The power of a slogan By TONY BELL Special to The State Advertisers learned long ago that products and companies need slogans. It's a lesson managers could learn, too. In a world of unstable values and unclear trumpet calls, managers need to master the art of the slogan. You may be like some of our clients who, until they grasp its potential impact, react to the negative connotation of a slogan. In a world where the fight for credibility has become tougher than ever, a good slogan, one that is honest and genuine, may be just what you need.
Few managers think of themselves as advertisers and public relations agents.
But that's what they are, selling their message, values and direction. The slogan becomes an extension of their vision. It's the ubiquitous billboard, the radio jingle and the TV ad that keep plugging away at the message. Your job is not only to create a vision, it is also to sell it, and to sell it, you need a slogan that encapsulates the essence of your direction. It doesn't have to be particularly original, though the more creatively expressed, the easier it is to remember.