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Slogans make powerful trademarks

Posted by ipelton on: April 17th, 2012

Great slogans can make an enormous impact. In some cases they are inexorably tied to a brand.

Slogans are powerful because they often convey more meaning and more of a message than a brand name. “Breakfast of champions” conveys a strong, athletic, winning message. “Pardon me, have you any….” tells us that the product is distinguished, for those with fine taste. “Double your pleasure, double your fun” is fun to say and conveys a playful message.

Slogans are protected and may be registered just like any other trademark.

Consider these fantastic slogans:

  • Breakfast of champions (Wheaties)
  • For the if in life (Metlife)
  • Pardon me, have you any Grey Poupon (Grey Poupon)
  • A diamond is forever (DeBeers)
  • You give us 22 minutes, we’ll give you the world (WCBS News)
  • Keeps going and going and going… (Energizer)
  • It takes a licking and keeps on ticking (Timex)
  • There are some things money can’t buy. For everything else, there’s MasterCard (MasterCard)
  • Be all that you can be (U.S. Army)
  • Ace is the place with the helpful hardware man. (Ace hardware)
  • Double your pleasure, double your fun. (Doublemint Gum)
  • The ultimate driving machine (BMW)
  • When it absolutely, positively has to be there overnight (FedEx)
  • The quicker picker-upper (Bounty)
  • Where do you want to go today? (Microsoft)
  • When you care enough to send the very best (Hallmark)
  • Nothing runs like a Deere (John Deere)
  • If it isn’t fresh, it isn’t Legal (Legal Seafood)

You don’t have to be a global multi-million dollar brand to have a great slogan. Consider these that I came across recently:

  • a pizza place” “everything in moderation…. except pizza”
  • a handyman: “we make your oy vey go away!”
  • hot sauce: “one drop does it”
  • New Orleans Jazz & Heritage Festival: “come one, come y’all”
  • a restaurant called Mango Mango’s: “so good you have to say it twice!”

What does your slogan communicate about your brand?

PS – our firm’s slogan is Experience is our Trademark. Trademark is our experience.® 

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