I agree the preparation is very important. In fact, it is key. That’s not just true when you are creating slogans.

I can see that slogan research can be tricky. Personally, I’m just a copywriter and haven’t done any slogan work.

Good read!

I do some marketing work myself, and while I can’t claim to have written a slogan that’s lasted 100 years (how would I know!?) I did make an ad for a company that they’ve used successfully now for more than 10 years without a major change.

I helped them focus their attention on the one unique characteristic that makes them different from their competition and find a compelling way to communicate that difference with a simple graphic and a slogan. The whole exercise took less than an hour. (I should have spent weeks on it. I could have charged a lot more!)

Love your blog!