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The key to slogans and claims

The effectiveness of advertising slogans has decreased by 40% in the last 20 years, according to a report by the marketing company Kantar Millward Brown. The constant exposure to advertisements in all aspects of our lives has developed a phenomenon known as consumer skepticism, a kind of automatic filter to protect themselves from the overload of stimuli.

"As people have become more sophisticated in their understanding of how advertising works and how brands try to influence their buying decisions, they have adopted a critical attitude toward advertising messages," explains Puromarketing. In fact, the consulting firm Nielsen claims that 53% of consumers believe that most slogans are false or misleading.

Claim and Slogan

What do we mean when we talk about a slogan? It's that short and catchy phrase used to summarize or represent a brand's identity with the aim of creating a lasting and memorable impression in the minds of consumers. For example, Nike's "Just Do It," McDonald's "I'm Lovin' It," and Coca-Cola's "Open Happiness."

Finding a memorable, recognizable, and unique slogan is not easy, and not all companies have one. It usually emerges during the branding or rebranding stage and must be reinforced over time.

However, a more accessible and simple version to implement is the claim: an adaptation of the slogan for a specific campaign or product, capable of conveying all its appeal under the brand's values.

The claim can have a more commercial profile, highlighting the features that differentiate the product from the competition, or it can have an advertising focus, framed in a specific campaign. These are the types of claims:

  • Category: aims to educate users by introducing them to a group of products they may not yet understand or know.
  • Differentiation: presents the reasons why one should choose this product or brand over the competition.
  • Context: covers topics relevant to specific countries, channels, seasons, or current events, anchoring its effectiveness to time and place.

For a slogan or claim to be effective, it must be genuine and relevant to the audience. Authenticity is the crucial factor in gaining the trust of consumers, as audiences have access to an abundant amount of information and product reviews.

"The perception that advertising slogans are persuasive tricks rather than genuine messages has led consumers to be hesitant to believe what they see in advertising," Puromarketing summarizes. Brands face the challenge of building a trusting relationship with their customers and demonstrating that their claims and slogans are backed by reality.