Audere est facere

SLOGANS

Or...straplines, endlines, taglines, baselines, signatures, pay-offs....

What do they do?

Sit with the logo.

Plant the key message about the brand/product in people’s minds

If you only remember one thing about this ad, remember this.

What do they have to do?

Be instantly memorable

Be inextricably linked to the brand

Give a clear benefit

Differentiate

Make you feel good about the brand

Reflect the personality of the brand

Know your brand

Is it up market?... Or mass market?

Is it serious and important?

Or is it fun?

Is it cheeky? Irreverent?

Is it authoritative? Is it your mate?

Understand the brand’s tone of voice...

...and know your product too

What is the personality of the particular product?

What does it do?

How simply can you sum up the main benefit?

Understand how the brand/product fits into peoples lives

How do they consume it?

What importance to they put on it?

Understand the difference between....

Say... a brand that looks after your money..

A brand that sells you the biggest purchase of your life..

A brand that provides a service...

A brand that is exclusive....

A brand that is essential... A brand that does an essential job for you

A brand that has to be brilliantly made....

Bank, investment company, mortgage company, gas company (utility), airline, jewellery, medical, an iron, a vacuum cleaner, car... as well as food... bread

etc..... even beer (Stella)

A brand/product that is cheap....

That’s fun....

That isn’t about emotional attachment

That isn’t a big decision

A chocolate biscuit, an ice cream, a beer, a bag of crisps....

How to be memorable?

Distinctive language, a memorable fact, rhyme, alliteration, wordplay, emotive statement, remarkable claim, heritage,

something that makes you smile... a fantastic description, an irresistible benefit...

Something that taps into my views/feelings (people like me)..

AudiVorsprung Durch Technik

HeinekenRefreshes the parts

other beers can’t reach.

British AirwaysThe world’s favourite

airline

RonsealDoes exactly what it says

on the tin

Financial TimesNo FT. No Comment.

AppleThink different

NikeJust do it

Kwik FitYou can’t get quicker than

a Kwik Fit fitter

ToshibaHello Tosh, got a Toshiba?

Brief

• Write a strapline to sell you• To potential employers...

• ...or the opposite sex.• ...you’ve got half an hour

• DON’T SHOW IT TO ANYONE ELSE!

Allison’s Bread

Bread wi’ nowt taken out.

Avis Rent A Car

We try harder.

Bells Scotch Whiskey

Afore ye go.

The AA

To our members we’re the fourth emergency service.

BMW

The ultimate driving machine.

British Rail

Let the train take the strain.

British Rail

We’re getting there.

Brut

Splash it all over.

Cadbury’s Fruit and Nut

Are you a Cadbury’s Fruit and Nut case?

Carlsberg

Probably the best lager in the world.

Castrol

Liquid engineering.

Coke

It’s the real thing.

Commercial Union

We won’t make a drama out of a crisis.

Comparethemarket.com

Simples

Del Monte

The man from Del Monte says yes.

Domestos

Kills 99% of all known germs.

Ford

Everything we do is driven by you.

Fry’s Turkish Delight

Full of eastern promise

Gillette

The best a man can get.

Guinness

Guinness is good for you.

Guinness

My Goodness. My Guinness

Guinness

Pure genius.

Guinness

Not everything in black and white makes sense.

Guinness

Good things come to those who wait.

Hamlet

Happiness is a cigar called Hamlet.

HSBC

The world’s local bank.

The Independent.

It is. Are you?

Irn Bru

Made in Scotland from girders.

John Lewis

Never knowingly undersold.

Kia-Ora

We all adore a Kia-Ora

Kit Kat

Have a break. Have a Kit Kat.

Knirps

You can break a brolly but you can’t k-nacker a Knirps.

L’Oreal

Because you’re worth it.

Typhoo Tea

You only get an ‘OO’ with Typhoo.

Weebles

Weebles wobble but they don’t fall down.

The Staghunter’s Pies

Made from local venison on Exmoor

National Trust Land

Culled humanely

Gourmet recipes

Up -market - quite expensive

ExecElecUp market chauffeur service

Only uses high-end electric cars

Uniformed drivers

Costs a bit more – but kinder to the environment

The Naked Vitamin Company• Complete nutrition

• All natural – no added colourings etc.

• Pure goodness – for everyone.

The original rocker’s cafeGreat decor – great music

Vintage cars & bikesGreat food

You don’t have to be a biker or rocker to come in (but it helps....)

Made in the USA from domestic denim, the clothes made by the inmates of this Oregon Prison, are some of the most durable you will ever lay your hands on.

Based on traditional and classic, American designs, the range includes heavy duty denim jeans (including work jeans with brass buttons for attaching braces), hickory work shirts made from the same traditional “ hickory stripe ” material favoured by railroad workers, as well as the famous three quarter length yard coats and an authentic “ Western ” jacket.

The Staghunter’s Pies

Deer – but worth every penny.

ExecElecWho says businessmen don’t have a

conscience?

ExecElecYou’ve screwed your customers.

Why screw the planet?

The Naked Vitamin Company

Are you in rude health?