slogan

A slogan (synonymous with motto) is a short phrase expressing the main idea of the advertising campaign.

The advertising campaign can either be aimed at popularization of the brand itself (image advertising) or cover some advertising action of this brand, or it can offer a new product/service of the brand. Slogans can be used in all kinds of advertising: from the corporate identity to promotion action.

Slogan for Advertising Campaign

For advertising campaign, a slogan is developed together with its visual presentation and serves as "voicing" of the idea. Very often its role goes far beyond than simply supporting the visual part, and slogan becomes the integral element, without which the whole concept loses any sense.

Slogan for Advertising Action

Advertising actions of all kinds have become extremely popular as means of sales level increase; the essence of these actions mostly comes to discounts provided to the customer in various forms. Big brands usually organize advertising campaigns to cover their actions. Taking into consideration the unavoidable similarity of such events, the most original and creative ideas are needed to make the customers not only notice the action, but also to participate in it. For such campaigns, slogan is crucial. It should be attractive, engaging, irresistible, leaving no chance for a customer to pass by. It should be fascinating and even perplexing in its novelty. In professionally organized campaigns, slogan is the key to the action success.

Corporate Slogan

Corporate slogan is responsible for the company's image. If the name of the company is its first name, its surname is slogan. Inseparable from the brand name, logo and positioning, the slogan explains, interprets the essence of the company's activities and its management principles. The corporate slogan, however, is always aimed at attracting the customer, and therefore, should tell something the clients want to hear. That is why, when developing a corporate slogan, it's very important to find this vague borderline between pride and bragging, flexible pricing policy and cheap product, success and bombast, at the same time being aware of the competition slogans and positioning and keeping in mind that 'brevity is the soul of wit'.

Adaption of the slogan in the foreign language

Coming in the foreign (in our case, Russian) market, many big brands have to adapt their slogan - so familiar and clear in their own language - to our reality. In other words, the slogan needs to be translated into Russian, obviously, without semantic or phonetic losses, i.e. the slogan should preserve its meaning and its sounding beauty.

Ad Once Creative Agency develops slogans on the basis of brand concept. The term for slogan development is 7 working days.