What is the most lucrative way to market a new slogan?

min read
Opinions expressed by Entrepreneur contributors are their own.
A slogan should be developed based on understanding the benefit most desired by the target audience for a particular product or service. So creating a slogan and then trying to find a company to fit it is working backwards. Most companies that market through the media have agencies or creative teams in place to develop their core messaging, and I've never seen them buy a slogan from an outside entity not involved with creative development for them.

More from Entrepreneur

Get heaping discounts to books you love delivered straight to your inbox. We’ll feature a different book each week and share exclusive deals you won’t find anywhere else.
Jumpstart Your Business. Entrepreneur Insider is your all-access pass to the skills, experts, and network you need to get your business off the ground—or take it to the next level.
Create your business plan in half the time with twice the impact using Entrepreneur's BIZ PLANNING PLUS powered by LivePlan. Try risk free for 60 days.

Latest on Entrepreneur