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Posts Tagged ‘slogans’

Great slogans are everywhere.

Even an industrial packaging company that makes products like basket liners, freezer paper rolls, and the like can have a catchy slogan that conveys an important message to its customers.

McNairn Packaging uses the slogan Wrapping Our Idea’s Around Yours. The slogan is a play on words. It tells consumers they are in the “wrapping” or packaging industry, and that they work with their customers to make their customers products and services even better. Really, what better message could a business convey?

I stumbled across this slogan on a box of hamburger separating paper on a counter in a restaurant. Great slogans are indeed everywhere.

McNairn photo

Bonus: McNairn wisely registered the slogan for more protection to enhance its strength and value!

USPTO Reg. No .3469703

I recently created and launched a new slogan. MAKING TRADEMARKS BLOOM SINCE 1999™. [Wordpress has a ™ symbol character available and a ®, but not one for ‘SM’] 

This slogan does not replace an old one. Our other slogan – Experience is our trademark. Trademark is our experience. – gets rave reviews and it on business cards, letterhead, website, etc. 

So why a new slogan? I recently decided to created some promotional products to share with clients, prospects, and other trademark attorneys. Then I found a great product, one that I thought would likely be unique in the field of trademarks: flower seeds.

So I ordered some custom seed backs with our firm logo, contact information and my photo. And I wanted to add something about being in business since 1999. And it hit me: Making trademarks bloom since 1999.

Here are the steps I took in creating, launching and protecting our new slogan:

- We decided that adding a slogan to some marketing materials – specifically the promotional seed packets – which communicated something about our service for more than a decade would be a nice addition to the materials.

- I quickly brainstormed possible slogan ideas that touched on the message. Ultimately, I settled on the slogan making trademarks bloom since 1999.SM   The slogan excited me because it capture growth, energy, positive feelings, and more than a decade of history. And it tied in perfectly with the seed packets.

-  I searched to make sure no one was using a similar slogan in our field, and we searched the USPTO trademark records to make sure no one had registered or filed for anything similar.

- I made sure to use proper trademark notice as we began using the slogan – using ‘SM’ on the right should and bold or italics when using it amidst other text to make it stand out. The seed packet maker did not have the capability to but the SM on the packaging, so I have to make sure to use the ‘SM’ when possible in print and online.

- I filed to register the slogan with the USPTO and received application Serial No. 85625428.

Related post:

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.®