MMC 2604 Lecture Notes - Lecture 22: Rice Krispies, Morton Salt, Catchphrase
4 Dec 2018
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What is a slogan: a slogan is a catchphrase or small group of words that are combined in a special way to identify a product , a mini mission statement (exam) What makes a great slogan: it"s memorable, it includes a key bene t, it di erentiates the brand, it imparts positive feelings about the brand. Slogans on exam: when it rains it pours. Rice krispies, 1933: a diamond is forever. Debeers, 1948: because you"re worth it. L"oreal, 1971: reach out and touch someone. Long-distance telephone service at&t, 1979: be all you can be. Us army, 1981: taste the rainbow. Skittles, 1984: maybe she"s born with it. What is a logo: a symbol or other design adopted by an organization to identify its products. What makes a logo great? (exam: it"s simple, it"s authentic, it"s aligned to your brand promise, it"s focused on the audience, not you, it"s designed for the long-term, it works across applications (wearables, business cards, etc)
