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Article: Slogan's heroes: create a tag line that stands out from the competition.(Advertising slogan services)(www.adslogans.com)(www.jerry-fisher.com)(Brief Article)
- Article from:
- Entrepreneur
- Article date:
- August 1, 2005
- Author:
CopyrightCOPYRIGHT 2005 Entrepreneur Media, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Maybe you feel, as I do, that most company slogans are insipid, forgettable serf-indulgences. Even some of the most respected companies in America end their ads with such tag-line turkeys as "The possibilities are infinite," "It works" and "Get more out of now," to list just a few.
OK, so now that the trash talk is over, what constitutes a good slogan? Perhaps the most compelling slogan I've ever run across was the tag line on pioneering book discounter Crown Books' ads of nearly 20 years ago. It read, "lf you paid full price, you didn't buy it at Crown Books." What made this line so special was that it was powerful enough to stand all by itself and induce ...