The Use of Slogans in Your Sales Materials

We’ve spoken in this blog about the importance of having a good and memorable company logo for your sales and marketing materials. But what about a company slogan?

Slogans can be an effective method of branding, but unlike the logo, it can be a challenge to come up with a phrase that can identify a specific characteristic that sets your product apart from the competition, is short and impactful, and translates well in the international market.

There’s a great cautionary tale from Pepsi regarding slogans. In Taiwan, the translation of the Pepsi slogan “Come Alive With the Pepsi Generation” came out as “Pepsi Will Bring Your Ancestors Back from the Grave” in Chinese. Yikes.

The other consideration with slogans is that many companies feel they need to be periodically updated to remain fresh. McDonald’s has used 23 different slogans over the past 40 years, from “You deserve a break today” in 1971 to “It’s a good time for the great taste of McDonald’s” in 1984 to “I’m lovin’ it” today. Conversely, Nike’s slogan has remained “Just Do It” since 1988.

So does your company need a slogan? That all depends. If it’s a good slogan, and it works effectively with your logo in your sales and marketing packaging, then it’s invaluable. If your logo does the job of identifying you to your target market, then no, a slogan would likely detract from it. And most importantly, no slogan is better than a bad slogan.

Rees Marketing Resources is your one-stop provider of creative, innovative custom sales and marketing product packaging. From concept to production, Rees will work with you to create high-impact sales and marketing solutions. Rees Marketing Resources is located outside of Boston, but we work with companies all over the country. Contact us if you want your sales and marketing packaging to stand out!