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Can't even get the slogans right . . .
AP ^ | Fri, Oct. 03, 2003

Posted on 10/03/2003 9:17:34 PM PDT by jwalburg

NEW YORK - Quick: which company has the slogan "The power of dreams?"

If you don't know, you're not alone. A survey released this week found that most Americans can't match even the most prominent advertising slogans with their corporate owners.

On a list of tag lines for 22 of the nation's most heavily marketed brands, only six were recognized by more than 10 percent of those surveyed, while another six were identified by 1 percent or less, according to the survey by Emergence Inc., a brand consultancy based in Richmond, Va.

The relatively new slogans for Circuit City Stores Inc. - "We're with you" - and Staples Inc. - "That was easy" - failed to register with a single one of the 1,021 people asked in the July survey.

"It definitely sends a message," Emergence chairman and chief executive Kelly O'Keefe said in an interview. "These are good companies with good products and many have very well-known brands ... but today's consumer just isn't tuned in with these kind of messages."

The only slogan recognized by at least half of the survey's respondents was Wal-Mart Stores Inc.'s "Always low prices. Always," which was identified properly by 64 percent.

The slogan works because "they really are the lowest price," O'Keefe said. "This is how the company lives and everyone at the company believes it. It's really authentic to who they are."

In contrast, Honda Motor Co.'s "The power of dreams," which was recognized by less than 1 percent of those surveyed, says little about its brand, he said.

"I'm a great believer in their car, but it's not a car that people go home at night and sleep and dream about," O'Keefe said. "The consumer doesn't respect these kinds of quick messages."

A representative for Honda wasn't immediately available to comment.

The best slogans reflect or reinforce the consumer's own experience with that brand - but most current tag lines fail to achieve that, O'Keefe said.

Staples spokesman Paul Capelli said it takes time to build recognition for a slogan, noting that "That was easy," was introduced in February, only about five months before the survey was conducted.

"Over time it will become well known and understood in relation to the Staples brand," he said.

For the past several years the company has emphasized price and selection with its "Yeah, we got that," slogan. "It became so well known that it really didn't make sense to continue it," Capelli said.

Circuit City spokesman Jim Babb said, "it takes a long time, sometimes years, to build recognition that's widespread."

"We're with you," has been around for a couple of years, replacing "Imagine that," which lasted about a year. Before that, Circuit City's slogan was "Price, selection, service."

"Whether or not a customer can pick out our slogan in a line up of mottos ... we're confident that our customers are aware that our stores have great selection and competitive prices for consumer electronics," Babb said.

The survey was conducted over the telephone by Opinion Research Corp. It had a margin of error of plus or minus 3 percentage points.


TOPICS: Culture/Society
KEYWORDS: advertisements; advertising; companies; emergence; richmond; slogan; slogans
Yet we can still remember stupid slogans from 1960 commercials. "I can't believe I ate the whole thing" Alka Selzer
1 posted on 10/03/2003 9:17:35 PM PDT by jwalburg
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To: All
I would like to take a moment to ask for donations.

It should be clear to all conservatives by now that the left intends to demonize us. They don't just disagree with us, they hate us. And worse, they want to get other people to hate us.

Places like Free Republic drive the left batty.

Please donate. Thanks for your consideration.

2 posted on 10/03/2003 9:18:11 PM PDT by Support Free Republic (Your support keeps Free Republic going strong!)
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To: jwalburg
"I wish I were an Osacr Meyer Wiener.."
3 posted on 10/03/2003 9:19:45 PM PDT by cardinal4 (Hillary and Clark rhymes with Ft Marcy park...)
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To: jwalburg
the best of all time: "we're number two, we try harder."

When I was a kid, we could get pins with that motto in a billion languages.

Possibly the most effective slogan ever.
4 posted on 10/03/2003 9:22:12 PM PDT by fqued (Arnold, in spite of a "vote for Tom McClintock being a vote for Pia Zadora.")
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To: jwalburg
Plop Plop fizz fizz....
5 posted on 10/03/2003 9:22:20 PM PDT by Bogey78O (The Clinton's have pardoned more terrorists than they ever captured/killed -Peach)
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To: Bogey78O
"Where's the beef?"
"A little dab will do you"
6 posted on 10/03/2003 9:27:47 PM PDT by SAMWolf (Stop looking at my tagline...QUIT IT!...MOM, TELL HIM TO QUIT IT!)
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To: Bogey78O
Melts in your not in your hand. MMs
7 posted on 10/03/2003 9:28:59 PM PDT by gorebegone
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To: gorebegone
...mouth (not mind)....
8 posted on 10/03/2003 9:29:45 PM PDT by gorebegone
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To: gorebegone
Only from the mind of Minolta. I forgot what they made!?
9 posted on 10/03/2003 9:31:01 PM PDT by gorebegone
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To: Support Free Republic
It should be clear to all conservatives by now that the left intends to demonize us.

I don't know if I'd go so far as to call Schwarzenegger groupies "the left" but, hey, if it helps raise money.....

10 posted on 10/03/2003 9:31:18 PM PDT by Texas Eagle
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To: Texas Eagle
come on, we have ONE thread that doesn't have any connection to the Cally recall, and you bring it up.

for your penance, come up with three advertising from before 1970 that were well-known and effective.
11 posted on 10/03/2003 9:33:52 PM PDT by fqued (Arnold, in spite of a "vote for Tom McClintock being a vote for Pia Zadora.")
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To: gorebegone
Probably cameras
12 posted on 10/03/2003 9:34:40 PM PDT by jwalburg (You're not moderate just because you know leftier leftists than yourself)
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To: jwalburg
"Let Hertz put you in the drivers seat".
13 posted on 10/03/2003 9:35:33 PM PDT by gorebegone
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To: jwalburg
oh yeah.
14 posted on 10/03/2003 9:36:07 PM PDT by gorebegone
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To: fqued
"I'd like to buy the world a Coke"

"Fresh as an Irish Spring"

"Tastes great! Less Filling!"

15 posted on 10/03/2003 9:36:29 PM PDT by Texas Eagle
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To: gorebegone
mmmm, doesn' it look delicious, mmmm maple flavor, mmmmm MAYPO!
16 posted on 10/03/2003 9:37:19 PM PDT by gorebegone
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To: fqued
"See the USA in a Chevrolet". while watching Bonanza!
17 posted on 10/03/2003 9:39:44 PM PDT by gorebegone
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To: fqued
on behalf of texas eagle, may i submit:

"if ted kennedy had been driving a volkswagon, he'd be president today." (picture of bug floating.)

18 posted on 10/03/2003 9:39:49 PM PDT by johnboy
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To: jwalburg
Wow! I coulda had a V-8

It sure doesn't taste like tomato juice

A silly millimeter longer

Two feet - one thousand shoes!

Mother, please! I's rather do it myself!

19 posted on 10/03/2003 9:48:00 PM PDT by whereasandsoforth (tagged for migratory purposes only)
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To: whereasandsoforth
Sorry! I mixed my wife's slogan in there.
20 posted on 10/03/2003 9:49:17 PM PDT by whereasandsoforth (tagged for migratory purposes only)
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To: Texas Eagle
"Tastes great! Less Filling!"

What was that one for? I can't remember.

21 posted on 10/03/2003 9:54:00 PM PDT by jwalburg (You're not moderate just because you know leftier leftists than yourself)
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To: jwalburg
Lite beer from Miller.

Either that or Aqua-Velva.

22 posted on 10/03/2003 9:59:49 PM PDT by Texas Eagle
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To: Texas Eagle
Oh yeah.
23 posted on 10/03/2003 10:01:27 PM PDT by jwalburg (You're not moderate just because you know leftier leftists than yourself)
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To: jwalburg
Squeezably soft...
"Mr. Whipple, please don't squeeze the charmin."
24 posted on 10/03/2003 10:03:19 PM PDT by YankeeinOkieville
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To: jwalburg
You'll wonder where the yellow went when you brush your teeth with Pepsodent.
25 posted on 10/03/2003 10:03:54 PM PDT by July 4th
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To: YankeeinOkieville
Kids have known how to spell bologna since at least the 60's, AND we even know it by name: O-S-C-A-R M-A-Y-E-R
26 posted on 10/03/2003 10:15:58 PM PDT by YankeeinOkieville
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To: YankeeinOkieville
"r o l l a i d s spells relief" has such an effect that on spelling tests grade school kids would spell the word relief: r o l l a i d s.
27 posted on 10/03/2003 10:19:05 PM PDT by fqued (Arnold, in spite of a "vote for Tom McClintock being a vote for Pia Zadora.")
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To: jwalburg
"We don't give a damn about your package" - UPS
28 posted on 10/03/2003 10:21:30 PM PDT by flashbunny
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To: jwalburg
jello? There's always room for jello 'cause it tastes great and is less filling.
29 posted on 10/03/2003 10:26:05 PM PDT by gorebegone
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To: jwalburg
Some slogans work very well in a particular context. The SuperBowl "dot com" ad for e-trade with "It's your money--invest wisely" was spot on. And all the "not exactly"'s in the Hertz commercials.

I'd also like to see a survey done of people's jingle-recognition skills.

For example: [paste these into QBASIC; each line is a different jingle]

PLAY "T200L4O3F.C.G.C.A.L8AA#O4CO3L4A#L8AL4G."
PLAY "T140L8O3FFL4FL8CFCL4GCA#L8AL4F"
PLAY "T160L2O3EL4EL8D#MLEL1EL4MNEEABO4CO3BAEL2FL4FL8EMLFL1FL4FMNGGABBO4CD"
PLAY "T160L8O3F#.L4EGBL4O4MLD.L8MND.C#.L2D."
PLAY "T130MSL8O3GF#EDGF#EDGF#GG#AF#ED"
PLAY "T160L4O3F#AL2DL4F#F#L8F#L4E.GL2A"
PLAY "T120O2L4FO1L8AA#O2CL4C.GL8CCDL4C.FL8EEL4D.L8FL4EEL2F"
PLAY "T160L4O3CO2AL8O3CL4D.CL8CCL4CDEL8DL4C.L4O2A.L8AL4BL8O3C"
PLAY "T180O3L4DL8DL4F#.L4EE.L8DL4DL2GL4AL4F#.E."
I'll be impressed if anyone gets any of the last three (Chicagoland area)
30 posted on 10/03/2003 10:26:37 PM PDT by supercat (Why is it that the more "gun safety" laws are passed, the less safe my guns seem?)
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To: supercat
computer geek!
31 posted on 10/03/2003 11:30:05 PM PDT by YankeeinOkieville
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To: supercat
don't have a music writing program yet?
32 posted on 10/03/2003 11:33:37 PM PDT by fqued (Arnold, in spite of a "vote for Tom McClintock being a vote for Pia Zadora.")
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To: Texas Eagle
Amateur night!

''Sometimes ya feel like a nut, sometimes ya don't!''

33 posted on 10/03/2003 11:50:05 PM PDT by SAJ
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To: jwalburg
The'reeeeee Great!

Where will you be when diarrea hits?

Help! I've fallen and I can't get up!

34 posted on 10/03/2003 11:57:38 PM PDT by Nateman (Socialism first, cancer second.)
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To: jwalburg
Circuit City spokesman Jim Babb said, "it takes a long time, sometimes years, to build recognition that's widespread."

"We're with you," has been around for a couple of years, replacing "Imagine that," which lasted about a year. Before that, Circuit City's slogan was "Price, selection, service."

But what about "Circuit City blows."?

Oh, wait. That's just my own little private slogan. Nevermind.

35 posted on 10/04/2003 12:02:26 AM PDT by Hank Rearden (Dick Gephardt. Before he dicks you.)
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To: fqued
don't have a music writing program yet?

Actually, I do, but don't know anything other than QBASIC for putting music in-line. I suppose I could have created really simple .MID's and uploaded them to my web site, but that would probably have been more work. Maybe I should do it anyway.

36 posted on 10/04/2003 9:34:37 AM PDT by supercat (Why is it that the more "gun safety" laws are passed, the less safe my guns seem?)
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To: Nateman
Dominoes pizza delivers, Dominoes pizza DE-livers.

Stretch your coffee break...

I always liked the "Littledab'lldoya" I used to think it was one word.

Mr.M
37 posted on 10/04/2003 9:42:42 AM PDT by Marie Antoinette (Caaaarefully poke the toothpick through the plastic...)
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To: Texas Eagle
Either that or Aqua-Velva.

"There's something about an aqua-velva man"

"The wet-head is dead"

"Taste me, taste me!" (cigs did really well in the slogan dept)

38 posted on 10/04/2003 9:46:10 AM PDT by freedumb2003 (Peace through Strength)
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To: supercat
don't have a music writing program yet?
Actually, I do, but don't know anything other than QBASIC for putting music in-line. I suppose I could have created really simple .MID's and uploaded them to my web site, but that would probably have been more work. Maybe I should do it anyway.


The problem with your cool computer code post was that virtually noone would have any idea what it was saying, and I (who work for a pipe organ company) didn't spare the time to try to "de-compose" it into the ditties you were referencing.
39 posted on 10/04/2003 9:52:57 AM PDT by fqued (Arnold, in spite of a "vote for Tom McClintock being a vote for Pia Zadora.")
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To: jwalburg
Tastes good like a cigarette should.

Oh oh, SpaghettiO's

Only her hairdresser knows for sure.

When it rains, it pours.

Good to the last drop

40 posted on 10/04/2003 9:59:59 AM PDT by Roscoe Karns
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To: Roscoe Karns
"does she or doesn't she?"
41 posted on 10/04/2003 10:09:21 AM PDT by fqued (Arnold, in spite of a "vote for Tom McClintock being a vote for Pia Zadora.")
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To: fqued
The problem with your cool computer code post was that virtually noone would have any idea what it was saying, and I (who work for a pipe organ company) didn't spare the time to try to "de-compose" it into the ditties you were referencing.

I guess maybe QBASIC isn't as widespread as it used to be. Oh well...

42 posted on 10/04/2003 11:38:53 AM PDT by supercat (Why is it that the more "gun safety" laws are passed, the less safe my guns seem?)
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To: fqued
Okay, try this MIDI file. See how many of the tunes you can name.

Some hints [cursor over to see]. Note that the last three are probably Chicagoland-specific.

#1 non-prescription remedy
#2 beverage
#3 restaurant
#4 department store
#5 pet-care product
#6 carpet store
#7 television store
#8 bedding store
#9 jewelry store
I'll be impressed if anyone gets them all.
43 posted on 10/04/2003 7:29:43 PM PDT by supercat (Why is it that the more "gun safety" laws are passed, the less safe my guns seem?)
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To: fqued
"r o l l a i d s spells relief" has such an effect that on spelling tests grade school kids would spell the word relief: r o l l a i d s.

Any kid who spelled relief "rollaids" hadn't watched the commercial enough.

44 posted on 10/04/2003 7:30:44 PM PDT by supercat (Why is it that the more "gun safety" laws are passed, the less safe my guns seem?)
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To: Hank Rearden
. "It became so well known that it really didn't make sense to continue it," Capelli said.

This guy should be fired TODAY!
If I was CEO he'd be out on the street RIGHT NOW!

Probably one of the "New Coke" guys.
45 posted on 10/04/2003 7:34:18 PM PDT by tet68 (multiculturalism is an ideological academic fantasy maintained in obvious bad faith. M. Thompson)
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