Slogans are powerful tools for branding and marketing, as they can capture the essence of a brand's identity, values, and message in a few catchy words.
Why do brands need slogans?
Brands have slogans to attract attention, differentiate themselves from competitors, and communicate their brand identity and value proposition to consumers. Slogans are audible representations of a brand that can stick in people’s minds and influence their perceptions and behaviors. It can also appeal to consumers’ emotions, needs, and desires, and motivate them to choose or support a brand.
Some of the most successful and memorable slogans in history belong to some of the most popular brands in the world, such as Nike, Apple, Google, Adidas, and Walt Disney.
Here are some brief insights into how these brands use their slogans to sell their products and connect with their audiences.
Nike: "Just Do It"
Nike's famous slogan, "Just Do It", was created in 1988 by the advertising agency Wieden+Kennedy, and has become one of the most iconic and long-running brand campaigns ever. The slogan was inspired by the last words of Gary Gilmore, a convicted murderer who said, "Let's do it" before he was executed by firing squad in 1977.
The slogan conveys a message of action, motivation, and determination, encouraging people to overcome their fears and challenges and pursue their goals with passion. It reflects Nike's core values of innovation, performance, and excellence and its target market of athletes and sports enthusiasts.
Nike has used the slogan in countless ads and promotions over the years, featuring athletes of all ages, genders, and abilities who exemplify the "Just Do It" spirit. One of the most recent and controversial examples was the 2018 ad featuring Colin Kaepernick, a former NFL player who protested against racial injustice by kneeling during the national anthem. The ad had the tagline "Believe in something. Even if it means sacrificing everything." The slogan has helped Nike establish itself as a leader in the sports industry and a brand that stands for courage, empowerment, and social responsibility.
Apple: "Think Different"
Apple's slogan, "Think Different", was launched in 1997 as part of a campaign to rebrand the company after years of financial struggles and declining market share. The slogan was created by the advertising agency TBWA\Chiat\Day and was intended to differentiate Apple from its competitors, especially Microsoft, by highlighting its unique vision, creativity, and innovation.
The advertisement paid tribute to some of the most influential figures in history who changed the world with their unconventional ideas and actions. The ad featured icons such as Albert Einstein, Martin Luther King Jr., Muhammad Ali, Mahatma Gandhi, and others. Accompanied by a series of black-and-white images, the slogan "Think Different" was written in Apple's signature font.
The slogan resonated with Apple's loyal customers who identified themselves as creative rebels and visionaries who challenged the status quo. The slogan also helped Apple regain its reputation as a pioneer in technology and design, as well as launch some of its most successful products, such as the iMac, iPod, iPhone, iPad, and others.
Google: "Don't Be Evil"
Google's unofficial slogan, "Don't Be Evil", was coined in 2000 by Paul Buchheit, one of Google's engineers who worked on Gmail. The slogan was meant to express Google's corporate culture and philosophy of doing good things for the world and avoiding unethical or harmful actions. The slogan also reflected Google's mission statement of "organizing the world's information and making it universally accessible and useful". Google has used the slogan internally as a guiding principle for its employees and externally to communicate its values and vision to its users and stakeholders.
The slogan has also been challenged and criticized over the years by various groups who accused Google of violating its own motto by engaging in practices such as censorship, privacy breaches, tax avoidance, antitrust violations, and others. In 2015, Google restructured itself under a new parent company called Alphabet Inc., which adopted a new slogan: "Do the right thing." However, Google still retains its original slogan as part of its code of conduct.
Adidas: "Impossible is Nothing"
Adidas' slogan, "Impossible is Nothing", was introduced in 2004 as part of a global campaign to celebrate the brand's 75th anniversary. The slogan was inspired by a quote from Muhammad Ali, one of Adidas' most famous endorsers: "Impossible is just a big word thrown around by small men who find it easier to live in the world they've been given than to explore the power they have to change it."
The slogan conveys a message of optimism, ambition, and perseverance, encouraging people to challenge themselves and achieve their dreams. The slogan also aligns with Adidas' core values of authenticity, inspiration, and innovation, as well as its target market of athletes and sports fans.
Adidas has used the slogan in various ads and promotions that featured stories of athletes who overcame obstacles and defied expectations with their performances.
Some examples are David Beckham, Lionel Messi, Zinedine Zidane, Haile Gebrselassie, and others. The slogan has helped Adidas position itself as a brand that empowers people to push their limits and redefine what is possible.
Walt Disney: "The Happiest Place on Earth"
Walt Disney's slogan, "The Happiest Place on Earth, was coined in 1955 by Jack Lindquist, a former Disneyland executive in charge of marketing the theme park.
The slogan was created to capture the essence of Disneyland as a place where people of all ages can experience joy, wonder, and magic. It reflects Walt Disney's vision of creating a world where dreams come true and imagination is unlimited.
The slogan has been used to promote Disneyland and other Disney theme parks, as well as other Disney products and services, such as movies, TV shows, merchandise, and others. The slogan has become synonymous with the Disney brand and its values of happiness, quality, and family. The slogan has also influenced millions of people who visit Disney parks every year and share their positive emotions and memories with others.
There is a deliberate work of influence by brands to invade our mindspace so they can capture our hearts. While we are aware of this truth, we fail to realize the deeper impact on our mental health. We keep postponing the pursuit of truth with immediate pleasures that brands provide, internally and externally.
Brands are catering to the bodily needs of man by creating a temporarily satisfying spiritual connection to capture consumers minds and hearts. Each slogan is created to inspire the spirit of man to think about the brand in a certain way turning consumers into believers.
Clever copywriting can get us attracted, but it cannot transform our lives. As consumers, let's understand the limitations of brands and our vulnerabilities as humans.
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