aroma, delight, secret, bliss. Adjectives that are also no longer effective are exclusive, correct, true, valid, unique, unique, special, impeccable, worthy, prestigious, faithful, genuine, real, unique, tested, perfect. They are so often used in advertising that they are no longer perceived by buyers as words with meaning, but simply look like a set of letters. If some of them are still used, then it is better to dilute them with original additions or unexpected meaning so that the slogan is not too banal.

The meaning of the slogan

When creating a slogan for advertising, authors can use several approaches to its meaning. For example, you can specify the functional subtleties and features of the product, declare it the best of its kind. You can emphasize the benefits for the consumer - what exactly he will receive when buying products. You can position your product as the most appropriate for a particular social, demographic or age group - using targeted advertising slogans. Examples: "Gilette - there is no better for a man", "The new generation chooses Pepsi", etc. It is good if one of the main activities of the company is indicated in the advertisement - "We connect people" for cellular communications, for example. An excellent result is given by a mention of the merits of the company or its high status - "20 years on the market", for example, or "We make sports accessible" by "Sportmaster". Some manufacturers create a certain feeling of closeness to their buyer, assuring that "You deserve it" or "Everyone is delighted with you." Be sure to take into account: the slogans of advertising companies in no case should have a dismissive or condescending tone, you can not use denial - as this will subconsciously cause rejection. The best option is to use only positive ones and which each buyer wants to attribute to himself.

Special techniques that effectively affect the consumer

In the advertising field, it is customary to subtly influence the perception of the buyer with the help of special techniques - these include a play on words. For example, when the so-called alliteration is used - all the words in the phrase consist of similar letters or each word begins with one letter - "Your pussy would buy Whiskas", "Clean - pure Tide", "Wella - you are great". goals, the technique of repeating positive words is used: "A solid bank for respectable people", "A fresh look at fresh fruits". At the same time, it is worth considering exactly where the advertisement will be used - in print media, the main load is given to the text, here the importance and meaning of each word or phrases can hardly be overestimated.In videos, you can perfectly complement the appeal with visuals and bright pictures.Advertising on the radio allows you to use intonation and voice - "RedBull inspiring".

Use of a neutral motto

All advertising slogans can be divided into those that speak about a specific product or activity, and those that simply represent some kind of positive call or thought: "You are always ahead of the competition", "Think positive", "We make your business prosperous" . Such phrases, on the one hand, are convenient from the point of view of re-profiling the company - they can be used in any activity, even if the company suddenly starts producing something else besides the main product, and on the other hand, they do not indicate anything and can be used by any other company. In addition, it is perceived as a set of words - such a slogan does not say anything specific about a product or service, which means that the client may simply not pay attention to it.

The best advertising slogans

The creation of advertising is a creative process, and here a lot depends not only on the implementation of the rules, but also on the talent of the creator. For example, many of the most famous advertising slogans "gone to the people" - this is a great success for the company and its product. Repeated repetition of the phrase by people at times increases the popularity of the brand. The best advertising slogans are remembered for many years, even when the product is no longer on the market. These phrases can serve as examples: "Peace, friendship, chewing gum - the Rotfront company", "Yandex - there is everything", "Sometimes it's better to chew than talk - Stimorol", "Russia is a generous soul", "Tanks are not afraid of dirt - KAMAZ "," Take a break - eat Twix ". A successful play on words is used in advertising for Volnoy - Volvo", "I have an idea - there is IKEA". In beer advertising, successful examples of slogans - "Who goes for Klinsky?", "Ovip Lokos" , "Time flies with the Fat Man" - all these phrases are well-established in the modern language and are often mentioned without reference to the brand.

Western companies usually form a new slogan for each country into which a product is imported, and on the Russian market, many products are also recognizable thanks to the slogan: "Rexona - never let you down", "Take care of yourself. Garnier", "Rondo - fresh breath makes it easier to understand ". All these advertising slogans and slogans are on everyone's lips. Due to the frequent repetition in the media, such advertising really works and motivates consumers to choose these particular products.

Errors in advertising

Unsuccessful advertising slogans, unfortunately, are quite common. For example, the slogan "If you eat dumplings, you will live forever like Lenin" or "We will put shoes on the whole country!" makes you think. from a shoe factory. Such calls sound rather strange, not every buyer will run to buy a product after such an advertisement. Sometimes errors are caused by mistranslation - for example, Pepsi launched a video in the Chinese market in which the call "Cheer up with Pepsi" was translated as "Pepsi will raise your ancestors from the grave", and one of the beer companies in America called for "Make yourself free", which translated into Spanish became "Suffer from diarrhea." Needless to say, the products were not a success. There are oddities in which a manufacturer is forced to rename a product in order to sell it on the territory of a country - for example, Visit condoms were renamed Vizit in Russia to avoid association with "hanging". Another example - when promoting the Gerber brand, Nestle did not take into account the fact that in African countries it is customary to draw only the products themselves on the packaging of products, and not people, since many in the country cannot read and are guided only by the pictures on the packaging. The company's products with the image of children and happy mothers were not in demand until the company changed its design.

Story

Slogans in advertising have been used for a very long time. In the Soviet Union, many enterprises used this method of increasing demand. For example, Vladimir Mayakovsky was involved in the creation of legendary appeals - he wrote the mottos “Nowhere but in Mosselprom”, “Comrade people! Be cultured! Don’t spit on the floor, but spit in the bins!”, “There were no better nipples suck until old age ... ".

In Western countries, slogans are used not only to attract buyers, but also parishioners to the church. For example, the phrases "Shock your mother. Go to church", "We guarantee salvation! Otherwise we will return your sins" are very popular.

In some cases, the slogan for advertising is left without translation in order to preserve the originality of the company and emphasize the main idea. Most often, this is permissible with very short phrases, the meaning of which can be guessed even without translation - for example, Volkswagen. Das Auto or Nike.

From the foregoing, we can conclude that the creation of a slogan is real creativity and a whole science, which should not be forgotten by everyone who wants to promote their product or product to the market and sell it profitably more than once.