A loss For Words

Hello friends! I’m Lauren from techno-lolo.blogspot.com guest blogging for Roman. Enjoy! “Your world. Delivered.” “Built for the road ahead.” “What’s in your wallet?” “Because I’m worth it.” You may not realize it, but all of the above are slogans from companies whose products you may be using right now. In fact, companies spend billions of dollars per year on advertising and use slogans to attract and gain the attention of consumers. According to Robert Jones from brand experts Wolff Olins, “If it somehow expresses the big idea of an organization, a slogan can be very useful. If it doesn't, consumers will see through it and discard it." This BBC News article from 2006 describes slogans as establishing a framework for the company’s values and customers expect them to live up to their standards. This can help or hurt the corporation, but Peter Saville, creative director of the city of Manchester, has a different take on slogans. He sees slogans as a “sign of insecurity” and that “If your place needs a slogan, it has a problem. A brand is not just a logotype, it's a set of values that are communicated through actions.” Saville sees modern corporations putting less emphasis on word and more emphasis on deed and I’d have to agree with him. Advertisements are becoming less about shoving slogans down our throats and more about showing how awesome a product or service is. Corporations are just getting less wordy and more showy.