You may not know who Barry Becher and Edward Valenti are by name, but chances are you know their marketing campaigns. The brains behind Ginsu knife's "But Wait, There's More" and other slogans that have worked their way into our lexicon spell out some secrets to their success in their book, The Wisdom of Ginsu. Here, three marketing experts give their takes on the best slogans past and present, with clues to help you find a timeless message of your own.
Peter Koeppel, President of Koeppel Direct,
a specialist in direct-response media buying in Dallas
Past: "Breakfast of Champions," Wheaties
Why: The people on the box were always those you aspired to
be. Parents who wanted their children to be champions bought the
cereal.
Present: "The Ultimate Driving Machine," BMW
Why: It's bold. It's catchy. They can back up the
claim.
Kelly O'Keefe, President of O'Keefe Brands in
Richmond, Virginia; founder, "Annual Slogan Survey,"
which measures customer retention of various slogans
Past: "You're in Good Hands," Allstate
Why: This slogan has an 87 percent recognition level and has
been used for more than 30 years. Many slogans last a year or two,
but a good one needs time to catch on.
Present: "It's That Easy," Staples
Why: Staples is adding services that make it easier for the
customer at every stage. Building recognition and connecting it
with behavior is a winner.
Dana Farbo, CEO, Creative
Priority, a marketing communications agency in New York
City
Past: "When It Rains, It Pours," Morton Salt
Why: While the phrase was nothing new, Morton's use was
relevant because of the tendency of salt to clump--it made it
ubiquitous in everyday language.
Present: "Impossible Is Nothing," Adidas
Why: Rather than put athletes on a pedestal, Adidas
humanizes them through the challenges they face--and
overcome--every day.
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This article was originally published in the December 2005 print edition of Entrepreneur with the headline: #1 Source of Brand.
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