to add the emotional frosting to the positioning cake. As a matter of fact, they're rarely called "slogans" anymore. Memorable slogans are usually long.
Im 52, but Im a dog People say they love my self-confident attitude. This can work to some degree when a brand is strong. It's a broader, more-inclusive slogan.
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The emotional side of the brain as opposed to the left side, the logical, analytical side. Owning a word can take many words. When Abraham Lincoln was asked how long a man's legs should be in proportion to his body, he replied, "They ought be long enough to reach the ground." How long should a slogan be? They just wont write you, and thats the problem. Most of the slogans people remember are relatively long. Ace Hardware: "Ace is the place with the helpful hardware man." (9 words). And the FedEx clerk on the other end of line calmly says, "We understand." The words have meaning, but there's no emotion in the concept of "understanding.". Always." The new slogan tells consumers what they can do with the money they save by shopping at Walmart. Sometimes only a limited number of letters gets posted on a search.
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