Gotta Have Soul
Thinking of a new slogan? Just be yourself, suggests an annual survey conducted by Atlanta-based marketing-consulting firm Emergence. In a recent article in BusinessWeek, David Kiley notes that only 1% of those surveyed correctly identified the slogans for Miller, Kmart, and Buick, brands that have strayed from their roots, and have attempted to adapt to fads of the day. [What's your Slogan IQ? -- take the BusinessWeek quiz]. Says David Droga at French ad agency Publicis: slogans work when they reflect "not only the soul of the brand, but the company itself and its reason for being in business." Not a bad place to start, if you're a good seed.