2. Tips on slogan creation
When you have to analyze/consider the competences of an advertising agency you can start from the efficiency of a slogan. Firstly you should not forget the purpose for which that slogan is created and then the following:
• Must be memorable;
• Must acclaim the brands name;
• Must be original;
• Must be credible;
• Must not be complicated or clumsy…
Obviously there are some other 20 criteria to follow, but how about some slogans like: Yellow Pages – “You are in Yellow Pages, therefore you exist!”, Ikea – “Feel like home!”, IBM – “Think!”, Nike – “Just do it!”? Have you ever wondered how much earned the beneficiaries of these slogans?