Let’s remember those slogans that, no matter how much time passes, remain engraved in our memory. But in this digital age, where everything is ephemeral and immediacy is sought, we are faced with an unavoidable question: in the midst of this digital noise, do slogans maintain their relevance in the advertising world?
A good slogan has the magic of encapsulating the essence, mission and value of a brand in a short sentence. ‘Just Do It‘by Nike,’Because you are worth it‘ by L’Oréal, ‘think green‘ from Heineken and ‘The spark of life‘ from Coca-Cola. More than just words, these slogans communicate a philosophy, a promise that transcends time. It is common to see people repeating advertising phrases even 20 years after they heard it, in fact, I would dare to assure that young people who have not heard a slogan directly, have inherited and adopted the slogan as something cultural.
With the era of social networks and the digital advertising, changed the paradigm. Consumer attention has become more volatile, and is constantly saturated with input. In this ocean of content, one might think that slogans have lost their luster.
But surprisingly, in this digital sea, a good slogan serves as a beacon, guiding consumers to a safe harbor: the brand.
Relevance on different platforms
In today’s digital ecosystem, each platform has its own set of rules, audiences and dynamics, and the role that a slogan plays manifests itself in different ways in each of them. It is crucial for companies to understand and adapt to these differences to maximize the impact and the resonance or acceptance of their messages.
We cannot ignore the power of ‘influencers‘ in this equation. Many of them, consciously or unconsciously, have created their own slogans. Take AuronPlay as an example with its unmistakable: “Hey, what’s up kids! Is everything okay? Everything correct? And I’m glad!” These phrases, repeated over and over, become a trademark, creating an identity and strengthening the connection with your audience. Like commercial brands, these ‘influencers’ demonstrate the power of a good slogan or phrase in building a loyal community.
If we focus on a platform like TikTok, with its fast-paced dynamics and constantly evolving trend culture, presents a unique challenge to the traditional slogan concept. Although on other platforms or media, a slogan seeks to be a constant reminder of the essence of a brand, in TikTok, it is in a race against time. The fleeting nature of trends on this platform can cause a slogan, no matter how powerful, to be relegated to oblivion in a short period of time. It also happens that the line between a slogan and a trend blurs to the point that it passes away sooner than we expected.
In my opinion, the points to keep in mind when creating a slogan in the era of TikTok are the following:
1. Adaptability: In a constantly changing digital environment, slogans must be versatile and ready to adapt to new circumstances.
2. Cultural relevance: It is essential to connect with current topics and conversations that are on everyone’s lips so as not to be left behind on platforms like TikTok.
3. Ease of remembering: Despite being brief, it has to be catchy and stay in the public’s mind.
4. Genuineness: The slogan must be a sincere reflection of what the brand represents, avoiding artificial or forced positions.
Although the way we consume content and engage with brands has evolved, the essence and power of a good tagline remains undisputed.
Via Expansion.com by Dani Casanovas
