An Eye on Saudi Blog

#BrandSlogan is the hash tag created yesterday by Ibrahem Al Suhaibani (@ibrahemsu), the blogger and the owner of (http://isuhaibani.com/blog/). For every marketer and marketing researcher, especially in this part of the world, this is a must read hash tag.

Coming up with a brand slogan (known as a tagline as well) is not an easy exercise as it might seem. Yes, it is a line of few words, but these few words should capture the soul of the brand. In one way of another, it is like pressurizing the feeling, the meaning, the mission, and the value of a brand in just a few of words. Slogans once printed on packages or distributed on marketing materials, they will be the messengers reminding customers of the premise of the brand, they will be the signs showing that the brand exists, and that it is alive!

Going through this hash tag would definitely bring back a lot of memories, which is interesting in itself. Why such slogans, although some have been already replaced by its producers, have managed to stick in the consumers’ minds and hearts?

There are many elements of a successful brand slogan, I have chosen two reasons that I find most important, and you can relate to most of the slogans mentioned in the hash tag:

• Successful slogans are usually produced to the public as a part of a successful marketing campaign (a successful marketing campaign is a story of its own!). Meaning, it is not like the brands owners came up with these slogans and  printed them on some bags and flayers and … that’s it! No, they have been integrated into a whole banding activity.
• Successful slogans somehow managed to capture the consumer experience of the brand and added it to the value and purpose of the brand itself. Take Jarir bookstore as an example to clarify this point. The slogan is (Jarir is not only a bookstore); the message of the brand is that we are providing you with all your business/personal art, entertainment and stationary requirements, we are not only a bookstore. The customer experience is that you can find more than only books in Jarir, it is your one stop shopping experience for most of your books and stationary requirements, again, it is not only a bookstore. This customer experience factor is critically important in any slogan because through it, the consumer engagement-with and feeling-of the brand is created!

Related posts:

1. Good Stories and Bad Ones
2. It is Not about the Marketing Budget
3. Al Bilad Bank; Stating the Obvious
4. The Psychological Cost
5. Small Details Matter