Nowadays, slogans and brand taglines are an important aspect of the marketing industry. One can hardly be said to have a strong branding campaign without a catchy slogan or tagline that entices customers with its depth and meaning. Some brands catch your attention instantly while others just leave you scratching your head for hours on end in search for some hidden gem.
The “top 100 company slogans” is a list of the best company slogans from around the world. The list includes companies like FedEx, Starbucks, and Apple.
Stupid, keep things simple.
We don’t aim to upset you; this is just an example of a fantastic slogan that also demonstrates the reality of advertising’s power of succinctness. Being concise is challenging, and it’s much more difficult to represent a complex emotional notion in just a few words, which is precisely what slogans and taglines accomplish.
That’s why we hold the brands that have done it correctly in high regard. These are the businesses who have found out how to communicate their value propositions to their buyer personas in a single, succinct statement.
Take a look at some of our favorite corporate slogans and taglines from the past and present if you’re searching for some slogan inspiration. But first, let’s define a slogan, how it varies from a tagline, and what makes these branded one-liners stand out.
What Is a Slogan, Anyway?
According to Entrepreneur.com’s small business encyclopedia, a slogan is “a catchphrase or a short combination of words that are combined in a unique manner to identify a product or firm.”
They’re similar to mini-mission statements in many respects.
Slogans are used for the same purpose that logos are used: advertisement. Slogans are aural representations of a brand, while logos are visual representations. Consumers are more likely to notice both forms than a company’s name or product. They’re also easier to comprehend and remember.
What is the goal? To imprint a vital brand message in the brains of customers such that they remember the slogan even if they don’t recall anything else from a commercial.
What Characterizes a Successful Slogan?
A excellent slogan, according to HowStuffWorks, includes most, if not all, of the following characteristics:
1. It’s a memorable phrase.
Is the tagline easily remembered? Will they just have to think about it for a second or two? In advertising, movies, posters, business cards, swag, and other places, a few bold words may go a long way.
2. It has a significant advantage.
“Sell the sizzle, not the meat,” as the marketing adage goes. It implies to promote the advantages rather than the characteristics, which is ideal for slogans. A excellent slogan makes the advantages of a business or product evident to the public.
3. It gives the brand a distinct identity.
Is your light beer bursting with flavor? Or maybe the least amount of calories? What distinguishes your product or brand from those of your competitors? (Here’s a link to our key branding guide.)
4. It creates a favourable impression of the brand.
Upbeat terms are used in the greatest taglines. For example, Reese’s Peanut Butter Cups’ tagline, “Two excellent flavours that taste fantastic together,” evokes positive sentiments in the audience, but Lea & Perrins’ slogan, “Steak sauce only a cow could hate,” evokes negative feelings in the audience. The former, we may say, makes a greater impact on the audience.
Tagline vs. Slogan
Although the terms “slogan” and “tagline” are sometimes used interchangeably, they serve two distinct objectives.
A slogan, as defined by Entrepreneur.com, is a phrase that identifies a product or business. A tagline, for that matter, achieves the same thing. The way these phrases place a firm in its industry is where they vary.
- A slogan encapsulates a company’s objective, what it stands for, and even how it assists consumers in the company’s many campaigns. As you’ll see in the list below, slogans may be lengthier than taglines.
- A clever remark that conjures up a picture of your brand in the minds of your clients is referred to as a tagline. Taglines allow customers to associate your company with something fun: “I think of [business] when I see [tagline].”
60 Slogan Writing Tips & Examples is a featured resource.
Taglines, as opposed to slogans, are more typically seen next to a company’s emblem on official ads and are more focused on brand recognition. Slogans may be pushed under an overall business tagline and convey a brand’s values and promises as the company develops and changes.
It’s not necessary for your company to create both a slogan and a tagline; a strong, memorable tagline may suffice. However, if you create new items and discover new sorts of clients, your company may find itself beginning a campaign with its own motto.
Here are some examples of some of the finest brand slogans of all time, now that we’ve discussed what a slogan is and what makes one great.
Slogans and Taglines for Business Slogans and Taglines for Business
- ‘Shave Time,’ says the Dollar Shave Club. ‘Saving Money.’
- ‘There are certain things that money can’t buy,’ says MasterCard. There’s MasterCard for everything else.’
- ‘Melts in Your Mouth, Not Your Hands,’ says M&M.
- ‘A Diamond Is Forever,’ says De Beers.
- ‘It Tastes So Good, Cats Ask for It By Name,’ says Meow Mix.
- ‘5G Built Right,’ says Verizon.
- ‘Semper Fi’ is the motto of the United States Marine Corps.
- ‘It Does Exactly What It Says on the Tin,’ Ronseal says.
- ‘We Help the World Grow the Food It Needs,’ says The Mosaic Company.
- ‘Just Do It,’ says Nike.
- ‘Think Different,’ says Apple.
- ‘Because You’re Worth It,’ says L’Oréal Paris.
- ‘Got Milk?’ says the California Milk Processor Board.
- ‘Designed for Driving Pleasure,’ says BMW.
- ‘Every Little Helps,’ says Tesco.
- ‘The Quicker Picker Upper,’ says Bounty.
- ‘Betcha Can’t Eat Just One,’ says Lay’s.
- ‘Advancement Through Technology,’ says Audi.
- ‘America Runs on Dunkin” is a slogan used by Dunkin’ Donuts.
- ‘I’m Lovin’ It,’ says McDonald’s.
- ‘All the News That Fits to Print,’ according to the New York Times
- ‘Imagination at Work,’ says General Electric.
- ‘Like a good neighbor, State Farm is there,’ says State Farm.
- ‘Perhaps she was born with it,’ Maybelline says. ‘Perhaps it’s Maybelline.’
- ‘The Few’ is the motto of the United States Marine Corps. The Marine Corps’ Proud.
You want to make sure that your brand slogan is memorable and that it brings your brand to life. The proper slogan will include crucial terms that embody what your brand is all about, ensuring that buyers remember it. To demonstrate that a good slogan incorporates being succinct, catchy, and classic, we’ve selected various company slogans below that span from fast food, autos, vital things, pet needs, and so on.
Dollar Shave Club is a service that allows you to shave for a dollar “It’s time to shave. Money can be shaved.”
Dollar Shave Club has been on many of our blog’s lists, and it’s fair to say that when it comes to marketing and promotion, this company’s crew understands what they’re doing. “Shave Time. Shave Money.” is the company’s tagline, and it perfectly reflects their competence.
This brilliant remark combines two of the service’s advantages: affordability and convenience. It’s witty, to-the-point, and wonderfully captures the brand’s general tone.
MasterCard: 2 “Some things are beyond the reach of money. MasterCard is available for anything else.”
In 1997, MasterCard designed a two-sentence tagline as part of an award-winning advertising campaign that aired in 98 countries and 46 languages. The campaign began with a television advertisement that ran in 1997: “A father brings his kid to a baseball game and pays for a hot dog and a drink, but the dialogue between the two is priceless,” according to Forbes’ Avi Dan.
Dan comments, “In a way, ‘Priceless’ became a viral, social campaign years before there was social media.” Today, “Priceless” is largely regarded as MasterCard’s tagline, derived from the above-mentioned lengthier mission-focused phrase.
Is there a secret to this campaign’s success? The audience is elicited an emotional reaction by each ad. For example, the first TV advertising can remind you of sports events you attended with your father. Each commercial aimed to elicit a distinct memory or emotion. “You have to build a cultural phenomena and then nurture it to keep it new,” Raja Rajamannar, MasterCard’s chief marketing officer, told Dan. And nostalgia marketing may be a really effective technique.
“Melts in Your Mouth, Not in Your Hands,” says M&M.
This is a brand that didn’t take long to realize its primary value proposition. Chocolate is chocolate, at the end of the day. How can one chocolate bar genuinely stand out from the rest? Of course, by including the convenience element.
This example emphasizes the significance of identifying something that distinguishes your brand from the competition – in this instance, the hard shell that prevents chocolate from melting all over you.
Diamonds aren’t very valuable by themselves. A diamond is worth at least half of what you spent for it the minute you walked out of the jewelry shop. So, how did they come to be seen as a sign of riches, power, and romance in America? It was all because to a great, comprehensive marketing approach devised and implemented by ad firm N.W. Ayer for its client, De Beers, in the early 1900s.
Since 1948, the four words “A Diamond is Forever” have been in every De Beers advertising, and in 1999, AdAge rated it the finest tagline of the century. It brilliantly encapsulates De Beers’ message: that a diamond, like your romance, lasts forever. It also served as a deterrent to persons selling their jewels. (Mass resale would destabilize the market and disclose the stones’ startlingly low intrinsic worth.) Brilliant.
5. Meow Mix: “Cats Ask for It by Name Because It Tastes So Good”
Who remembers the charming music performed by cats, for cats, in Meow Mix’s television commercials? “Tastes So Good, Cats Ask For It By Name,” the company said in a simple but revealing tagline. This phrase is based on the idea that when a cat meows, it is really requesting Meow Mix. Not only was it creative, but it also succeeded in positioning Meow Mix as a distinctive brand in a crowded market.
“We Can Hear You Now,” says Verizon.
Another company that took its time to come up with something that connected with its target market. The former Verizon slogan, “Can you hear me now,” was designed in 2002 under the tagline “We never stop working for you.” Now, Verizon’s new motto, “We Can Hear You,” was appropriate since it demonstrated that the corporation is keeping up with its customers while also pushing ahead.
While Verizon was created in 1983, it continues to compete with AT&T and T-Mobile, who are now two of its most powerful opponents. But what distinguishes Verizon from the competition? You have service no matter where you are. You may not have the most advanced texting or mobile phone choices, but you will always have service.
“Semper Fi” is the motto of the United States Marine Corps.
Semper Fi is an abbreviated form of “Semper Fidelis,” which means “always faithful” or “always loyal” in Latin. The motto of the United States Marine Corps has been in use for many years, and it is used to represent them in public appearances and on the Marines’ official seal.
What makes “Semper Fi” such a wonderful Marines slogan? It demonstrates the Marines’ fundamental attributes in the military: commitment and fidelity. It’s also a memorable saying that illustrates why the public can trust this company.
“It Does Exactly What It Says on the Tin,” says Ronseal.
Ronseal is a wood stain and dye firm based in the United Kingdom, and its 20-year-old motto perfectly captures the company’s unpretentious philosophy.
Ronseal’s tagline isn’t very innovative. It makes no high promises to its clients. It just recommends a useful product. So, what makes this tagline so appealing? Because the lack of loudness really communicates a lot to the listener. Too many businesses strive to drown out their rivals’ noise by being so loud and ambitious that they forget what they were founded on. Ronseal recognized the importance of simple dependability and created a catchphrase that enabled the firm to be precisely where its clients wanted it.
“We Help the World Grow the Food It Needs,” says The Mosaic Company.
The Mosaic Company’s motto also serves as its mission statement, ensuring that the fertilizer company’s branding approach is in line with its primary goals.
All slogans should aim to go beyond the company’s or even its consumers’ requirements and express how the product or service benefits the community. “We Help the World Grow the Food It Needs” is a powerful phrase that reflects not just what The Mosaic Company desires for its clients, but also for the general public.
“We Power Transactions That Drive Commerce,” says Pitney Bowes.
Pitney Bowes, a postal and shipping software company, has a motto that is similar to The Mosaic Company’s in the previous section: It is aimed at the industry rather than the end consumer.
Pitney Bowes’ motto demonstrates that its solutions don’t simply assist companies monitor and deliver stuff; they also improve the efficiency of the whole ecommerce community. In light of the alternatives, it’s a sound plan. How cheesy would “We Power Transactions That Serve Our Clients’ Bottom Line” be as a corporate slogan?
When establishing your brand slogan, aim for one to two phrases that summarize the core of the value you deliver to your customers. A tagline is a terrific method for people to grasp what your company provides for them. The ideal slogan will be succinct while also capturing the spirit of the company. We’ve compiled a selection of business taglines that are both succinct and convey the value of the company.
“Just Do It,” Nike says.
Now for the Nike message that everyone is familiar with. “Just Do It” is the official Nike motto since it appears on every product and event the business manufactures or supports.
Nike’s message didn’t take long to get on. The brand evolved into more than simply sports wear; it started to represent a way of life. It makes you believe that you don’t have to be an athlete to stay in shape or overcome a challenge. If you want to do something, go ahead and do it. That’s all there is to it.
However, it’s improbable that Kennedy + Weiden, the firm behind this phrase, foresaw Nike branding themselves in this manner from the outset. In fact, Nike’s merchandise used to be nearly entirely geared at marathon runners, who are among the toughest athletes on the planet. The “Just Do It” campaign broadened the funnel, proving that some companies need to spend their time crafting a slogan that embodies their message and connects with their target demographic.
“Think Different,” says Apple.
This phrase was initially used in an Apple ad called “Here’s to the Crazy Ones, Think Different,” which was a homage to all the legendary visionaries who defied the status quo and transformed the world. The term itself is a direct reference to IBM’s “Think IBM” campaign, which was used to promote the ThinkPad at the time.
Even though Apple hadn’t produced any substantial new products at the time, the phrase “Think Different” began to appear with Apple commercials all over the place. People suddenly realized that Apple wasn’t just another computer; it was so powerful and easy to use that it made even the most inexperienced computer user feel creative and tech-savvy.
Apple’s stock price quadrupled within a year of the commercial’s introduction, according to Forbes. Despite the fact that the phrase has since been removed, many Apple users still feel entitled to be among those who “think differently.”
“Because You’re Worth It,” says L’Oréal.
Who doesn’t want to believe that they’re valuable? L’Oréal worked with the idea that women apply cosmetics to make themselves seem “beautiful” in order to feel attractive, wanted, and valuable. The slogan isn’t about the product; it’s about the image you can achieve by using it. This slogan enabled L’Oréal to take its brand beyond its functionality to convey a far more compelling statement about cosmetics as a whole.
“Got Milk?” says the California Milk Processor Board.
While most people are aware of the “Got Milk?” ad, few are aware that it was initiated by the California Milk Processor Board (CMPB). What’s remarkable about this ad is that it was created to offset the rapid rise in fast food and soft drinks: the CMPB wanted people to switch to milk as their preferred beverage in order to live a better lifestyle. According to ad execs, the campaign was created to give life to a “boring” product.
From 2003 through 2014, the simple words “Got Milk?” were scrawled atop celebrities, animals, and children with milk mustaches, making this one of the longest-running campaigns ever. The CMPB wasn’t out to establish a name for itself with this one; it was out to infiltrate the notion of drinking milk throughout the country. And these two simple words achieved just that.
“Designed for Driving Pleasure,” says BMW.
BMW sells automobiles all throughout the globe, but in North America, the phrase “The Ultimate Driving Machine” has long been associated with the company. According to BMW’s blog, this term was coined in the 1970s by a relatively obscure ad agency called Ammirati & Puris and was aimed at Baby Boomers who were entering retirement “They’re out of college, working, and eager to spend their hard-earned money. What better way to show off your accomplishments than with a high-end vehicle?”
“Designed for Driving Pleasure,” the company’s new motto, is meant to emphasize that its automobiles’ main selling feature is that they are high-performance vehicles that are enjoyable to drive. That message is emotive, and buyers might buy into it in order to justify the high price tag.
“Every Little Helps,” Tesco says.
“Every little helps” is the kind of appealing tagline that works in a variety of situations — and it’s adaptable enough to use with any of Tesco’s themes. It may apply to things like value, quality, service, and even environmental stewardship, which the firm demonstrates by addressing the effects of its operations and supply chain.
It’s also “probably the most brilliantly humble” slogan or tagline ever created, according to Naresh Ramchandani of The Guardian. Tesco promotes itself as a people’s brand, and a flexible, humble, far-reaching tagline like this one perfectly fits that.
“The Quicker Picker Upper,” says Bounty.
Procter & Gamble’s Bounty paper towels have had the snappy slogan “The Quicker Picker Upper” for over 50 years. If it sounds like one of those sing-songy play-on-words you learnt as a youngster, you’re right: The tagline employs consonance, a lyrical method that involves the repeating of the same consonant two or more times in a brief period of time (think: “pitter patter”).
Bounty has gradually moved away from this catchphrase, substituting “Quicker” with various characteristics, such as “The Quilted Picker Upper” and “The Clean Picker Upper,” depending on the brand’s current marketing campaign. The brand’s primary website address changed from quickerpickerupper.com to bountytowels.com at the same time. Despite expanding out into new initiatives, the business has stuck to the premise of their initial, memorable slogan.
“Betcha Can’t Eat Just One,” says Lay’s.
Who among us has ever eaten just one chip? While this phrase may be applicable to other food brands, Lay’s was quick to recognize it. The firm capitalized on our inability to overlook crispy, salty pleasure when it’s there in front of us. What a tangled web you weave, carbs.
But honestly, note how the focus isn’t on the product’s flavor. There are lots of other tasty chips available. But it’s the very human, irrepressible character of nibbling till the cows come home that Lay’s was able to capture with their motto.
19. Audi: “Technology as a competitive advantage” (“Advancement Through Technology”)
Since 1971, Audi’s primary German motto has been “Vorsprung durch Technik” all over the globe (except for the United States, where the slogan is “Truth in Engineering”). The online dictionary LEO interprets “Vorsprung” as “advance” or “lead” as in “distance, amount by which someone is ahead in a competition.” “Advancement via technology,” as Audi defines it.
In 1972, the first-generation Audio 80 (B1 series) was introduced, and the new automobile was a spectacular expression of the slogan, with numerous amazing new technological capabilities. The Audi brand established itself as an inventive automobile manufacturer during the 1970s, with innovations such as the five-cylinder engine (1976), turbocharging (1979), and quattro four-wheel drive (1980). (1980). This remains true of the Audi brand today.
“America Runs on Dunkin” is the slogan of Dunkin’ Donuts.
Dunkin’ Donuts began the most important rebranding attempt in the company’s history in April 2006, when it unveiled a multi-million dollar advertising campaign with the slogan “America Runs on Dunkin.” The commercial promotes Dunkin’ Donuts coffee as a way to keep busy Americans energized while on the move.
The official press release from the campaign’s official debut said, “The new campaign is a lighthearted and sometimes quirky celebration of life, showcasing Americans loving their work, pleasure, and everything in between – escorted every step of the way by Dunkin’ Donuts.”
Dunkin Donuts understood ten years later that what they were lacking was a way to acknowledge and celebrate their genuine consumers. That’s why, in 2016, they debuted the “Keep On” campaign, which they describe as a contemporary take on the ten-year motto.
“It’s the concept that we’re your wingman, your friend in your daily fight, and we provide you great energy via food and beverage, but also emotionally, because we believe in you and the customer,” said Chris D’Amico, SVP and Group Creative Director at Hill Holiday.
Dunkin’ Donuts redesigned in 2018 and changed its name to Dunkin’, with new packaging coming out in 2019. The name of one location in Pasadena, California will be just Dunkin’.
“I’m Lovin’ It,” says McDonald’s.
The “I’m Lovin’ It” ad was established in 2003 and continues to this day. This is a terrific example of a slogan that connects with the target demographic of the business. McDonald’s food may not be the healthiest option, but that isn’t the advantage McDonald’s promises – it’s that you’ll like the flavor and convenience.
The famed hook of the jingle, “ba da ba ba ba ba,” was first performed by Justin Timberlake.
“All the News That’s Fit to Print,” according to the New York Times.
My particular favorite is this one. The slogan was coined in the late 1890s as a protest against rival newspapers publishing obscene journalism. Sensationalism was not tolerated at the New York Times. Instead, it concentrated on key facts and tales that would inform its audience. Its substance was literally declared all “news fit to publish.”
This allowed the publication to grow into more than simply a news organization, but a firm that pioneered the path for trustworthy reporting. When the firm originally started, it didn’t push a slogan on people; instead, it established one when it was most required.
“Imagination at Work” by General Electric is number 23.
You may recall GE’s previous slogan, “We Bring Good Things to Life,” which was first used in 1979. Despite the fact that the previous slogan was well-known and well-received, the new tagline, “Imagination at Work,” demonstrates how a company’s internal culture may transform how it views its own brand.
“‘Imagination at Work’ started as an internal GE concept,” said Tim McCleary, GE’s corporate identity manager. When Jeff Immelt took over as CEO of GE in 2001, he said that his objective was to return the business to its beginnings as an innovator.
Because of this culture and topic, SagaReach Marketing rebranded with the slogan “Imagination at Work,” which symbolizes the notion that imagination stimulates human initiative in what we do.
“Like a Good Neighbor, State Farm is There,” says State Farm.
“Get to a better State” and “No one services you better than State Farm” are two slogans used by the insurance firm State Farm. “We’re here to make life go right,” the company’s slogan was recently revised.
But if you reside in the United States and watch television, you’re probably aware with State Farm’s most famous tagline: “Like a good neighbor, State Farm is there.”
These terms underscore State Farm’s “community-first” value promise, which distinguishes it from other insurance businesses’ massive, bureaucratic vibe. It also builds a tight contact with the customer immediately.
Customers often want insurance when they least expect it, and State Farm responds in a courteous, neighborly manner.
Maybelline: #25 “Perhaps she was born with it. Maybelline is to blame.”
Is it possible for you to sing this jingle in your head? The previous Maybelline tagline, which was produced in the 1990s, is one of the most well-known in the world. It conjures up images of powerful, gorgeous ladies with long lashes gazing directly into the camera on glossy magazine covers. Maybelline’s beauty collection is all about confidence, especially the transforming of a lady into a confident woman via makeup.
In February 2016, Maybelline revised their slogan to “Make IT Happen,” encouraging women to “display their beauty in their own manner.” Despite the change, the previous catchphrase remains strong and well-known, particularly among the many generations who grew up with it.
The United States Marine Corps (USMC) is a branch of the United States military “The select few. The Proud Ones. The Marines, to be precise.”
While “Semper Fi” is one of the most prized phrases (or, more technically, mottos) in the United States Marine Corps, it has also had a number other excellent recruitment slogans throughout the years. These range from World War I’s “First to Fight” to the 1980s’ “We’re seeking for a few excellent guys.”
We would, however, contend that “The select few. The Marines. The Proud “is one of the greatest company slogans available.
According to Maj. Gen. Richard T. Tryon, former commanding general of Marine Corps Recruiting Command, this phrase “underscores the excellent level of people who enlist and serve their nation as Marines.” It was even inducted into the Advertising Walk of Fame on Madison Avenue in 2007.
Your company will benefit from a memorable slogan and tagline.
It’s time to put your firm up for success now that you’ve dived into some classic and memorable slogans and taglines. Remember that although a slogan and a tagline are similar, a slogan is meant to sell an item, whilst a tagline is used to raise awareness of an item and is succinct, snappy, and classic. Both are necessary to ensure that your company remains in the thoughts of customers.
Note from the editor: This article was initially published in July 2020 and has been revised for accuracy.
Originally published at 7:00 a.m. on December 29, 2021, and modified on December 29, 2021.
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The “slogan list for business” is a list of slogans and taglines that are used by 26 different companies. These slogans and taglines have been successful in attracting customers, so it is important to use them when creating your own company slogan or tagline.
Frequently Asked Questions
What are some catchy company slogans?
A: An ounce of prevention is worth a pound of cure. -Benjamin Franklin.
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The worlds smartest cereal brand. -Post Honeycomb Cereals Incorporated.
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A: Amazons slogans are around the world, The Whole Earth for a Dollar, and Earths Biggest Selection.
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