Slogans - Do They Work? and Does Anybody Care?

Does your Company Slogan reflect your Business?... Is this relevant?

Asked by Mariéme JAMME- MBA
Ed’s answer:

Marieme, "Delta is Ready When You Are!"

A slogan is only as good as it is customer focused.

An example I use frequently is from Delta Airlines, a great company. Their best known slogan was "Delta is Ready When You Are!" an entirely customer focused message. Later it changed to "We Love to Fly and It Shows," an entirely myopic, self-centered slogan that happened to be timed with a significant downturn in customer service and what was perceived to be a bad attitude at the airline. You might also remember the "Ya da Ya da" unintelligible music they played as you boarded or exited the airplane. Sometimes even good companies seem to lose their minds.

Your slogan should communicate value to the buyer. If so, a slogan will be important and will likely be a factor in buyer preference. I hope this is helpful.

Ed Jones President Constellation Communication Corp., Event Measurement, Justification and Continuous Improvement