Back in 2009 I found a way of assessing how good an advertising slogan is against ten criteria. It’s a system from
http://www.adslogans.co.uk/pages/slogananalysis.html called Sloganalysis®
An advertising slogan may be your USP or Irresistible Offer in its entirety or it can b a touchstone that expresses one of more core elements of your brand that you believe are important to customers.
>>> What Is A USP?
The 10 Elements In Sloganalysis®
- It’s memorable
- It recalls the brand name
- It includes a key benefit
- It differentiates the brand
- It reflects the brand personality
- It’s believable
- It’s strategic
- It’s competitive
- It’s original
- It’s not in current use by others
This is demanding.
The idea is that you grade you slogan – agree, neutral or disagree – against the ten statements and see how your overall rating looks.
If you’re interested in slogans, there is an updated website – http://www.adslogans.co.uk
“AdSlogans is a unique global resource for advertisers and ad agencies, comprising many thousands of English-language commercial advertising slogans, business, company, product or brand marketing slogans, taglines, claims, straplines, theme lines, endlines, payoffs, signatures, base lines, slogos (the slogan by the logo) and catchphrases.”
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