2015-07-29 Andrius Grigorjevas

the death of the slogan

FUNCTION OF THE SLOGAN

I have to admit that I don’t really know. Most probably somebody else told me that a brand is supposed to have a slogan and I believed it at the time.

SLOGANS AND STRATEGY

Oh, I remembered. Slogan should be a creative way of explaining the strategy to the consumer. Yeah, you heard it. If it sounds like bullshit, most probably it is. Should consumer really understand the strategy? Definitely not. Let’s remember that the two things that only exist in the heads of marketing folk are: A) strategies B) brands. Nobody else cares.

PROBLEMS WITH SLOGANS

So slogan is the generalized message about the brand. It has to encompass all brand consumer segments. This is where the problem starts. The bigger the brands – the more segments you have. The more segments you have, the more diverse they are. The more diverse they are, the more generalized the message. The more generalized the message, the more empty and hackneyed it is. There, I said it.

DO SLOGANS REALLY MATTER TO CUSTOMERS?

I don’t know and I haven’t checked. I have a strong hunch that most people don’t give a damn.

DO CUSTOMERS REMEMBER BRAND SLOGANS?

Yes, the ones that are backed by powerful image campaign. Nike just do it mantra doesn’t work on its own. It only flies once given a good kick. The rest are not remembered and wrongfully attributed 80% of the time. Your money working for someone else, that is.

WHAT’S THE RESUME?

There is a high chance that brands slogans are the common nonsense everyone indulges themselves in.

SEMIOSEARCH

communication field and its problems never cease to amaze me - the truly brilliant thing is that there are no final answers. I don't understand anything, but I guess nobody does (there just a moderate degree of success in pretending that they do). If you have challenges, questions, topics, themes or projects - contact me and maybe we can crack them together. Andrius