“CRUMBLE INTO DUST.” Soft-drink, fast-food, and beer brands rely heavily on advertising to shift market share and drive traffic to stores. Yet Wendy’s (WEN ) scored zero recognition after more than two years of advertising “It’s Better Here.” Coke’s (KO ) 18-month-old “Real” effort scored just 5%. On the other hand, McDonald’s (MCD ), which launched “I’m Lovin’ It” in early 2003, scored a better than respectable 33%.
What separates a good ad slogan from a poor one? David Droga, worldwide executive creative director for French ad agency Publicis, says slogans work best when they reflect “not only the soul of the brand, but the company itself and its reason for being in business.” Contemporary catch-phrases, he says, “just crumble into dust.”
https://www.businessweek.com/bwdaily/dnflash/oct2004/nf20041014_4965_db035.htm