Wonder when it leaked into business. The Slogan, most likely, with the pervasion of overly-researched, splintered brands and the advent of syndicated consultancy.
When did every one of our brands need a slogan? Quick. What’s the slogan for Apple, Tesla, and Starbucks?
You know their product – WITHOUT a slogan.
Apple – brand identity, minimalist design, and product innovation. Their products and branding speak for themselves.
Tesla – branding is built around Elon Musk’s persona, technological innovation, and word-of-mouth. Tesla’s futuristic identity is well-established.
Starbucks – the brand is built on experience and lifestyle, as they feel their consumers are ‘over-marketed.’ The Green Mermaid Logo and in-store atmospherics support a strong brand.
Years ago, our late radio friend George Johns reinforced to us that Disney doesn’t have a slogan. No string of words could appropriately describe the Disney brand.
McDonald’s?
OK. McDonald’s has a catchy jingle that they change every few decades. Since 2003, their “I’m Lovin’ It” phrase has been more of an aural activator pushed into the consumer psyche by their overwhelming advertising muscle.
During a break in one of The NCAA March Madness Games last week, CBS rejoined the action with a slate of their sponsors, each with a slogan.
While near the television, there was zero recall of even ONE of their sponsor’s slogans.
- Modelo
- Royal Caribbean
- Lexis
Think – what ARE their slogans? Answer key at the bottom of this article.
What about radio’s addiction to the slogan?
Regardless of the positioning statement, NPR means fact-based journalism, K-EARTH means Classic Hits, and WBBM means all news. All operate just fine without a meaningless slogan.
A quick audit of America’s radio markets reveals the following taglines on legacy brands.
- “Your Number One Hit Music Station.”
- “Upbeat Variety for Your Workday.”
- “Best Mix of the 80s 90s 2k and Today.”
.
What does any of those slogans do to enhance the product for the listener? Not everyone agrees on slogan development for radio brands.
We asked programmer Ron Harrell – who’s built huge large market and syndicated brands – about his take:
“If your station’s call letters or nickname connect the listener emotionally and logically to your brand’s usage and purpose, then remove the noise of a slogan. Slogans are basic branding identifiers for an audience attacked by the noise of multiple audio mediums and social media channels.”
If you hold tight to your slogan, at the minimum, take it out of your on-air talent content development.
Imagine walking into Wal-Mart, Target, or Publix, and the greeter says to you:
- “Welcome to Wal-Mart – Save Money, Live Better. My name is Kevin…”
- “Hello, my name is Kevin. This is Target – Expect More, Pay Less. How can I help you…?
- “Hi, how’s your day going? Publix – Where Shopping is a Pleasure. I’m Kevin let me know how I can help you…”
That’s how we sound when we put a slogan in the talent’s mouth.
A friend who encouraged us to revisit this topic called slogans – “soul-sucking.” Spot. On. The best brands are defined by their experience.
When a format or evolution launches, we feel compelled to etch a position in the listener’s mind.
One of our last audio creations – no slogan – listen here. The experience lives in the mind. If you have a slogan, take it off, out, and down for a week.
Remove it from promos, liner cards, and websites. See how many calls, texts, or DMs you get. Better yet, ask a listener about your current slogan or the competitors at your next event. Define your experience in a quarter-hour—that’s all a listener needs.
Rest In Peace – Slogan.
Answer Key
- Modelo (The Mark Of A Fighter)
- Royal Caribbean (Come Sea)
- Lexis (Experience Amazing)
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Kevin Robinson is a passionate award-winning programmer, consultant and coach – with multi-formats success all over the country. He has advised numerous companies including Audacy (formerly Entercom Communications), Beasley Broadcast Group, Westwood One, Midwest Communications, Townsquare Media, Midwest Family Broadcasting Group, EG Media Group, Federated Media, Kensington Media, mediaBrew Communications, Starved Rock Media, and more. He specializes in strategic radio cluster alignment, building lean-forward tactics and talent coaching – legacy and entry-level – personalities.
Known largely as a trusted talent coach, Kevin is the only personality mentor who’s coached three different morning shows on three different brands in the same major market to the #1 position. His efforts have been recognized by The World Wide Radio Summit, Radio & Records, NAB’s Marconi, and he has coached CMA, ACM and Marconi Award-winning talent. He is also in The Zionsville High School Hall of Fame as part of the 2008 inaugural class. Kevin is an Indiana native – living near Zionsville with his wife of 39 years, Monica and can be reached at kevin@robinsonmedia.fm.
