The Science & Art Behind A Good Slogan

Slogans are like diamonds. They can last forever. For example – Nike’s “Just Do It” slogan; there is a lot of science behind it. First of all, it can be said by anyone. Second, it creates a motivational and emotional pull. Third, the slogan comes to mind whenever a “do or die” situation arises. This is the perfect example of what sloganeering is all about.

Fast forward 32 years – “Just Do It” is still Nike’s slogan! That’s the power of a slogan – easy remembrance for people and instant brand recognition.

Some brands do it differently. They tend to rebrand and change their slogan annually. In contrast, others focus on jingles and slogans that are memorable for customers.

The best brands know the art of creating the perfect slogan to make an impact.

When considering some of the best jingles and slogans, we pretty much understand that people remember the song, its message, and of course, the brand represented by it.

Before diving in, we want you to give you an overview of what a slogan is!

A slogan, by definition, is a catchy tagline. It can be used by brands for advertising and creating brand recognition. It’s also a short reminder of the value a brand is offering to their audience.

In this blog, you will understand the science behind slogans is? How is sloganeering (Slogan + engineering) effective for your brand?

We will look closely at some influential and recognized taglines and slogans of all time.

The Science And Art Of Sloganeering

Generally, a slogan is designed to be a public face! In the marketing world, this is called “Brand positioning.” Slogans have a higher purpose than just representing a brand’s products and services.

Here are some infamous brands that have managed to create a brand identity using their slogans.

Red Bull

Red Bull is widely recognized as a symbol of strength.

However, the company wanted to achieve more than just hyper-focus.

They wanted to make the consumer feel more potent after drinking their product, both mentally and physically.

Hence the phrase “Red Bull gives you wings.”

Master Card

The slogan for a MasterCard aims for consumerism. The slogan complements the priceless things in a person’s life.

“There are some things money can’t buy. For everything else, there is MasterCard”.

The idea is to tap into the customer’s motivations and requirements.

In the case of Red-Bull, the desire for power is targeted, and quite frankly – who in the world is not power-hungry.

For MasterCard, the need for happiness in a person’s life and demonstrating status in society is targeted.

With the right understanding of the targeted audience – you can easily create a compelling slogan for your brand.

Think of yourself as Balenciaga. Do you stand for casual wear? Well, you make rare and expensive clothes. So, do you stand for luxury?

Continue this approach and replace Balenciaga with your brand.

It will generally take you some time to identify the positioning of your brand, history, optimism, and personal progress. Still, you will be there in no time.

The most common idea in marketing is that a brand must continuously stick with a compelling “brand positioning” over time.

Keep in mind that the values are changing, and so is the attitude of the customers. They are always in search of a better alternative than an existing one in terms of brand. Moreover, brand loyal customers tend to buy from brands they believe are authentic.

Learn what influences the customer’s brand loyalty, for which you need to find the words that define your brand in a glimpse.

That doesn’t mean your slogan shouldn’t be all about acknowledging weaknesses and being aspirational, but they should pass the test of experience.

For example – British Rail tried to convince their customers with the slogan, “We are getting there.”

This slogan was designed to make customers feel that significant changes were being made to the service they were offering.

Another great brand’s slogan met its demise – Ford’s “Quality is Job 1”.

However, there is a minor difference between taglines and slogans.

Here are some basic differences.

Slogans and Taglines


Slogans are designed as short-term marketing “material.” and more suited to the desired audience.

They are often used in advertising campaigns; hence they change over time.


A tagline tells the audience about the brand itself and does not change over time or frequently as a slogan.

A catchy slogan delivers the tone you want your brand to represent.

If you are looking for a tagline, we recommend developing a brand strategy first.

Let’s look at some of the most memorable slogans and why they were and still are successful.

KFC – “Finger-Lickin’ Good”

Starting with KFC’s “Finger-Lickin’ Good.” This slogan was so famous and successful that it managed to stick around since the 1950s.

This shows that when a slogan is that good – trends can do nothing against it.

From KFC’s slogan, we understand that all you need to do is make the slogan catchy and straightforward, and there you stand good for decades.

KFC's Slogan
Image Source: PNGITEM

Why Did “Finger-Lickin’ Good” Become Successful?

This slogan is successful because it describes the way people will feel once they taste KFC’s food.

The slogan makes the audience think and imagine the delicacy, which is what the creator of the slogan expected to achieve.

Also, the Lickin’ part is so casual that it makes the audience feel comfortable with the fast-food chain.

This conversational tone of the slogan makes it different. A single word gives KFC a feeling of home rather than a restaurant.

It merely serves as a place where customers can enjoy their everyday meals comfortably.

McDonald’s – “I’m Lovin’ It”

The longest-running McDonald’s slogan of all time. The slogan resonates with customers.

McDonald’s food might not be the healthiest choice – but health is not something that McDonald promised. The brand only aims to make you fall in love with fast-food.

“I’m Lovin’ It” was introduced in 2003, and Justin Timberlake helped launch the new marketing campaign along with this slogan.

McDonald's Slogan
Image Source: NGNO

Why Did “I’m Lovin’ It” Become Successful?

Accompanied by the jingle “ba da ba ba ba, I’m Lovin’ It,” the slogan made a statement when it entered the market. A competition was held between 14 international ad agencies, and the winner was a small studio call, Heye & Partner, from Germany.

The slogan only became successful and renowned because it assures the audience that they are “loving it.”

It all boils down to one thing; slogans can make a big difference in representing your brand.

Eager to know how you can write a good slogan for your brand?

There are a few things you need to keep in mind to design the perfect slogan for your brand.

Let us tell you how.

The Tips For Creating A Memorable Slogan

  1. Keep it concise and precise.
  2. Be unique.
  3. Highlight the key benefit.
  4. Explain your brand.
  5. Make sure it has an emotional pull.
  6. Don’t be negative.
  7. Use accurate resources.

These 7 are the key points you have to go through to design the perfect slogan.

These points are unique in their way, but they will prove useful if they are utilized correctly.

Let’s start.

#1. Keep It Concise And Precise

Your slogan should be concise. It shouldn’t be longer than a few words or a sentence.

If your slogan is longer than a sentence, it will be easily forgettable. So, it is best to stick to a catchy line rather than a definition. Ideally, a slogan should be between 5-7 words.

#2. Be Unique

Uniqueness, in terms of slogans, means that you have to set your brand apart from your competitors.

For example, – Apple’s “Think different” was similar to IBM’s “Think.”

Your job is to make sure your slogan is memorable, which means that whenever people see or hear it, they think of your brand. For example, McDonald’s slogan, “I’m Loivn’ It,” has that effect.

#3. Highlight The Key Benefit

Let’s assume your brand has a unique benefit attached to it.

You need to make sure your slogan is the perfect representation of your benefit or brand’s message.

Take a look at McDonald’s slogan, I’m Lovin’ It – which means that having a big-mac might not be a good choice heath-wise, but it is so delicious that customers love it!

So, find a way to incorporate your specialty in your slogan.

Moreover, slogans are a brand’s first impression. They leave a mark on the consumers, so it’s necessary to design one that perfectly highlights your brand.

#4. Explain Your Brand

With your slogan, you can explain your company’s dedication to the customers.

For example – Dunkin Donut’s “America runs on Dunkin” slogan.

This point also covers that the brands who don’t have a unique product have the option to capitalize on customer’s care and trust.

Your slogans will only work if it’s aimed towards customer service and quality assurance.

#5. Make Sure You Slogan Has An Emotional Pull

This point may be the most influential one yet.

Create an emotional pull in your slogan. Think about the problems of your audience.

For example – L’Oréal – “Because you’re worth it”. This slogan connects with female customers mostly and highlights that they should be proud of being one.

This is just the emotional pull you want to endorse.

Make your slogan about your audience, focus on what they might think and feel, and how you can make your product special to them. How can you touch your customer’s hearts? Remember, your slogan will make the first impact and your product/service later.

#6. Don’t Be Negative

Your slogan must be centered towards something positive after-all; people want to be happy and feel positive vibes.

Make your customers look on the bright side. For example – Coca-Cola “Open Happiness.” Notice something?

None of the sodas available in the market are healthy. They all have some negative effects on the consumers over-all health. But the owners of soda brands are smart. They combat this negativity with slogans designed to promote happiness, smiles, emotions, and laughs.

Combine that with an elaborate TV ad, and they successfully entice customers into buying their product.

#7. Using Accurate Resource

Let’s say you did your research, extensive brainstorming, but you’re still unsure about the slogan you have created for your brand. Maybe it’s time to hire a branding agency, which is the least risky option on the list!

The perk of hiring branding experts – you get affordable services tailored to match your brand’s exact needs.

And Finally, Why Do You Need a Slogan?

Many brands don’t have a slogan like Charles & Keith or Calvin Klein. But let’s assume you want to start a new marketing campaign; the basis of your strategy should be to create slogans because they can do wonders for your brand.

Brand identity is essential, but a brand voice is equally important to make an impact.

About the Author!

Jane Collen is a creative content writer and digital marketer at TekRevol. She works closely with B2C and B2B businesses providing blog writing, video script writing, ghostwriting, copywriting and social media marketing services.

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