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Who said that? Buyers don’t recognize some slogans

“Here’s a corporate slogan that Madison Avenue doesn’t want its clients to see: Slogans are losers.

At least, many are, according to a not-yet-released consumer survey by brand consultancy Emergence.

Among tag lines for 22 of the nation’s biggest marketers, only six were recognized by more than 10% of those surveyed.” From USA Today. Found through MarketingWonk.

Note, however, that the study focuses on huge consumer brands that use often vague slogans across a broad array of media. A strong slogan on a website or document still can effectively orient people to a product, company, and benefits. People respond in context but don’t need to memorize the slogan for it to be effective.

URLs:

http://www.usatoday.com/money/advertising/2003-09-30-slogans_x.htm
http://www.marketingwonk.com/archives/2003/10/01/new_study_says_taglines_are_useless/

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This entry was posted on Friday, October 3rd, 2003 at 12:20 pm and is filed under Business, Headlines, Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.