Famous Slogan 50: Outwit. Outplay. Outlast.

There can only be one “Ultimate Survivor” to bring home USD1 million; but I felt everyone of the 18 players are winners in their own rights. They have beaten some 50,000 applicants to enter the reality contest.  That is no mean feat as the producers only short-listed 800 candidates from the 50,000 hopefuls to go through a series of interviews, psychological test and background checks. Those who were physically and mentally fit made it in, plus those whom the producers thought would be “interesting” for the viewers also got selected. After all, this is a show that garners millions of viewers and millions of advertising dollars.

Until “Outwit. Outplay. Outlast” comes along, “OOO” just mean “Out Of Office” to me. I like this slogan, and so do many others out there. This is evident when I heard my client use it in a boardroom meeting to encourage his demoralized staff against tough competition put up by it’s closest rival. This is even more apparent when training/seminars ads borrow the words. When people start to borrow and adapt a slogan, and use it in everyday life, these slogans have successfully made it into the hall of fame. Some great examples are “Diamonds are Forever”, “Don’t leave home without it“, “Just do it”, and many more.

What do I like about the “Outwit. Outplay. Outlast” slogan? Here’s my 10 good reasons …

1. It is short, just 3 words.

2. All the 3 words begin with an “O”.

3. All the 3 words comprise “Out”

4. The words rhyme

5. It is simple to read.

6. It is easy to remember.

7. It is easy to write.

8. It encapsulates the competitiveness of the show, as well as the entertainment values.

9. It contains a universal message that resonates with most people

10. “OOO” has a new meaning other than “Out Of Office”.

I believe Reason #9 is the one that made it so popular and memorable. No matter who you are and where you are, you are always in a competition. Sometimes, you compete with yourself but the rest of the time, you are competing against other people and elements. We are competitors, forever competing against time, physique, youth, health, poverty and the circumstances we were born in or live in. Some people are resigned to living a hard life, they simply toil along, quite contented that they are survivors. Stanley Bronstein said it for me when he said “Don’t just survive, thrive” in his new book “Achievement IQ Moments”, which will be published in October 2008.  I have full intention to “Outwit. Outplay. Outlast” all the obstacles blocking my happiness, health and wealth. I will be the “Ultimate Survivor” in my life.

So will you. So are you.

Famous Slogan 49: “One World One Dream” for 2008 Beijing Olympics

Unveil of Beijing Olympics slogan

Regardless if it’s politically, economically or socially, China is a world that many countries in the west – and even some in the east – cannot understand. Lack of understanding unfortunately creates lots of suspicion, tension and wariness in relationships, country to country, man to man.

It was the intention of the Chinese government to bridge such a gap and hopefully unite the world in the Beijing Olympic Game. This aspiration gave birth to the new slogan, “One World, One Dream”, which replaced the previous one, “New Beijing, Great Olympics” that Beijing used to campaign for the city’s bid for the Game

According to the Beijing Organizing Committee for the 2008 Olympic Games (BOCOG), “One World, One Dream” was picked from more than 210,000 entries received from around the world. It had launched a global search for a slogan since January 2005. The winning choice was painstakingly selected after experts from the sociology, sports, culture and language fields had gone through several rounds of reviews, analysis and short-listing. The slogan was selected because it had fulfilled the criteria of harmonious relationship between man and nature. Naturally, this is a simplistic interpretation.

The slogan was unveiled in Beijing’s Workers’ Gymnasium on 26 June 2005 and the official interpretation of the slogan is appended below: Continue reading “Famous Slogan 49: “One World One Dream” for 2008 Beijing Olympics”

Business Slogan 48: Inspired by Babies

A carefully crafted business slogan speaks volumes of it’s brand value and promise, successfully.

In many parts of the world, the word synonymous with diapers would be Pampers, just like Kleenex is tissue paper and Zerox is copying machine.

I thought this slogan was clever. By claiming that Pampers is “inspired”, Pampers is not taking any credit for it’s superior products. Pampers did not brag about it’s team of professionals (that is, adults) who researched and worked long and hard hours to develop a superior product. Instead, Pampers returned the glory to it’s little clients. Pampers didn’t say the product is made by a baby but as a parent, you believe you heard that Pampers is guided by the babies to come out with this fabulous diaper. Only a user can churn out a good product for another user, who has the same needs, wants and wishes. So, Pampers scored high points in its psychological appeal.

Now, the real story of how the Pampers Diaper come about:

Pampers diaper was first introduced to the world in 1961. They were the creation of Vic Mills who worked for Procter and Gamble. He was looking for an easier way to diaper his grandchildren. He thought it was a mess to use cloth diapers and it occurred to him that the pulp mill owned by Procter and Gamble might produce a clean, absorbent paper that just might work for a disposable diaper. Well, the rest like they say, is history.

Check out this 2006 TVC from Pampers during the Christmas season. Again, it tugs at viewers’ hearts by focusing on a child’s innocence..

Other interesting slogans used by Pampers include:
– We’re Right Behind You. Every Step of the Way.
– Give your baby something you never had as a baby. A drier bottom

Check out more such 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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Business Slogan 47: If You’ve Got the Time, We’ve Got the Beer.

People will remember “It’s Miller Time” as it is one of the more memorable beer slogans of all times. However, I reckon that “If you’ve got the time, we’ve got the beer” is worth a special mention. This 1971 slogan revolutionize how a beer campaign can work.

Miller Ad, 1971

During the 1950s and 1960s, the average Joes thought that all beers were made from basically the same stuff, under essentially the same brewing processes and cost almost the same. The only distinction is the taste. So you can imagine all the advertising guys focused on the importance of flavour. Naturally, “how good the beer tasted” formed the foundation of all creatives and copy for virtually all the beers.

Miller Beer changed all that in January 1971. Beer distributors from around the country attended the Miller Brewing Co.’s national sales meeting at Boca Raton, FL. The highlight was Miller’s launch of a nationwide advertising campaign revolving around the new slogan, “If you’ve got the time, we’ve got the beer.” With this slogan and the advertising campaign, a new lease of life was given to the stale beer advertising scene.

The new advertisements still depicted tough and rugged macho guys (the typical Joe-Six Pack) drinking Miller Beer. The difference is these guys are drinking not because they enjoyed its delicate balance of flavors, they are drinking because they deserved a great beer after a hard day work. In essence, it’s Miller Time. For once in the past 20 years, beer advertising focus Continue reading “Business Slogan 47: If You’ve Got the Time, We’ve Got the Beer.”

Business Slogan 46: When you say Budweiser, you’ve said it all

Budweiser has a slogan called “The King of Beers” but somehow beer lovers remember “When you say Budweiser, you’ve said it all” much better. Most probably because of the jingles.

The Budweiser jingle, “When You Say ‘Bud'”, was written by Steve Karmen and it made its debut in 1970.

Part of its lyric inspired “Here Comes the King” (as featured in the above YouTube video) in 1976. The song can be heard on the CD Tee Vee Toons: The Commercials. Its style resembles the famous Coca-Cola jingle “I’d Like to Teach the World to Sing” (also heard on that CD) in that it begins with a lone voice, joined by another singer, and eventually a choral group. The underlying instrumental is imitative of a stereotypical German band. Many of the lines are punctuated at the end by a double drumbeat. Sample:

When you say “Bud”
You’ve said a lot of things nobody else can say

There is no other one
There’s only something less
Because the King of Beers
Is leading all the rest
When you say “Budweiser”
You’ve said it all

Interestingly this commercial was featured in the 1977 Steven Spielberg’s blockbuster, “Close Encounter of the Third Kind”, at the part where the sculptor was making a dirt mountain in his kitchen.

What does this slogan tells us?

  • Writing something simple yet meaningful, will strike a chord and receive higher unaided product recall.
  • Get the line into a catchy jingle that people can listen to. What they hear will be “recorded” in their brain. Hey, I remembered this commercial and it’s jingle from my childhood.
  • Personally, I prefer “When you say Budweiser, you’ve said it all” to the other Budweiser slogans. Having that said, the “WASSSSSUP?!” slogan and campaign is wondrously successful too.

  • Budweiser. True
  • When you say Budweiser, you’ve said it all.
  • For all you do, this Bud’s for you.
  • Where there’s life, there’s Bud.
  • Check out more such 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.

    Source: http://en.wikipedia.org/wiki/Here_Comes_the_King

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    [tags]slogan, business slogan, company slogan, corporate slogan, famous slogan, popular slogan, advertising slogan, brand value, branding, brand, eBay’s slogan, “Budweiser”[/tags]

    Business Slogan 45: I Love New York

    A carefully crafted business slogan speaks volumes of it’s brand values and promises, successfully.

    I Love New York

    Do you know what crisis resulted in this campaign for New York City? Do you know when this slogan was launched? Who wrote it? Who designed it?

    “I Love New York” campaign was launched in 1977. There is a sad, sad story behind this slogan.

    New York City almost collapsed in February 1975 when underwriters withdrew from a $260 million bond issue. 300,000 workers were laid off, schools were closed and New York City started to stink when cleaners went on strike. To restore order and to rebuild the slumbering city, the New York Commerce Commission decided to market New York City as a tourist hot spot so that revenue can be generated. Naturally, they hired an ad agency. Basically, what Wells, Riche and Greene did, is to create an identity for New York City. WRG created the now famous “I Love New York” slogan because of the love and affection the New Yorkers have for the city. 30 years on, it is still going strong since it’s inception in 1977 . Along with the famous slogan is the equally iconic “I Love New York” logo, designed by Milton Glaser, and the official “I love New York” song composed by Steve Karmen. With celebrities like Frank Sinatra, Morgan Fairchild and Yul Brenner helping to promote New York City, the tourists came. Soon, the tourism dollars put the city back to solvency

    Since then, merchandising of “I Love New York” such as T-shirts and coffee mugs are souvenirs tourists love to bring home with. “I Love New York” Broadway Musical is still being played. Of course, the I Love New York logo is a registered trademark of the New York State Department of Economic Development. However, that did not stop many other cities and states to imitate the “I “Heart” … … ” text, font, icon etc.

    WPG Group (now a unit of BDDP Worldwide) handled “I Love New York” until 1991; then it went to McCann-Erickson New York.

    If you have read this post till here, do spare another 5 minutes to take a look at the origin of the “I (Heart) New York” ad campaign written and produced by a New York state high school student, Emily Egan. It is a remarkable video which provided some of the information above.

    Check out more such 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.

    Read Related Post

    7 Famous Business Slogans of 20th century

    [tags]slogan, business slogan, company slogan, corporate slogan, famous slogan, popular slogan, advertising slogan, brand value, branding, brand, eBay’s slogan, “I love New York”[/tags]


    Business Slogan 44: Heineken Refreshes the Parts Other Beers Cannot Reach

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

    Especially one that has been in use for 33 years.

    When Heineken entered the British market in the late 1960s, the brewing industry was targeting manufacturing workers who preferred weak ale. So the Dutch brewer eschewed its normal 5 per cent ABV premium-strength lager and, under a licensing deal with Whitbread, Heineken introduced the weaker Heineken Cold Filtered with an ABV strength of just 3.4 per cent. It was thirst quenching, light and refreshing which taste remarkably different from the traditional ale. Supported by the “Refreshes the parts other beers cannot reach” campaign, it was soon shifting more than 100 million pints a year. By the 1980s, Heineken had become the UK’s best-selling beer, with more than 500 million pints a year being consumed. Well, good things came to an end when the Britons developed a taste for stronger continental lagers. Sales of Heineken Cold Filtered plummeted as the weaker brew was dismissed as cooking lager and, even worse, drinking lager. When Heineken’s contract with Whitbread expired in 2003, it scrapped Cold Filtered and began importing all its beers directly from Amsterdam. Continue reading “Business Slogan 44: Heineken Refreshes the Parts Other Beers Cannot Reach”

    Business Slogan 43: When It Rains, It Pours

    Some of you might not have seen or heard of this slogan but it is well known within the salt industry and the advertising world.

    Morton Salt Print Ad, 1925

    Number 9 in AdAge’s Top 10 Slogan of the 20th Century, this slogan lives on since 1914. That’s 93 years! The only slogan I knew that reigns longer than Morton Salt’s slogan is Maxwell’s “Good to the Last Drop”.

    The famous Morton Umbrella Girl and slogan, “When it rains, it pours”� first appear on the blue package of table salt and in a series of Good Housekeeping magazine advertisements. The slogan is adapted from an old proverb, “It never rains but it pours”. The official website of Morton Salt said:

    In 1911, Morton’s first advertising campaign for a series of ads in Good Housekeeping created the idea for the girl and her slogan, “When it Rains it Pours.”

    One of the concepts presented to Morton was an image of Continue reading “Business Slogan 43: When It Rains, It Pours”