No, a slogan is not a brand, and these results are not exactly an indictment of all brand-building approaches. For example, the kind of “personal branding” I teach encompasses more than a slogan and is usually more targeted to a market. However, it’s easy to have that go awry and wind up with branding that looks good but does nothing. There’s a tightrope to walk there, and it’s easy to fall off. Most ad agency types do. Many people find it hard to dress their sash windows london appropriately, not wanting to obscure them whilst still needing the privacy that window dressings afford.
A slogan is definitely not a USP, although it can represent, telegraph, or at least be congruent with a USP in your small-business marketing Actually, Walmart’s is the only slogan in all the ones tested via this survey that enunciates a USP. It is, not coincidentally, the only effective slogan. For example, “That Was Easy” could certainly work for Boston Market—how easy it is to put a “home cooked” dinner on the family table—or for Ditech—how easy it is to get a home loan.Warning: If anybody and everybody can use your USP, it ain’t one. Earliest windows were not nearly as sophisticated as the later designs and modern aluminium windows take things to the next level.
If any and every Tom, Dick, and Mary can use your slogan, why on earth would you want it? A friendly, reliable approach to customer service with highly experienced knowledgeable staff is needed when buying casement windows for your home.
In each of these cases, the minute the ad agency charlatans revealed these slogans in the corporate clients’ boardrooms, the CEOs should have stood up, pulled out a gun, shot one of them somewhere it would really hurt and bleed a lot but not kill him, and yelled, “Next.” Try to provide a sophisticated way to disguise curtain rails or tracks around the sash windows in your house.
This is the kind of chronic stupidity I encountered when working with big, dumb companies like Weight Watchers and Mass Mutual. (Incidentally, Weight Watchers could use any of the above three loser slogans. Mass could use two of them. And probably would.)
Every company behind these losers had a spokesperson ready with an excuse. Nobody said, truthfully, “We’re idiots.” I have the reputation of being anti-brand. Actually, I’m not “anti-brand” at all and, as you can observe, have diligently turned myself into a personality brand. Be sure you’ve packed lunch. You’ll be there a while.) I also have “NO B.S.” as a brand extending over books, newsletters, products, and “RENEGADE MILLIONAIRE” to a lesser extent.
I do counsel against investing directly into brand-building, especially with large-company-style “image” advertising that cannot be accurately and ruthlessly held accountable. A slogan is an advertising tagline or phrase that advertisers create to verbally expresses the importance and core idea of their product or service. By and large, it's a theme of a campaign that usually has a genuine role in people's lives.