January 11, 2011

slogans are not forever

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there are very few slogans that have passed the test of time, very few! “just do it” from Nike and “think different” from Apple being a couple of examples.

the reason very few slogans stand the test of time is because the majority of slogans are meant to describe a quality, feeling, an emotion that connects the audience wit the product or service during a relevant period of time. 

many organizations make the mistake of thinking slogans should last a life time. do you really want to be described the same way as you were when you were five, how about 18?  what they end up doing is creating a very limiting view and description of themselves and one that does not evolve with their audience.

slogans can be very useful and good ones can last a long time, but when they seize to be relevant change it.

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