Slogans have been one of the most crucial elements of businesses for ages past. Serving as catchphrases, they capture consumer attention and leave a lasting impression in their thoughts. That’s why, in many ways, slogans are like wizard spells cast upon the consumer’s mind. They enchant customers with the brand’s message and entice them to purchase the company’s products and services.
Truthfully, slogans can make or break a brand as they’re engraved into the identity of a business.
Don’t you notice it? When we hear popular brand names, catchy slogans pop up right along with them. I bet that you even remember one or two famous advertising slogans that indefinitely stay in your memory.
The problem is that not all slogans effectively occupy space in people’s subconscious.
While a strong slogan sticks in customers’ thoughts and lingers, an ineffective saying has no impact on brand recall. Worse, they can confuse customers and further harm the brand’s image.
To fully understand commercial slogans, we must revisit the pros who made theirs work. More than craft brand slogans that roll off the tongue smoothly is needed. They must also align with the brand’s message and values to truly resonate with your target audience.
That’s our mission in today’s article. Let’s look at a list of advertising slogans from countless successful businesses and see what made them catchy and compelling.
What Is a Good Slogan?
Have you ever come across a slogan and thought, “yep, that’s one killer slogan“? Then you encounter another catchphrase that didn’t have that smooth ring.
All slogans are built differently and don’t subscribe to a single formula. Nonetheless, they all have a singular purpose: to leave a lasting impression on their audience.
Before exploring our list of famous commercial quotes, it’s best first to define a good slogan.
Slogans, as everyone knows, are concise and memorable phrases used in advertising campaigns to draw potential customers. All ad slogans are unique because while they work for one purpose, they perform that role uniquely. Some:
- Encapsulate the core values of a brand
- Express the business’s defining characteristics
- Shares the lifelong purpose of a company
- Communicates the unique value proposition of an enterprise
So, what makes a good slogan? It should be short, to the point, and memorable. It must also align with the brand’s image and tone of voice and evoke emotion in the audience. After all, you only have a few words to leave a mark on, so make them count.
Marketing slogans aim to demonstrate the power of creating an emotional connection between customers and brands. As long as it’s relevant to the brand it represents and effectively initiates brand recall among customers— it’s considered good. Successful slogans can become ingrained in our culture and stand the test of time.
Although it seems easy enough to craft, slogans take a lot of research, creative juices, and strategy to create. I assure you, the first one-liner you think of isn’t the best one. Prepare yourself to write about 50 others. Unless, of course, you’d leave the slogan-making endeavor to the pros in advertising.
Wizard of Ads™ partners with many residential home service businesses to perfect their advertising campaigns. From slogans to display ads, we’ve got your marketing covered. Book a call with Ryan Chute from Wizard of Ads®, and let’s get you hooked up.
Here’s the thing. Slogans are not the only ones we offer; we can give you something better than a company tagline. Find out below.
Brandable Chunks vs. Slogan
While slogans give your company a sense of identity, more often than not, slogans fall into the category of AdSpeak, these are the obvious and predictable advertising lines that customers smell from a mile away, so they hardly work. According to Roy H. Williams, AdSpeak is any advertising attempt that your customer interprets as, “blah, blah, blah.”
Unless your ads emotionally captivate and connect with customers, they’ll remain white noise in an ocean of invisible marketing messages. Do you know what words do not fall within the AdSpeak umbrella?
Brandable chunks.
These are memorable words, phrases or sentences distinct to a brand that people associate with your company. In other words, when people hear brandable chunks, they know your brand said it first.
Examples of brandable chunks that I use are:
- Sea of Sameness
- Realm of Association
- Underlying felt needs
- CORE Principles
- Blind spots, bottlenecks, and breakpoints
- Sales is a dance. Closing is Jujitsu.
- Transactional Shoppers
- Relational Buyers
When you hear these words elsewhere, you heard it from me first *winks*
Your company needs brandable chunks, too, on top of an effective slogan. Wizard of Ads™ can help you make that happen.
Famous Slogans vs. Effective Slogans
Someone once asked me, “which is better, famous slogans or effective slogans?“
I didn’t have an answer to the question because, quite frankly, that’s not the right question to ask. Famous slogans and effective slogans are not at war against each other. In fact, both of them are essentially the same, just in different ‘evolutionary states.’
Let me explain.
All famous slogans are famous for one reason — they’re effective. Commercial slogans made it to the big leagues because someone crafted an effective slogan before the business was even recognized. Effective slogans evolve into famous slogans when all marketing and business touchpoints are on point.
If you’re looking for inspiration in developing your own slogan, check out the powerhouses in the industry. They’ll give you an idea of what works and doesn’t for your business.
Let’s look at and review the most effective and famous slogans the world has ever known.
15 Famous Slogans Over the Years — What Does the Wizard of Ads® Say About Them?
There are many famous commercial quotes, but only some marketing slogans take the cake. Below, we’ll look at the best catchy slogans of the most popular businesses on earth.
Kentucky Fried Chicken — “Finger-lickin’ Good”
Do you know those accidental science experiments that no one thought much of but eventually saved the human race? How KFC’s slogan follows that same narrative.
It was uncertain when the restaurant manager addressed a woman’s complaint about KFC’s TV commercial. Apparently, she disliked seeing Colonel Sanders licking his fingers on-screen, to which the Arizona manager replied, “Well, it’s finger-lickin’ good.”
This slogan sits at the pinnacle of the best commercial slogans because it has a clever play on words. Aside from being memorable, it captures the essence of how good KFC’s banner product is.
Nike – “Just Do It”
Unlike other famous quotes, Nike’s Just Do It slogan has a bit of a morbid inspiration. According to The Washington Post, the line was the final words of a person convicted of murder. Well, it works.
Nike etches their brand in the industry, not as a famous sports shoe company, but as a lifestyle choice. With top athletes living the Just Do It philosophy, it’s no wonder that Nike continues to dominate the sports industry. However, their slogan empowers individuals to push their limits and remains relevant in various contexts beyond sports.
Kodak — “Share Moments, Share Life”
Kodak’s slogan is all about connecting with others through shared memories. If there’s one thing common among humans, we relish good experiences and block out the bad ones from our memories. What better way to store memories than with a snap of a picture?
Kodak’s slogan focuses heavily on that belief, which gives their brand the emotional appeal to edge out industry competitors. It highlights the importance of preserving and cherishing moments with loved ones and capturing those experiences using their product.
The only downfall of Kodak is its reluctance to go with the times and ditch image printing and film-powered devices. While they may have failed in their most crucial touchpoint, the slogan remains one of the best.
Nikon — “At the Heart of the Image”
Like Kodak, Nikon is another famous camera brand that focuses on emotional appeal in its slogan. However, Nikon did a better job at clarifying its business model and solutions by adding the word “image.”
This slogan then emphasizes two things:
- Nikon’s commitment to producing high-quality imaging technology.
- Highlighting the emotional connection that comes with capturing moments through a photograph.
In other words, no camera brand other than Nikon gives images the vibrance of life it needs.
Skittles — “Feel the Rainbow, Taste the Rainbow”
Skittles’ slogan perfectly shows how short slogans can still be highly effective. For one, this playful phrase already highlights the colorful array of Skittles’ candy options. Moreover, it also cleverly incorporates the sensory experience of tasting them.
It brings to mind the fun and excitement associated with trying out new flavors while emphasizing the brand’s distinct taste.
Lay’s — “Betcha Can’t Eat Just One”
Lay’s is undoubtedly one of the most popular snack chips in existence. It’s a simple yet highly impactful slogan. I’m sure their motto had something to do with their business success.
This phrase brings to mind the irresistible taste of Lay’s and challenges consumers to resist devouring more than one serving. While that sounds counterintuitive, the slogan conditions customers to consider grabbing more than one bag when grocery shopping.
It also highlights the brand’s confidence in its product, further cementing Lay’s position as the top player in the snack industry.
BMW — “Designed for Driving Pleasure”
What’s the reason people buy cars? Primarily for convenience, of course.
But ask anyone to drive a Fiat Multipla, and they’ll say they’d rather walk than be seen in it. Underneath all the convenience talk, we truly want a car that looks good and makes us look good.
That’s the impression BMW leaves with its slogan.
BMW speaks to its target audience: those who value the driving experience and appearance above all else. It positions the brand as an authority in the automotive industry. It communicates the brand’s expertise in designing cars that prioritize pleasure, setting them apart from competitors.
Dollar Shave Club — “Shave Time, Shave Money”
Dollar Shave Club’s slogan is another simple yet clever play on words. It succinctly communicates the brand’s value proposition: their shaving products will save customers time and money.
It also plays on the common phrase “time is money.” This adds a playful twist to appeal to its target audience of young, budget-conscious individuals. Overall, the slogan is memorable and effective in conveying the brand’s message.
Maybelline — “Maybe She’s Born With it, Maybe it’s Maybelline.”
Maybelline’s famous slogan already hints at their intended market: women (although that wouldn’t hold up in 2022). Their motto alludes to the innate beauty that some women are blessed with. However, only some are born with that same advantage. In just a few words, Maybelline suggests that its arsenal of makeup can help create or enhance natural beauty.
The phrase is catchy and memorable, perfectly encapsulating the brand’s essence as a beauty products provider. The quick jingle “maybe it’s Maybelline” is also catchy and memorable (even I remember it).
Airbnb — “Belong Anywhere”
To some degree, AirBnB has achieved a similar level of popularity with Google and Facebook.
How?
Like the two famous brands, Airbnb has become a colloquially understood verb to denote booking a place. This fits perfectly with their slogan, “Belong Anywhere.”
Airbnb’s slogan perfectly represents its mission to provide a sense of belonging and comfort wherever you may be. It also evokes a sense of adventure and exploration, encouraging people to step out and experience new places.
Pizza Hut — “No One Outpizzas the Hut”
Pizza Hut’s catchphrase is less famous than other businesses listed here. However, there’s a caveat. When you hear the pizza company’s slogan, you won’t think of any other business except Pizza Hut.
Have you ever heard businesses insert their name within the slogan? No, because inserting your brand name in your motto is AdSpeak, but Pizza Hut pulled it off. Pizza Hut infused a little wordplay and made their slogan one of a kind. On top of that, the slogan confidently professes Pizza Hut’s unquestionable superiority over other competitors in the pizza industry.
Disneyland — “The Happiest Place on Earth”
Regarding theme parks, Disney surely knows how to stand out among the rest with their slogan. They don’t just proclaim about having the most fun rides or attractions. Instead, they position themselves as the ultimate destination for happiness.
Walmart — “Save Money, Live Better”
Who doesn’t like Walmart? Unlike other big box stores, Walmart remained faithful to offering low everyday prices to its consumers.
That’s what makes Walmart’s slogan catchy and also accurate. It speaks of the brand’s untainted value proposition: to sell high-quality products at relatively lower price points. Additionally, buying cheaper products also suggests having more purchasing power to spare, which is ideal for everyone.
General Electric — “Imagination at Work”
Regarding innovation and technology, GE is one of the top players in the game. And their slogan couldn’t be more fitting.
That’s what GE stands for. It’s pushing boundaries and constantly working towards imagination-driven solutions that can change the world. GE sells revolutionary solutions that are products of imagination and endless possibilities.
De Beers — “A Diamond is Forever”
Did you know that De Beers’ “A Diamond is Forever” slogan was the most recognized in the 20th century? That’s according to Gem Nation. The phrase was first coined by copywriter Frances Gerety in 1947 and has since become synonymous with the diamond industry.
But what does it mean? De Beers uses this slogan to convey that diamonds are timeless and everlasting symbols of love. This message resonated with consumers, as diamonds have become a staple in marriage proposals and wedding rings.
Furthermore, the power of this slogan goes beyond its symbolic meaning. It also conveys to consumers the value and prestige associated with diamond ownership. In a sense, it perpetuates the idea that diamonds are a valuable investment and status symbol.
The above list features some of the most famous advertising slogans for a good reason. These slogans not only catch our attention, but they also effectively communicate the values that each respective brand offers. Use their examples to see how you can craft your killer slogan in the residential home service industry.
Just remember to keep it short, to the point, and memorable, depicting the value you aim to offer. If you need any support crafting your slogans, Wizard of Ads® can help. Book a call, and we’ll make your slogan the common expression in your category.
Ryan Chute
Helping small businesses become BIG brands with a holistic marketing strategy that speaks the same language across all sales and marketing channels.
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