In 2003, McDonald’s was worth approximately $30 billion. Today, it’s worth around $190 billion. And it has more than just Big Macs to thank for its meteoric rise. What’s been the key to its marketing success?
As it turns out, the multinational fast-food conglomerate owes a debt of gratitude to a former drug-dealer-turned-rapper and one of the world’s biggest pop stars.
Pusha T and Justin Timberlake created one of the best corporate slogan examples ever in 2003 by co-writing the infectious jingle, “I’m Lovin’ It,” for Mickey D’s, which it still utilizes today. With studies showing that the Golden Arches are now more widely recognized worldwide than the symbols of many major religions, it’s safe to say that their marketing strategy has been a success.
If your company can come up with a slogan example that’s even a fraction as successful as “I’m lovin’ it,” it’ll transform your business. But how do you even start? Learn more about the secrets behind building a brand identity and increasing brand recognition by incorporating memorable phrases into your company’s marketing campaigns below.
What Is a Slogan?
A slogan is a word, a series of words, or even a sentence or multiple sentences that serve as the centerpiece of a marketing campaign. While many of them follow a similar formula, those that stand out have an extra something special.
The first slogan emerged in the 1850s for a laxative called Beecham’s Pills. The slogan was “Beecham’s Pills: Worth a Guinea a Box” (a guinea being a form of British currency).
You might think that this world-famous slogan came from the company’s marketing department, but that’s not so! These historic words were evidently uttered by a satisfied customer in St. Helens, Lancashire (apparently, the laxatives worked very well).
And that’s precisely why this slogan was so effective. It didn’t come from some pencil-pusher at Beecham’s Pills touting the benefits of the company’s products. Rather, it was a customer’s honest opinion about her experience with the product. That’s what resonates with consumers — honest-to-goodness authenticity.
What Makes a Slogan Memorable and Effective?
Thousands of companies worldwide have attempted to duplicate Beecham’s stroke of genius, some more successfully than others.
Those that have succeeded have found that memorable and effective slogans are:
- Short and sweet
- Easy to understand
- Representative of their brands
The top slogans inspire customers to want to purchase products. They also generate a sense of urgency, brand loyalty, and even self-identification. Let’s delve into each of these a little more.
Urgency
Who can resist the siren song of the words “Limited-Time Offer?” Nobody wants to fall victim to FOMO (fear of missing out). That’s why slogans inspiring urgency are so effective.
Restaurants frequently use urgency to spur customers to purchase special products; for example, McDonald’s ultra-popular McRib Sandwich and Taco Bell’s Nacho Fries. They say, “Better grab these goodies now, because they won’t be here tomorrow.” Your slogan needs to say the same thing to your customers.
Brand Loyalty
The best slogans inspire a sense of pride in consumers and reaffirm that yes, this is a company they love doing business with.
For example, consider Papa John’s famous “Better Ingredients, Better Pizza” slogan. Although it stirred up some controversy in its day, there’s no denying that it instilled some sense of brand loyalty in the customers who shopped there. After all, they weren’t just ordering pizza–they were ordering “better” pizza.
Self-Identification
Customers enjoy slogans that deeply resonate with who they are as individuals. The greatest slogans feel as though they were tailor-made for the person who hears or reads them. Customers think, “Wow, this company really gets me.”
A perfect example of this is Wal-Mart’s slogan, “Save Money, Live Better.” The people working at Wal-Mart understand that the people shopping there are interested in saving money and buying things which improve their lives, and are proud to identify as such.
What Are the Best Catchy Slogans Ever Created?
A lot has changed within the advertising world since Beechum first demonstrated how powerful an effective slogan can be. What hasn’t changed, though, is that great slogans are easy to identify, understand, and remember.
These three factors are the golden ticket to building a strong brand identity, one that customers will never forget. Nail these down, and your slogan will be a real winner.
Need ideas to jumpstart your creativity? Check out our favorite catchy slogans below.
Funny Slogans
Humor is a fantastic way for companies to connect with consumers. According to The Happiness Report, a whopping 91% of people prefer brands to be funny, and 72% would do business with a company that uses humor over its competition.
Here are some of the best funny slogans from over the years:
- “Melts in Your Mouth, Not in Your Hands” — M&Ms
- “Tastes So Good, Cats Ask for It By Name” — Meow Mix
- “EAT MOR CHIKIN” — Chick-fil-A
Emotive Slogans
Evoking emotional responses from consumers is another way companies create connections. A few emotive slogans that stand out are:
- “A Diamond Is Forever” — De Beers Jewelry
- “Where Families Travel Better Together” — VRBO
- “Because You’re Worth It” — L’Oréal Paris
- “Like a Good Neighbor, State Farm Is There” — State Farm
Creative Slogans
Many consumers appreciate creative slogans. Here are short slogans that still manage to work creativity into the mix:
- “Got Milk?” — California Milk Processor Board
- “Think Outside the Bun” — Taco Bell
- “What’s in Your Wallet?” — Capital One
Descriptive Slogans
Describing what people will get when they invest in particular products is an effective way to convince consumers to buy them. These slogans are solid examples:
- “Eat Fresh” — Subway
- “The Ultimate Driving Machine” — BMW
- “Finger-Lickin’ Good” — Kentucky Fried Chicken
- “Two Great Tastes That Taste Great Together” — Reese’s
- “Taste the Rainbow” — Skittles
Persuasive Slogans
All marketing campaigns aim to persuade people to take action. You might prefer to use a persuasive slogan that appeals to emotions if your product is on the expensive side. For example, such slogans work well for cars and high-end clothing and shoes.
Here are some persuasive slogans that work beautifully:
- “Just Do It” — Nike
- “Taste the Feeling” — Coca-Cola
- “Let’s Go Places” — Toyota
Commanding Slogans
Commanding slogans are more forceful in their wording than persuasive slogans. They tend to work well for companies with a dominant market position; however, you can also use a commanding slogan to boost your brand’s authority in the eyes of consumers.
Examples are:
- “Think Different” — Apple
- “Be All You Can Be” — U.S. Army
- “Have It Your Way” — Burger King
- “Belong Anywhere” — AirBNB
Slogans That Failed — and Why They Weren’t Successful
Not every corporate slogan is a winner. Even when companies spend millions of dollars on new slogans, they don’t always connect with consumers.
These slogans missed the mark:
- “White Is Purity” — Nivea
- “Cheat On Your Girlfriend, Not Your Workout” — Reebok
- “You Can Never Be Too Thin” — Pretzel Thins
These are just a few reasons why these slogans didn’t produce the intended results:
- Misleading
- Insensitive
- Offensive
How Do Cultural Differences Impact the Effectiveness of Slogans?
One of the many challenges companies face when creating slogan examples is coming up with something that works well in any cultural context. Marketing has drastically changed over the past 175 years, and you can’t use obscure cultural references such as “guineas” anymore.
Some memorable phrases might work well in the U.S. but offend those in other countries, such as:
- Pepsi using ”Pepsi Brings You Back To Life” in China, where it translated to “Pepsi Brings Your Ancestors Back From the Grave”
- Kentucky Fried Chicken using “Finger-Lickin’ Good” in China, where it translated to “Eat Your Fingers Off”
- Coors using “Turn It Loose” in Spanish-speaking countries, where it translated to “Suffer From Diarrhea”
Examples From Forbes Top 100 Company Slogans
Is your company searching for inspiration for your next slogan? Look no further than the 2024 list of the Forbes Top 100 global companies.
Here’s a few of our favorites that made the list.
“Let’s Go Places” — Toyota
This slogan says to consumers, “Imagine the places you’ll go when you slip behind the wheel of a Toyota.” It inspires a sense of adventure and a feeling of unlimited possibilities.
“Citi Never Sleeps” — Citi
This slogan tells consumers that Citi will always be there for them, no matter the time of day or night. Consumers love knowing that Citi has their backs.
“Together Tastes Better” — Coca-Cola
This slogan drums up imagery of sipping an ice-cold Coke while hanging out with your friends and family. It’s simple, yet emotionally appealing.
“Be What’s Next” — Microsoft
This slogan brings thoughts of innovation to mind. It appeals to movers and shakers, forward-thinking consumers, and businesses that want to be the next big thing.
“A Better Future for All” — Comcast
This one works because who doesn’t want a better future? It’s positive, and consumers love that energy.
Begin Brainstorming Winning Slogan Examples for Your Company
Now that you’ve seen the top slogan examples from global companies, you may feel inspired to come up with some of your own. Not every slogan will be obvious initially, and remember that brilliance sometimes requires enough time — and the right moment — to come to fruition. Start generating ideas and find other ways you can create effective marketing strategies for your business.
