
Volkswagen Group Africa continues creative partnership with Ogilvy
Ogilvy presented a “unique partner model” during an 11-month pitch process involving 15-plus agencies and multiple rounds of presentations.
BRAND SLOGANS
By our News Team | 2023
Research team identifies five linguistic properties that have opposing effects on whether a slogan is liked or remembered.
A new study by two US universities – Missouri and Arizona – has uncovered the word properties that make slogans effective. The researchers found that the attributes that make a slogan easier to process lead to it being more likable but less memorable, and vice versa.
The work has been published in the peer-reviewed Journal of Consumer Research.
Photo courtesy of Pixabay
Previous research has recommended that slogans should be creative or capture the soul of the brand. But the authors found that people preferred slogans that are shorter, omit the brand name, and use words that are linguistically frequent and abstract.
In contrast, slogans are less liked, but better remembered, if they are long, include the brand name, and feature unusual and concrete words.
The paper, co-authored by Professor Zachary Estes, sheds light on the trade-offs that brands face when crafting a new slogan. It also offers marketers practical advice on choosing appropriate words, as well as guidance on how to write slogans that are either likable or memorable, in line with their strategic goals.
The researchers identified five linguistic properties that had opposing effects on whether a slogan was liked and remembered: length, brand name, word frequency, perceptual distinctiveness, and abstractness.
Longer slogans are easier to remember
Slogans that were longer and included the brand name were more frequently remembered but liked less. Conversely, slogans that included words that are more frequently used and abstract were better liked, but less well remembered.
This is because consumers fixate less often, and for less time, on slogan words that are frequently used and more abstract. As a result, when consumers come across fluent slogans, they are more likely to ‘like’ and click on the ads, but remember them less accurately.
As a result, the authors suggest that brands which need to gain recognition may consider using words that are difficult to process (i.e., rare and concrete words) while established brands may want to use words that are easy to process, (i.e., those that are common and abstract).
“Brands spend a lot of time and money creating and communicating slogans that consumers will like and remember,” says Professor Estes.
” For instance, BMW could make its slogan easier to remember by changing it from ‘The ultimate driving machine’ to ‘BMW is the peak driving machine’, but that would also make it harder to like. In fact, our research can be viewed as the ultimate slogan machine, and we hope that it will help marketers choose the best words for their brand.”
You can read more about the research here.
Ogilvy presented a “unique partner model” during an 11-month pitch process involving 15-plus agencies and multiple rounds of presentations.
Nigeria reportedly has less than 4% of its cold chain capacity requirement. Much of Africa faces a similar challenge.
The latest issue of Strategic Marketing for Africa, the magazine for deep-thinking African marketing professionals, is now available.
As African commercial aviation expands, Marketing 5.0 has a vital role to play in enhancing operational efficiencies and customer service.
Researchers find that the location of sales interactions may be just as important as crafting a clever sales pitch.
CM(A) is a high-level pan-African professional designation awarded to senior marketers in recognition of their experiences and skills.
Travel industry marketers and content creators now have data-backed info on how to act, express emotion, or place products in a video.
Strong and varied speaker lineup explores into this year’s theme of ‘Resilience and Growth Through Sustainable Marketing’.
Formula milk companies must ‘stop presenting incomplete scientific evidence and inferring unsupported health outcomes’ say WHO and UNICEF.
Experienced marketer moves up from her previous position as Head of Brand and Communications for the company.
Annual CMO Breakfast in Kampala hears that achieving success in the boardroom requires depth and an understanding of your ‘kingdom’.
Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.
Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.
Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.