Most folks in the branding game will judge a proposed slogan or tag line by a defined set of objectives. In my day, I started with strategy. If a slogan did not communicate the brand’s strategic intent, it was a non-starter. But the assessment didn’t end with strategy. Also important: clever creative, brand image consistency, and the ability of the slogan to weather the cruel test of time. Ironically, a great slogan’s constraint to longevity can be the boredom of the marketer. Marketers like change, but often they make change for change’s sake.
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