• Skip to main content
  • Skip to footer
  • About Mike
  • Services
    • Keynote Speaker and Presenter
    • Coaching
    • Workshops
    • Online Training Modules
    • Contact
  • Library / E-books
    • The Service Profit Chain
    • The Service Profit Chain – Answers to fundamental questions
    • The Service Profit Chain FAQ
    • GROW Model
    • A good coach might be what you need…
    • Understanding Engagement (ebook)
    • We are all born leaders (ebook)
    • Exploring Leadership (ebook)
    • Action Learning – what is it?
  • Online Training
    • Login
    • The Service Profit Chain
    • Working with others
    • The Team Leaders Toolbox
    • GROW Leadership DK
  • Blog

Mike Hohnen

Pratical Application of The Service Profit Chain

April 30, 2016By Mike Hohnen

Can You Name That Slogan?

“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

Filed Under: Marketing

Footer

The Legal Stuff

Terms & Conditions

Privacy Policy

Copyright © 2022 · Workstation Pro Theme On Genesis Framework · WordPress · Log in