Welcome to the quick course battle cry. I'm glad you're here because it means you're serious about what it takes to start a real new business, and that you want to know more about how to begin creating a great new business. It also means you're in a hurry. So in this course, I'm going to quickly help you figure out how to create a winning slogan that kills. Let's get going. The sources Laura Reese's battle cry, outstanding, filled with details very, very worth reading.
That is a set of words, and a name that has power. We're going to look into it more as one of our examples. We'll examine what is meant by a slogan that kills. We'll examine what is a good one and a bad one. And then how should you go about creating one It's part of the process that's all involved with creating a great brand. That powerful thing you want to come from the initial idea.
A slogan has two major functions. It reestablishes the brand in the consumers minds and it keeps the company's new marketing people from changing the company's strong positioning strategy. If you're a startup you don't have to worry about number two. The ultimate objective of your startup is to create a marketing campaign that will own a word in the mind of the prospective customer. The word for Ace is helpful. Your focus is to own a word in the mind so that it nails your brand with the power of the meaning of words and their sounds.
Vanishing messages is what Snapchat focused on. ride sharing is what Uber wanted to own. They achieved the objective of owning a word in the mind of prospective customers. What word do you want to own for your startup idea? Ace chose helpful What do you choose? The key is to think category first, consumers think of category first and brand second turkeys I want a turkey means butterball you don't go to the store and say I want a butterball you say I want a turkey and then you look for that brand domestic services.
That means Molly made by owning the category name it means you are connecting the category with your brand. That connection is where the power comes. Effective slogans are constructed by considering both the meanings of the words and their sounds together. spoken words are primary printed words are actually representations in the physical world of the words that we speak Listen to yourself read silently. Read the words in this page and listen to what's in your head. You can hear yourself reading silently.
Read that you can hear it again. marketing's function is then to sum up the essence of a brand and words that prospects can remember. You need to find the mental glue. Can you remember it? is the most important question you can ask. After you've created what you consider to be a winning slogan.
There are seven ways to increase the slogans memorability. We're going to go through each one of those next with some good examples. aces the place with a healthful harbor man. As you listen to that, you've already got some clues. Abstract versus specific is terribly important to understand because abstract is very, very inferior to specific. Why?
Because only specific words conjure up specific images, Statue of Liberty, or the pyramids are far superior to American historical monument and Egyptian vacation site. The specific images are the emotions, abstract, do not a book title, how to think like a CEO, the 22 vital traits you need to become the person at the top. Compare that with lean in by Sheryl Sandberg. guests. Which one became a best seller? specific is powerful.
The ultimate driving machine focuses on a specific word driving. It means for performance handling and great fuel mileage my new BMW has got to be the best engineered car in the world. Unfortunately, BMW switched its campaign several times including BMW is joy. Now, which would you rather say? Why did you buy that car? It's an ultimate driving machine or its joy.
I think you get it. Let's look at talking versus selling for a moment. Talking wins and selling loses when it comes to battle cries. Companies with no advertising are the winners of startups because what they're offering spreads by word of mouth Instagram, Tumblr and Zappos created their respective businesses without a single dollar of advertising ever spent. That's where you want to get to. So make your slogan word of mouth friendly.
Get it so people talk about it. Don't try to sell it, push it. It won't work. Word of mouth means talking. Why did you buy the BMW? Hey, it's fun to drive.
It's the ultimate driving machine. Why did you buy your Jeep? It's the best of what Jeep is made of. Pretty bad right? taglines versus slogans are also important to understand a tagline is the end of an advertisement such as motel six ads ran this at the end several times as a tagline and we'll leave the light on for you. The problem is that that Does not reinforce the brand, in this case, inexpensive logic.
It's just sitting there. taglines have little to do with what makes a brand successful. They're missing the motivation to buy the brand. Why would you buy a key because it's going to surprise you. But the slogan when it absolutely positively has to be there overnight, launch FedEx into that stratosphere of sales. It's okay to be long sometimes.
To create a slogan, focus on specific words, not abstract ones. focus on getting things that people talk about. Don't try to push them to sell them. And don't use a tagline. We're going to now look at these seven ICT items and we're going to show you how to use them in creating a great slogan. Let's look at Ryan first.
An apple a day keeps the doctor away. Elvis the pelvis. December to remember that's a car with a red ribbon in December. local seafood restaurant, the fish you buy today's swam last night and buzzard Bay? poetic. How about to buck Chuck wine?
Alliteration Fit Bit. Range Rover, Robert Redford. Cash for Clunkers Wounded Warrior Project. That's alliteration. That's power. That's memorable.
Duck Dynasty, BlackBerry, Apple. m&ms. Melton your mouth, not in your hand. All of it, alliteration. These focus on names How about repetition? The few the proud the Marines.
Friends don't let friends drive drunk. Made from sugar. So it tastes like sugar, repetition or reversal. Just do it has two meanings. It's time to listen. You can pay me now or pay me later.
Does she or doesn't she? hair color so natural Omni her hairdresser knows for sure. two meanings. Each logon double entendre is similar but different. A reversal does have two meanings but so does a double entendre. The two meanings in Dublin tonight embedded in a single word or phrase, a diamond is forever also means a marriage symbolized by a diamond can last forever.
Also, two meanings contained in a single word, staples. Merrill Lynch is bullish on America. Men's wearhouse fly for peanuts when it rains it pours inexpensive and built this day that way. All very effective, thought provoking, memorable, double entendre slogans. Another way is to claim the leadership. Oscar Meyer America's favorite bacon, Oreo milks favorite cookie title is number one ball In golf, avoid betterness statements such as were the best tasting pizza on the market.
That's not defendable. That's certainly not leadership. combinations can be also powerful way go troubles down the drain roto rooter. The best surprises no surprise in your motel Of course at Holiday Inn, or American patriot Benjamin Franklin in the 1700s we must hang together or assuredly we will all hang separately. revolutionaries. Creating a slogan is not too difficult.
There are some easy ways to go about doing it. Begin with a single conceptual idea. zappo Zappos sold shoes online. They're focused was on free shipping both ways. No one wants to purchase a shoe that isn't going to fit right. They want to return it or exchange it.
FedEx focused on overnight delivery before it was a regular household event. And Uber focused on ride sharing nothing more. In other words, the essence of a brand comes from a single conceptual idea. So what's your what's your single conceptual idea? terribly important? Remember, words and sounds are related, but different.
And effective slogans are constructed by considering both meanings of words and their sounds. So start with your brand name, whichever one you think is right for the product. Then name the category that it's in, such as ride sharing. Take a draft of the slogan using those seven in different ways, narrow your focus. BMW chose one word driving and be open to changing the brand name. Shoe site.com actually was how that founders began changing later to Zappos after all Where do you want to buy your shoes and then go back to one and tell you repeat that process on are satisfied that you've got a slogan, that's a battle cry.
Those seven methods, those seven ways will increase the slogans memorability. They're all available to you. Avoid abstract words selling and taglines that'll keep you out of trouble. Remember, marketing's function, its essence of a brand is to get prospects to remember something important about the brand, that singularity you want them to focus On Uber, ride sharing, ride sharing Uber, Turkey butterball. You need to find a mental glue and then reinforce your competitive positioning with it. Can you remember it is the question to constantly ask yourself as you come up with slogans.
Thinking category first will keep you on the right track, it will lead you to opportunities to dominate. Then connect the category name with your brand name. And when that happens, your brand will stand for the new category. Justice search means Google and Google means search so much so it's become a verb. Did you Google today? brands are built by word of mouth and so make that slogan word of mouth spread It can be humorous as well as provocative.
Remember selling slogans lose, and startups never advertised. All of this is a part of the process of building a great brand. So find these opportunities to look at where you can build that tremendous slogan battle cry. Remember, a visual hammer can reinforce it, powering your brand. The positioning and the competition is terribly important, especially the category you chose to focus on. Take a look at battle cry.
It's a quick read and an outstanding one full of power. Laura Reese did a terrific job. There are other related opportunities in the courses that are following at start one now calm. That's where I'm heading now. I hope to see you there. Bye.
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