Slogans of the Century

Following on from my last posting, a strong slogan can help strengthen a brand's positioning and presence in the mind of consumers. In fact the word 'slogan' derives from the Gaelic word sluagh-ghairm (pronounced slua-gherum) meaning 'battle cry'.

In line with the above, I discovered an Adage poll of the top 10 brand slogans of the century that puts De Beers 'Diamonds are forever' introduced in 1947 at No1.

The Top 10 list is as follows:

1) Diamonds are forever - De Beers
2) Just do it - Nike
3) The pause that refreshes - Coca Cola
4) Tastes great, less filling - Miller Lite
5) We try harder - Avis
6) Good to the last drop - Maxwell House
7) Breakfast of champions - Wheaties
8) Does she...or doesn't she? - Clairol
9) When it rains it pours - Morton Salt
10) Where's the beef - Wendy's

Some of these are surprising from a UK perspective which makes me think the audience polled was most probably from the States.

Within the UK you'd definately expect to see Tescos 'Every little helps'. What makes this slogan extremely powerful is the fact it acts as a brand promise in highlighting the company's ethos and alignment of efforts to deliver against this. And especially given the current credit crunch times we are now embroiled in it provides a timely and pertinent reminder of Tesco's focus to deliver consumer value.

Now, lets hear it for your personal favourite...