Inflikt

Brand management schemes and strategies entail hard work. But perhaps nothing could be harder for those involved in advertising, what with their tasks ranging from creating and visualizing the perfect tagline and image that goes along with it to sending the whole package to persuade consumers theirs is the right brand. Creativity in this department is a must. Flexibility is also a plus. All advertisers dread the day when they will run out of good ideas to put on the billboard or to air on national television.

But what really makes an advertisement click? Is there a certain chemical formula advertising professionals must concoct so their brand will reach an elevated status in their target markets?

The advertising slogan is conceivably the first line of words any advertiser wants a consumer to read. That said, it is quite apparent and a requisite that in every billboard or newspaper ad, the slogan should be emblazoned in large print. Why so? Advertising practitioners and researchers have concluded that advertising slogans have positive effects on their brands.

Preferably, a slogan should include the brand name. Examples include “Gillette. The Best a Man Can Get,” for the Gillette brand of razors and Wike Farms Cheese’s “You’ll Wike it Too.” An advertising slogan is designed to direct consumers’ attention to a certain brand and with its wise and witty lines, make the brand memorable. On the other hand, other companies never mention their brand name but rely on public recognition to associate their product with the tagline. Nike only includes their trademark swoosh logo in their advertisement, tagged with the now popular “Just Do It” line.

There are other things to consider when making a slogan that would differentiate a brand from the others. But all in all, it’s just a matter of simplicity, originality, and recall.

Read Manta’s profile on Cemex California.

A conversation with Gilberto Perez, President of Cemex California.

Read more about Cemex California at the Brand Managing website.