Week 6 - Creative Thinking - Product Slogans

Creative Branding

Discussion:  What is the purpose of a product slogan?


Exercise #1: Complete the Timeless Slogan Quiz on Moodle


Exercise #2: Post your three favourite slogans to your blog and answer the following questions for each:

• What do you like about the slogan?
• Is it easy to remember? If so, why?
• Is there something clever about it? If so, what?
• Does it highlight something positive about the product/company?  If so, what?

Group Exercise: Create a brand name and slogan for the following products:

1. Luxurious Car
2. Children's Tennis Racquet
3. Baby Pram

Discussion: What information do you need to know to create an effective brand?

Choose one of the three products from the group exercise and research the following:

• List the name of 3 competitor's products
• List who your target audience is and what are their characteristics (age, gender, likes, dislikes etc)

Is your slogan timeless?

Resource: Ted Curtin: 3 Key Steps to a Successful Slogan

"Here are the three things that you need to ask yourself to assess the value and strength of your slogan:

1. Is Your Slogan Simple? To be effective it must be easy to remember. It's even better if you can achieve clever and catchy, but direct and succinct can be just as effective as long as it is memorable.

2. Is Your Slogan Thoughtful? Does it have an underlying meaning that evokes an emotion through a clever play on words or literary symbolism? Does it go beyond mere redundancy of the actual brand or company name? Simple gets them the attention, but thoughtfully clever can hold them there.

3. Is Your Slogan Powerful? In the end, unless your slogan can impact consumers, you’ve missed the point. It needs to highlight the benefit of your product or service with a timeless message."