I just talked about Coca-Cola and their long history of changing their product slogan over at LandingTheDeal. I was amazed that they had changed it so often, for so long (dating back to the 1800's!)
All of this comes on the heels of the recent Harris Interactive poll that ranked the "best brands" in the country.
Here are some of their findings:
"Top of mind association with being "best" is a good position for any
brand," said Robert Fronk, Senior Vice President, Brand and Strategy Consulting, Harris Interactive. "For a truly successful brand relationship though, the objective is not just awareness, but to foster the ongoing process and outcome of brand engagement, which requires more custom and sophisticated measures based upon the interaction of the brand and its desired audience."
He gets paid a lot of money to blabber on like that, but here's what he's saying: People have to like your product or the slogan and brand you've come up with doesn't matter a hill of beans.
Make sure your slogan meets your customer's expectations through their experiences with your product. It's crucial. Lots of good companies have suffered because they've sold a sub-par product...and the best slogan in the world can't save you from those consequences.
Build your brand step by step. Little by little. It will pay off in the end.
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