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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.

What to learn more? Try asking Virtual Dan White.
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  • Home
  • Books
  • Illustrations
    • Marketing
    • Brand Development
    • Brand Experience
    • Innovation
    • Communications Strategy
    • Media Roles And Characteristics
    • Creative Content
    • Pricing & Sales Promotion
    • Measurement
    • Data and Analysis
    • Brand Review & Planning
    • Brand Extension
    • Mental Processes
    • Business >
      • How Creativity Delivers Competitive Advantage
    • Business Story Telling
    • Case Examples
    • Wellbeing
    • People Skills
    • Life Hacks
  • Articles
  • Media
  • Services
    • Consultancy
    • Speaking Engagements
    • Training for B2B Professionals
    • Market Research Training
    • Visualisations
  • Merchandise
  • Contact