We know that slogans don’t generally add much to advertising effectiveness (see https://lnkd.in/eNYi6jaB) but we also know that many of the world’s most successful brands have used slogans to great effect (Nike, McDonalds, KFC, Apple, L’Oreal, BMW). Slogans can be highly effective, yet very few brands leverage this oppportunity well.

This framework highlights three key characteristics of effective slogans.

For a useful discussion about what makes an effective slogan, check out this LinkedIn thread and this follow up.