Advertising slogans or taglines are short slogans that add a description of a brand or product or create an association with the brand.  They are one of four types (see types of slogans) and seem to be most effective if they describe one key attribute of the brand or product.

So if you want to create an effective advertising slogan, the first step is to identify the key attribute of the product – what to people think of or what do you want them to think of when they hear the advertising slogan.

Then think of how that key one thing can be expressed in the four different ways that slogans are used:

-          describe the product (descriptive slogan) “The pause that refreshes”

-          exaggerate the products characteristics to make a point (superlative slogan) “Like a rock”

-          command the audience to some action (imperative slogan) “Just do it” or “Don’t leave home without it”

-          make a statement or ask a question that gets people thinking (provocative slogan) “Greatness is the prize”

Try out all four ways of describing or drawing attention to the one key aspect of your brand.  After a few (or maybe more than a few) tries, one will stick and you will have a catchy advertising slogan.