Updated
A slogan (or tagline) is a short, memorable line that accompanies a brand or campaign. It sums up what the brand stands for and is designed to stick in people’s minds.
Famous examples
- Nike: Just do it.
- Tesco: Every little helps.
- L’Oréal: Because you’re worth it.
What makes a good slogan
- It is short, usually three to seven words.
- It is easy to say and remember, often with rhythm or rhyme.
- It matches the brand’s positioning and USP.
- It works for the long term, not just for one campaign.
Slogans and performance marketing
In paid campaigns a slogan rarely sells on its own: concrete benefits and offers matter more. It does strengthen brand recognition, though, which can show up as more branded searches and a higher CTR.
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