The advertising value of a slogan is multiplied enormously by its multimedia nature. It can be used in a television commercial, a radio spot, a newspaper ad, any number of web advertising devices or splashed across the front of a direct mail piece. It's an impression reinforcement device that is not confined to any particular type of media. It can be heard or read or viewed; it requires neither a picture nor an aural outlet nor a line of type - but it can be reproduced in any of the three.

Advertising slogans were probably born with the first signs on village shops. Certainly in the 19th century in this country, political advertising slogans were in use and widely employed in the florid press of the day. Abraham Lincoln was "Honest Abe," his famous debating opponent, Stephen A. Douglas, was "The Little Giant." By the turn of the century, consumer products were adopting slogans and using them on their packaging and in the advertising of the day. Morton Salt's "When it rains, it pours," in use to this day, was rolled out in 1911. In 1915, Maxwell House Coffee became "Good to the last drop." And in 1917, FTD's forerunner came out with "Say it with flowers."

Timelessness

These last three commercial examples of sloganeering make a critical point about the advertising value of a slogan: a good one never wears out. They continue to reinforce themselves, year after year. Advertising campaigns and advertising firms may come and go, but a slogan can become as much a part of a product's identity as its logo. Coca Cola's "The pause that refreshes" is a phrase that has been elevated to the status of an American colloquialism, even though it stems from 1929 and has been followed by dozens of other Coke slogans. But then, Coca Cola has a history of reinventing itself for no reason; witness the rollout (and roll back in) of Classic Coke. If a slogan doesn't wear on people, then it is not worn out and just continues to multiply its value.

Today's Timeless Touch

At Sassy Slogans, we understand the timeless value of a good slogan. It can provide both a product and a company with an identity. That identity may in turn have its own characteristics: a phenomenon accomplished in a few words that reams of printed ads and hours of electronic advertising would be required to establish. Think of all the purchased airtime, words and pictures Microsoft could have devoted to proclaiming its cutting edge technology - instead they simplified their claim with "Where do you want to go today?"

Sassy Slogans is a company devoted to the power of brevity. We can perceive the value of a good slogan; there's one at the heart of most quality ad campaigns. If you ask us, we'll help you construct a company identity with a slogan you can smile at, enjoy hearing and be proud of. More important, we'll provide you with a lasting business identity.

At Sassy Slogans:

• We understand the value of a few well chosen words.
  
  
• We know how to choose them.
  
  
• We'll find the right ones to wrap around your company.