Bill Nelson

We have all seen them.

We have all read them.

Chances are we know a lot of them off the top of our heads.

Slogans that is, advertising slogans, tag lines to be precise. Remember these:

• Don't leave home without it - American Express
• Finger lickin' good - Kentucky Fried Chicken
• We try harder - Avis Car Rental
• The ultimate driving machine - BMW
• The best a man can get - Gillette
• Go well, go shell - Shell Oil
• Let your fingers do the walking - Yellow pages
• Just Do It - Nike
• Because I am worth it - Loreal

There are hundreds, if not thousands of them. Each one crafted for a particular product. Each one designed to have our memory instantaneously recall a particular brand or product and therefore, leave a long lasting imprint in our minds and in the process hopefully, influence our spending habits.

That's the thing with advertising slogans. Get it right and a memorable, incredibly powerful message, recognition and result is created. Get it wrong and either nothing happens or the consumer is lost or confused. Neither one being the desired result.

But the examples above have stood the test of time, scrutiny and competition and have prevailed above all else. Some have been that good that they have shaped the advertising of most other products they compete against. Their slogan and branding campaigns have been that good that others have had to change their approach, their branding and their identity or risk being left behind.

But here is the thing, although some of these tag lines have been a work in motion and have been developed and refined over time, what you see with the great ones is pretty close to what they started out with. There was time, effort, thought and evaluation thoroughly invested upfront.

There was no, near enough is good enough, type attitude. There was no, we will put it out there and see what happens approach. This was the mindset of, we have one chance to make first and long lasting impression, let's get it right.

Because as bad as ordinary tag lines might be, it is sometimes even worse to be changing the slogan over and over again.

But once again, the question has got to be asked. What has advertising slogans got to do with you?

Great question, even if I do say so myself.

I want you to think and ponder what we have outlined today in this way. If you were going to look at yourself as brand, as a commodity, a product in demand if you will, what slogan would you use to outline who you are, what you are about and what it is you stand for?

What would be your sentence?

The Journey Continues!