It can be challenging to put a true value on coming up with a catchy slogan or creating the ideal tagline that characterizes your brand and firmly establishes it in the minds of your customers.
However, given how successful some of these most enduring brand slogans and taglines have been at grabbing the attention of new customers over the years, it’s impossible to deny that they can be held accountable for millions of dollars in comparable advertising spend (or possibly more).
Not to mention the benefits of having a memorable slogan or tagline in terms of encouraging repeat business from customers who have already used your brand.
If you can develop a memorable slogan that people want to share, can’t forget, or that they mentally associate with a particular need in their lives, there is undeniable value to be claimed.
What Is A Tagline?
A tagline is a catchy motto or phrase that serves as a permanent expression of your company’s larger purpose and mission in the context of branding. The purpose of taglines is to keep your brand at the forefront of your audience’s minds while also attracting new ones. They are memorable, instantly associated with your brand, and long-lasting.
What Is A Slogan?
According to the small business encyclopedia on Entrepreneur.com, a slogan in business is “a catchphrase or small group of words that are combined in a special way to identify a product or company.”
They resemble mini-mission statements in many ways.
For the same reason that businesses have logos: advertising. Slogans are audible representations of a brand, as opposed to logos, which are visual. Both formats are more effective at drawing customers’ attention than a company’s name or a product might be. Additionally, they are easier to comprehend and remember.
The aim? to imprint a key brand message in consumers’ minds so that, if they only remember the slogan from an advertisement, they will remember it.
How Is A Slogan Different?
A slogan, which has a similar structure to a tagline and is typically composed of a few words or a short sentence, is most frequently used to identify a particular product line or marketing campaign. Slogans are made to be less enduring than a brand’s tagline because they can change over time, but they still function to remind customers of your business.
Our first brand tagline serves as the ideal illustration of the differences between the use of a slogan for immediate goals and how consistent a tagline can be over time.
What Makes A Great Slogan?
HowStuffWorks claims that a great slogan has most or all of the following qualities:
- It stands out.
Is the slogan easily remembered? Will it only require a brief moment of thought on their part? In advertisements, videos, posters, business cards, swag, and other places, a few strong, succinct words can make a big impression.
- It has a significant advantage.
‘Sell the sizzle, not the steak,’ is a marketing maxim, right? This phrase, which means “sell the benefits, not the features,” is ideal for slogans. A great slogan clearly communicates to the audience the advantages of a business or product.
- It helps the brand stand out.
Is the flavor of your light beer the best it can be? maybe the least amount of calories? What distinguishes your brand or product from those of its rivals? (See here for our indispensable branding guide.)
- It promotes favorable perceptions of the brand.
Positive language is used in the best taglines. For instance, the Reese’s Peanut Butter Cups slogan, “Two great tastes that taste great together,” evokes positive feelings in the audience while Lea & Perrins’ slogan, “Steak sauce only a cow could hate,” employs derogatory language. The audience is left with a better impression, we could argue, by the first.
Best Brand Slogans And Taglines
1. Disneyland: “The happiest place on Earth.”
This is one of the most memorable brand slogans in use today, and it dates all the way back to the first park’s opening in Anaheim, California. Despite the fact that history seems to have forgotten who exactly came up with the tagline, it has been an integral part of Disneyland branding for many years.
On the other hand, here are a few illustrations of Disney’s shorter-term campaign catchphrases:
- “I’m headed to Disney World.” Throughout the 1980s, this catchphrase was employed in a number of commercials in which well-known athletes and celebrities would promise to visit Disneyland as soon as they reached a goal.
- “Where dreams are realized.” This slogan, which was introduced in 2006 following the park’s 50th anniversary and as part of a global initiative to unify the Disney parks, was created to speak to all customers in a unified brand voice. Additionally, it marked the beginning of several innovative campaigns and a visual upgrade for many of the park’s assets.
2. Nike: “Just do it.”
This catchphrase, which was developed by one of the company’s advertising agencies back in 1988, is incredibly action-oriented and effectively conveys one of Nike’s brand’s key messages—to provide people with the means to be active and perform better.
3. Old Spice: “The original. If your grandfather hadn’t worn it, you wouldn’t exist.”
This American brand of male grooming products has undergone significant self-reinvention since its founding in 1937. They are renowned for their wildly inventive television advertisements and marketing campaigns. This most recent tagline first appeared on the company’s new shower gel packaging in 2008, and it set the brand on a course for edgy marketing campaigns that would make them relevant again among younger consumers.
4. De Beers: “A diamond is forever.”
This slogan is the most well-known of the 20th century, according to Advertising Age, with 90% of American consumers still claiming to recognize it 73 years after it was first used.
5. MasterCard: “There are some things money can’t buy. For everything else, there’s MasterCard.”
Starting in 1997, this tagline served as the centerpiece of the credit card company’s “Priceless” marketing campaign. Through a series of television commercials and larger campaigns, it quickly gained popularity and was eventually used in more than 200 different countries around the world.
6. Samsung: “Do what you can’t.”
This technology company has been developing new products since 1938 in a variety of product categories, including smartphones, cameras, televisions, appliances, gadgets, watches, and much more. This phrase, which has only been in use since 2017, perfectly sums up the brand’s goal of assisting customers in accomplishing previously unthinkable feats. They put a lot of effort into becoming recognized as engineers, inventors, and problem solvers.
7. Dollar Shave Club: “Our blades are f***ing great.” and “Shave time. Shave money.”
The direct-to-consumer personal grooming business that debuted in 2012 with the YouTube video “Our blades are f***ing great” quickly gained popularity thanks to their clever taglines and catchy advertising. Their new tagline, “Shave time. Shave money,” cleverly combines their two main advantages of low cost and extreme convenience while maintaining the lightheartedness and humor for which the company has become known.
8. BMW: “The ultimate driving machine.”
When this catchy slogan was first used by the renowned German automaker in a massive series of marketing campaigns that started in 1973 and were directed at a generation of Americans looking for a car they could be proud of, it was immediately successful.
9. Allstate: “You’re in good hands.”
The catchphrase for this insurance company has been used since the 1950s, when one of the company’s top sales executives came up with it after using a similar expression to reassure his wife when taking their kids to the doctor.
10. Uber: “Move the way you want.”
The treatment of both drivers and corporate employees has gone through many ups and downs in recent years for the global ride-sharing behemoth, which is currently valued at more than $63 billion. They recently changed their brand slogan as a result of their erratic public image. The slogan “Everyone’s Private Driver,” which was previously used, has changed to the more inclusive message “Move the way you want,” with the intention of making the company seem more approachable, friendly, and relatable.
11. Capital One: “What’s in your wallet?”
With this catchy slogan, Capital One has been advertising its credit card services since the year 2000. Later, through a series of commercials starring Jennifer Garner, they expanded to advertise other banking and financial services.
12. Rothy’s: “Reduce your carbon footprint in style.”
This clever brand slogan really does a great job of communicating their mission—a zero waste production and shipping process—while also using a catchy play on words for a footwear company that’s built around the philosophy of creating visually appealing, environmentally conscious products.
13. Staples: “That was easy.”
Staples has consistently worked to position their brand as providing the largest selection of business products you’ll find in person as one of the biggest American retailers in the office supplies industry.
14. Marriott Bonvoy: “Rewards reimagined.”
The Marriott International brand, which was first established in 1927, has expanded to include 30 distinct hospitality brands and has locations in more than 130 nations. In 2019, they relaunched their rewards program with new features and a significant marketing effort. They simultaneously changed the program’s name to Marriott Bonvoy and updated the look of the majority of their corporate assets.
15. Kellog’s Rice Krispies: “Snap! Crackle! Pop!”
This cereal brand’s well-known tagline, which is among our earliest catchphrases, has its origins in a 1932 radio ad that highlighted the product’s sound. Listen to Kellogg’s Rice Krispies sing the happy chorus of the fairy song of health as they merrily crackle, pop, and snap in a bowl of milk. Now is your chance to experience food talking if you haven’t yet.
16. Gatorade: “Is it in you?”
This catchy tagline, which was retired in 2013, was intended to encapsulate the spirit of delving deep and discovering an internal driving force in order to succeed—a core principle for Pepsico’s well-known sport drink line. However, it may not ring as true today as it did in the past. This line is effective because it appeals to the sports and fitness enthusiasts who make up Gatorade’s target market, and the word “itcolor “‘s choice visually links the tagline to the product.
17. Kentucky Fried Chicken: “Finger lickin’ good.”
Unbelievably, a restaurant manager at the then-promising small fast food chain reportedly came up with this memorable slogan on the spot in the 1950s. According to legend, Harland Sanders, the company’s founder, frequently appeared in the company’s early advertisements while munching on a plate of fried chicken in the background of a scene. A woman complained to the TV station that “Mr. Harman is licking his fingers” after one of the commercials aired. The rest is history because a franchisee in Arizona immediately responded, “Well, it’s finger lickin’ good.”
18. Compass: “Let us guide you home.”
Although this innovative real estate technology company only appeared on the scene in 2012, it has already established itself in dozens of the most competitive real estate markets across the US and employs more than 10,000 agents. Their brand slogan effectively communicates their mission and overall corporate tone by placing a strong emphasis on how technology can make the process of buying and selling a home much easier and pain-free.
- Belong anywhere with Airbnb.
After the billion-dollar short-term rental platform realized their customers were using their service as more than just a convenience for travel, they developed this brand slogan in 2014. Their main tagline before adopting this one was “travel like a human,” but the reimagining of the brand with their new tagline included a significant visual refresh and a steady push into new markets.
20. Verizon: “Can you hear me now? Good.”
This catchy phrase, which was developed in 2002 to support a significant television advertising campaign, was used by an actor who repeatedly says it while on the phone as he moves through various settings to show that he is testing and looking for a location with poor service—and, of course, he is unable to do so.
21. Dunkin Donuts: “America runs on dunkin.”
The “America Runs on Dunkin'” campaign aims to promote the notion that coffee is a fuel, making it one of the more deftly nuanced slogans on this list. This is vastly different from Starbucks’ positioning, which emphasizes selling coffee consumption as more of a lifestyle.
22. Wheaties: “Breakfast of champions.”
Since they started advertising with minor league baseball teams in 1927, this cereal brand has had a close relationship with sporting goods companies. After some consideration, a Minneapolis advertising agency drew a Wheaties box on a piece of paper for a future campaign and wrote “Wheaties-The Breakfast of Champions,” which has since become the catchphrase for the cereal line.
23. Lay’s: “Betcha can’t eat just one.”
This advertising slogan, which dates back to the early 1960s, became Lay’s most well-known campaign. It was created with the idea that once a bag is opened, all the chips will somehow be consumed before you know it.
24. Taco Bell: “Think outside the bun.”
With their memorable catchphrases, including “The Cure for the Common Meal,” “Yo Quiero Taco Bell,” and their most well-known in recent years, “Think Outside the Bun,” which was recently replaced with “Live Mas,” this fast food restaurant chain has outdone itself.
25. Tag Heuer: “Don’t crack under pressure.”
Since the brand’s founding in 1860, many of the timepieces produced by this upscale watchmaker have carried price tags of at least $50,000. However, they have been working hard to modernize their brand in recent years in an effort to appeal to a younger audience. One such effort is this new slogan, which denotes a radical change in the company’s strategy and has been shown to be a forerunner of more affordable watches.
After researching some timeless and memorable slogans and taglines, it’s time to position your company for success. Although a slogan and a tagline are similar, a slogan is used to promote a product while a tagline raises awareness of a product while being succinct, memorable, and timeless. Both are crucial for ensuring that customers will continue to think of your company.