What’s Your Catch Phrase?, July 23 2019
“Just Do It,” “Imagine the Freedom,” “Because You’re Worth It,” “Have a break, have a KITKAT”… What do these ad slogans from the big industry giants (Nike, Lotto 649, L’Oreal, KITKAT) have in common?
Did you guess…?
The first thing they do is to make their communication about you, the consumer, by getting your attention regarding something you want. For instance, the first slogan by Nike inspires action for those that are interested in being active. “Imagine the Freedom” sparks the imagination and speaks to the financial freedom that most of us desire. KITKAT, targeting the workforce, is suggesting to “have a break,” in addition to making them your ‘go to’ during it. And L’Oreal’s being “worth it” speaks to gender equality and empowerment of women. They all start with something that their target market wants.
On the flipside, do you think it would have sparked consumer interest if they had of started the ads or commercials with their business name? That small window of opportunity would have likely passed them by quickly, and at a cost.
Unfortunately, we see this mistake happen often. People get desensitized to things like names, which is why your slogan is essential regarding the first thing a customer see’s about you in your ads, business cards, pamphlets and so on. It’s what’s going to grab their attention, give them an idea of what you have to offer them, and encourage them to want to know more about you.
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