By Eric Folgate
Whether we like it or not, marketing slogans are embedded into our mind and our culture. The purpose of the slogan is to identify the company with something positive and get it stuck in your head forever. I am positive that more people could answer the question, “What company uses the slogan ‘I’m lovin’ it’ “, than they could answer the question, “Who is the current Speaker of the House of Representatives?“. C-SPAN doesn’t have a catchy slogan for their coverage of the House of Representatives, but McDonald’s has a marketing campaign that you’ll never forget. That’s their goal, whether you like it or not. It would be your goal as a business owner, wouldn’t it?
So, what’s in a slogan? Are slogans a reaction to how our culture thinks, or do they strive to create a cultural reaction to a product or brand?
McDonald’s Slogans
“You Deserve A Break Today” - Mcdonald’s is notorious for singling out the individual. McDonald’s plays on our sense of entitlement in this slogan. Younger target markets often react well to thinking they “deserve” something like a Big Mac. This slogan has been recycled three different times by McDonald’s. They first used it from 1971 - 1975, then 1980 - 1983, and finally 1988 - 1990. I thought it was very interesting that McDonald’s has used this slogan at three different time periods. Was it because of the success of the slogan, the cultural attitude at the time, or pure experimentation?
“What You Want Is What You Get”. This was used from 1992 to 1995. Again, notice that McDonald’s is targeting YOU. If you want it, you DESERVE to get it. McDonald’s wants you to make an impulsive decision, because if you think too long about making the decision to buy fast food, you might pass it up. We inherently know that fast food isn’t the best nutritional option for our body, and that’s why McDonald’s wants us to make an impulsive decision.
“We love to see you smile” and “Put a smile on” - McDonald’s wants you to feel happy about eating their food. Smiles are worth a thousand words, and McDonald’s knows it.
“I’m lovin’ it” - One of the few slogans from a large corporation that uses the first person voice. McDonald’s switched from questions using the second person voice to a bold first person statement. This slogan invokes confidence, swagger, and an appeal to a younger generation by using a slang version of the word “loving”. “I’m loving it”, sounds like something your grandma would say. “I’m lovin’ it” is hip, and it appeals to a wider audience. It’s a proclamation, rather than a question to ask yourself. This is an obvious reaction to a bolder, more confident younger generation that embraces individualism and making their own decisions.
Coca-Cola Slogans
“Coca-cola is a delightful, palatable, healthful beverage” - Can you guess what year this slogan was used? It was 1904. I can only assume that education was much better in 1904, because few people today would even know the definition of palatable. And I don’t think Coca-Cola would try to make the case that it’s healthful in light of what we now know about soda and the amount of sugar it contains.
“Have a Coke and a Smile” - This is one of the most famous Coca-Cola slogans, and again, we see the use of the word smile. Junk food is all about comfort and marketers know it. They want you to feel good about drinking a coke. They want you to think it will put you in a good mood. Your life will be better if you drink coke!
The interesting difference between Coca-Cola slogans and McDonald’s slogans is their marketing goal. We saw that McDonald’s loves to address a specific consumer, whereas Coca-Cola focuses more on broad, general statements. McDonald’s slogans are a call to action or thought, and Coca-cola slogans are bold, self-indulgent statements like “Always Coca-Cola” and “Can’t Beat The Real Thing”. Probably the most famous call to action slogan is Nike’s “Just Do It”. Nike’s focus on sports apparel makes their motivational slogan perfect for their marketing goals.
So what do you want your slogan or tagline to say? Who do you want to target in your slogan? Will your slogan start a cultural trend or follow a cultural trend? As a small business owner, your slogan or tagline should flow with your marketing goals. If your marketing goal is to brand yourself as a trustworthy service agent, then focus on something that forces consumers to trust you. All State’s slogan “You’re In Good Hands” is a great example of prompting consumers to trust them. Your slogan should be focused on your target audience. What are you trying to say to them? Make it unforgettable. If you do, you’ll make strides in your market branding campaign.
About the author: Erik Folgate is an interactive and social media marketer in Orlando, Florida. He writes about social media, technology, small business, and entrepreneurship at his self-titled blog.
Read More & View Comments
Posted by Marcelle Turner on Oct. 02, 2009
Hmmmm… should I give you my forgiveness for misspelling “forgivness”?
Posted by Albert V on 09/30/2009 03:16 PM