Slogan
Also called advertising slogan, campaign slogan
What is a slogan?
A slogan is a short, catchy phrase used in advertising and marketing to make a product, campaign or idea memorable. Slogans often use rhythm, rhyme, repetition or a strong verb so they stick in people's heads. Unlike a long-term brand tagline, a slogan is frequently tied to a specific campaign and can change from one to the next.
The word comes from the Scottish Gaelic sluagh-ghairm, meaning a battle cry. Political movements and protests use slogans too, which hints at their job: a phrase short enough to repeat and spread.
In practice, many people use slogan and tagline as synonyms. What matters is knowing whether the phrase is meant to last for the whole brand or for one push.
Why a slogan matters
A good slogan helps a campaign be remembered and talked about. It gives ads, posts, hashtags and videos a common thread, so a series of pieces feels like one campaign.
Short, repeatable lines also work well as on-screen text and hooks in short videos.
How to write a slogan
- Decide what the campaign must make people remember or do.
- Write many short options using rhythm, contrast or a clear verb.
- Remove clichés and anything that needs explaining.
- Check it is not already a trademark in your field.
- Test it on a few people a day later: do they remember it?
Slogan example
A bike shop running a spring tune-up campaign uses the slogan "Spring clean your ride" across posts, a short reel and a window poster, while its tagline "Back on the road tomorrow" stays on the logo.
Slogan FAQ
What makes a good slogan?
It is short, easy to say, memorable, specific to the brand or campaign, and suggests a benefit or feeling.
Can you trademark a slogan?
In many countries, yes, if it is distinctive and used to identify your goods or services. Check with a trademark professional in your country.
Related terms
A tagline is a short, lasting phrase that sits with a brand's name or logo and sums up what it stands for or promises.
Brand messaging is the set of core messages a brand repeats: what it offers, for whom, why it is different and what proof backs it up.
Copywriting is writing words meant to make people take an action: buy, sign up, click, book or remember a brand.
A headline is the main line of text at the top of a post, ad, page or article, written to grab attention and make people read on.
A hook is the opening line, image or moment of a video or post that grabs attention and makes people keep watching instead of scrolling past.