A carefully crafted business slogan speaks volumes of its brand values and promises, successfully.

The full version of this slogan is actually quite long: “There are some things money can’t buy. For everything else, there’s MasterCard.”

Check out this commercial, which is one of MasterCard’s “Priceless” series:

This is an example of a really effective slogan, not just because it’s simply worded, easy to remember and the brand is actually mentioned within the line. This slogan happens to be the kind that touches the core of your heart, making you feel a little sentimental for a while. After you wave off those “silly sentimental thoughts”, you are glad to have that little piece of plastic to take care of everything else with a single swipe. Surprisingly, this MasterCard slogan did not make it to the Advertising Slogan Hall of Fame. The Hall of Fame, launched in 2000, was organized by a panel of experts who identifies the best and most effective slogans.

I’m also surprised at MasterCard’s choice of new corporate logo and a new slogan, “The Heart of Commerce” in 2006. Sure, payments are indeed at the very heart of commerce. In fact, these few words were also used by it’s arch rival, VISA, in its online brochure. In short, the new slogan says “MasterCard is payments”. I don’t know about you but this new slogan doesn’t go down well with me. Wonder if MasterCard will emulate Burger King who abandoned it’s 1976 slogan, Have It Your Way, and then had it resurrected after some 30-odd years.

Check out more slogans filed under “Famous Business Slogans” category. Learn from these world renowned establishments and see how you can create your own personal or corporate persona. Alternatively, I’m just an email away.

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