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?
I was shocked to read the other day that KFC, the fast food giant that used to be known as Kentucky Fried Chicken is to change its slogan from “Finger Lickin’ Good” which is distinctive to “So Good” which is bland and boring.
Even worse, So Good can apply to anything and could be used by anybody.
It doesn’t convey any kind of interesting message at all.
According to KFC, this is a good thing as it can move attention away from the food (mmm) to new areas like their staff. Evidently “finger lickin’ good” is too food-centric according to Martin Shuker, chief executive of KFC UK and Ireland.
The master-plan is to reposition KFC as offering healthier food options.
It’s good that the food is getting better for you as it is scandalous how bad a lot of food is but at least fried chicken and chips never made any health related claims.
The old KFC’s catchphrase came about by accident in the 1950s when a US TV advert showed franchisee David Harman licking his fingers after eating some chicken.
A viewer phoned to complain and manager Ken Harbough, justified the action by saying ‘Well it’s finger lickin’ good.
What do you think?
Is KFC making a mistake replacing “finger lickin’ good” with “so good”?
And if change is needed, can you think of a better, more appropriate slogan?
I was a consultant, small business coach and advisor based in Birmingham, with over 35 years business experience, including more than 20 years as self employed.
My main business qualifications are:
– Chartered Accountant
– MBA
– Certified Guerilla Marketing Coach
My main interests are in helping business owners who are stuck get unstuck by thinking more clearly about their issues and possible solutions.
I no longer provide professional business coaching but I will be sharing more ideas on my blog and will continue my popular business book reviews.
I can be contacted by email at Paul@BusinessDevelopmentAdvice.com
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