The 3 C's of Marketing Slogans
If you’re like most people, it doesn’t take much to recall a few memorable slogans (often referred to as taglines) which have become synonymous with their brand. If created with careful focus and utilized properly through various channels, a slogan can generate significant buzz, revenue, and even contribute to customer loyalty.
It’s likely you’ll be able to identify these slogans and match them to their affiliated brand without me even naming them:
The Ultimate Driving Machine.
Where’s the Beef?
Taste the Rainbow.
Just do it.
Snap! Crackle! Pop!
This is the power of a well-crafted, well-marketed slogan. You simply cannot forget.
I recall meeting a man by the name of Paul Hoffman at a networking conference in Los Angeles during the summer of 2009. You may not have heard of Paul, but if you’re over 30 years old you’re likely familiar with his work. In the early eighties, Ford Motor Company was looking to regain market share which had slipped in the years prior due to various issues. Hoffman was commissioned by Ford to generate a catchy slogan which ideally would bring customers back as the manufacturer began releasing new models.
The result? “Have you driven a Ford…lately?” won awards and helped bring significant recognition back to the American auto maker, setting Ford up for possibly it’s most successful stretch of business during the mid-to-late eighties.
There is an art to create slogans which take on a life of their own. I’ve come to realize that successful slogans have at least three shared characteristics. I call them the 3 C’s.
Recently, as I met with a Revmarka client we discussed the 3 C’s, and their importance.
1. Creative - Is it fresh? Or is it, as Simon Cowell would say with his critical British accent, “forgettable”. What will you do on the stage to make it memorable?
2. Concise – We live in a day when everyone loves a good story, but has the attention span of a text message. The best slogans are usually less than 11 words. Crafting a story inside of those words is the challenge.
3. Compelling – Does it move the needle? Does it create interest that could lead to action? If produced carefully, your slogan should inspire the audience to make a move.
Referring to the 3 C’s as you craft your own award-winning slogan will enable you to generate more of the impressions and top-of-mind awareness that leads to a healthier bottom line. Have you revisited your slogans…lately?
Need help with your marketing strategy and initiatives? Contact Revmarka for a free consultation.
Revmarka is reliable outsourced marketing for your business. Founded by marketing leader, Eric Dahl, Revmarka benefits companies with best-in-class marketing strategy and execution, at rates far less than typical marketing department associated costs. At Revmarka, our hyper-focused approach towards promoting your value proposition allows us to maximize yours. This core mindset drives our collaborative success story.