The Science of Slogans
What makes a good advertising slogan? The Atlantic looks at how some slogans stay with us for decades while others flounder. It’s not always a matter of crowing about the quality of the product.
In the 1980s, British Rail tried to convince potential passengers that they were making significant improvements to their service with the slogan, “We are getting there.” Passenger experience suggested otherwise, and the much-ridiculed slogan proved short-lived. Ford’s “Quality is Job 1″ met a similar demise around the same time. There is nothing wrong with slogans acknowledging weakness and being aspirational, but they do have to pass the test of experience. Avis’ current slogan, “We try harder,” was originally coined in 1962, as “We’re No. 2. We Try Harder.” Positive customer experience ratified the claim and helped Avis achieve significant sales growth.