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Writing a Slogan

When it comes to making your mark, finding the right catch phrase is half the battle.

This story appears in the July 2001 issue of Entrepreneur. Subscribe »

Finish the following phrase: "You're in good hands with..." If you immediately recognized this motto as belonging to Allstate Insurance, then all the marketing muscle and millions of dollars the company has invested in the slogan are paying off by firmly establishing its brand name. Now try to identify the company that uses this phrase: "It's everywhere you want to be." Did you instantly think of Visa, or did you wonder for a second whether that slogan might belong to MasterCard?

To win the name game in the marketing world, you must make sure your prospects and customers do more than remember hearing your slogan-they have to associate it with your brand name, not your competitor's. To make sure your slogan or tag line hits home, follow these four tips:

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