Copy Cat: The Art of Crafting a Successful Slogan

By Posted in - Copy Cat on September 9th, 2011

Slogans, or taglines as I prefer to call them, are simple, succinct statements that communicate an organization’s vision, competitive position, brand promise and product benefit or experience.  They should be compelling and memorable, and be able to withstand the test of time.

We came across an article on with 5 Tips for Writing an Effective Slogan.

I’ve highlighted two that I think are important to remember, along with a few of my favorite tags.  The third tip is from yours truly.

  1. If more than one word, shoot for something with rhythm, rhyme or a ring to it. Example: “Don’t get mad. Get GLAD.” Make it fluid and pleasing to the ear. The most memorable slogans are oftentimes a jingle or song. Example: “The best part of waking up is Folgers in your cup.”
  2. Highlight a key differentiating factor that underscores your mission and sets you apart from your competition. Example: “Think outside the bun.” (Taco Bell)
  3. Idioms are your friend. You can never go wrong with a good play on words. Example:  “Works like a dream.” (Ambien)

We hope these tips will inspire you as much as they have inspired us to write great copy for our clients!



(4) awesome comment(s)...

  • Kate Payne - Reply

    September 14, 2011 at 6:21 pm

    Thanks for chiming in, Bob!

  • Bob Reed - Reply

    September 14, 2011 at 3:25 pm

    We certainly do, and it was near unanimous approval from the committee!

  • Bob Reed - Reply

    September 12, 2011 at 8:39 pm

    Taglines are difficult business. We finally came up with one for our B2B marketing and PR firm after about a year of cycling through many ideas. The final product: “Making The Impersonal, Personal.”

    • Dana Hughens - Reply

      September 14, 2011 at 3:37 am

      I agree, but looks like you nailed it, Bob! We’ve got a fun tagline for next year’s Counselors Academy conference. Not sure if we can talk about that yet. Maybe we have to wait for the official unveiling before we can blog it.

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