What’s in a slogan?

You can’t turn on television or read an article/post without seeing some reference to ‘Healthcare Reform.’ It got me thinking. Healthcare reform is an important initiative and, like most phrases used to promote positive change, the focus is on the problem, e.g., hunger, poverty, war, etc. I understand the thinking. We want people’s attention on the issue at hand. The only thing is this focus puts the attention on the negative or the problem, not the solution the organization is striving for.

When we take a look at effective advertising/brand slogans, the emphasis is on a benefit consumers want or can aspire to. Several well-known taglines come to mind: Nike: Just do it!, M&M: Melt in your mouth, not in your hands, Timex: It take a licking and keeps on ticking, Avis: We try harder, you get the picture.

With this in mind, I thought I’d take a crack at re-framing some not-for-profit goals. Which is more likely to spur you into action: End Hunger or Feed our Community? Eliminate Poverty or Foster Self-Sufficiency? No more War or Promote Peace? Let me know what you think.

One Reply to “What’s in a slogan?”

  1. When the slogan focuses on the solution, it also seems to break the problem into an achievable chunk.
    For example – “Ending Hunger” may require political changes, technological advances, new distribution, etc. It sounds too big and complicated to resolve. “Feeding our Community” gets to an immediate need and localizes it, likely to create greater personal investment.

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