‘Blunt slogans no longer work’
Coming up with a great slogan is harder to achieve as time goes by, according to expert Helen Edwards.
In an article for Marketing Week, she says: "Agencies don’t make ’em like they used to, because they can’t. Restrictions are everywhere. But increasingly, they are reluctant to make ’em at all, deeming the blunt, enduring slogan out of sync with today’s fluid times."
She says it takes more than a great slogan to make a brand work – something the travel industry understands well.
Thomas Cook brought back the ‘Don’t just book it’ slogan four years after it was ditched in 2013 for no longer being relevant, but having one of the most memorable sayings in UK advertising wasn’t enough to stop it going out of business two years later.
Lisa
Lisa joined Travel Weekly nearly 25 years ago as technology reporter and then sailed around the world for a couple of years as cruise correspondent, before becoming deputy editor. Now freelance, Lisa writes for various print and web publications, edits Corporate Traveller’s client magazine, Gateway, and works on the acclaimed Remembering Wildlife series of photography books, which raise awareness of nature’s most at-risk species and helps to fund their protection.
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