" A slogan is an advertising tagline, the soul of a brand, the core values of a product, and the most important part of product branding. Once a slogan is down-to-earth and relatable, its power naturally rises and becomes unstoppable. A slogan is action power, combat power; a good slogan can touch hearts directly and rival a mighty army. " Mao Zedong: "Down with the local tyrants, divide up the land!"; Alibaba: "Make it easy to do business anywhere"; Banu: "Service is not Banu's specialty; tripe and mushroom soup are"; Hanting: "Love cleanliness, stay at Hanting"; Anthony Picture Book Library: "Read good books, be a good person." A slogan should need no explanation; it touches you the moment you hear it, reaching straight to the heart. Of course, in the entire brand building process, the slogan is also the most difficult part. A slogan is a promise from a company or product to the world and the market, and it must be fulfilled. Alibaba, to make it easy to do business anywhere, single-handedly integrated and accelerated the development of China's express delivery industry, built an online payment credit system, and established a business ecosystem based on buyer reviews. Every step was to make it easy to do business anywhere, making transactions more convenient and efficient. However, you cannot just make up slogans for sensationalism or gloss over shortcomings. With today's transparent and advanced information, if you say something but don't deliver, consumers will be angry, and the consequences will be severe—that would be "no zuo no die." A slogan must have a clear selling point appeal. Specifically, a slogan should have a functional appeal. It should clearly tell consumers what your advantage is and what the greatest value you can bring to them is. For example, Nongfu Spring's "A little sweet" tells consumers its advantage is the sweet taste, making it stand out among numerous mineral water brands. Luhua's "Classic 5S pressed first-grade peanut oil" perfectly expresses its value in one sentence. The edible oil market is fiercely competitive, but no one can shake Luhua's dominance in the peanut oil category. "Frequent use of the brain, drink more Six Walnuts" also clearly conveys consumer value and is very impactful. Therefore, the most important part of product branding—the slogan, or advertising tagline—must have a clear value proposition, maximizing the product's value. Advertising slogans should avoid being empty, fake, or grandiose, such as "Virtue carries all things; the good builder walks," "The world is different because of you," "Tastes great," and similar slogans. Wait! Teacher Dou, isn't "Tastes great" a classic advertising slogan? Here, I must remind everyone to clearly understand the business logic behind different companies; you must not be a "straight man." The greatness of companies like Nestlé has little to do with their slogans. Their greatness lies in their strong product power—they brought coffee, once a luxury for the elite, into thousands of households in instant form, allowing ordinary families to enjoy delicious coffee at low prices. With such product power, whether or not they used "Tastes great" or any other slogan, Nestlé would dominate globally. In fact, such empty slogans are all around us. For example, when it comes to food, it's always "freshness you can see, delicious and nutritious." Such appeals are everywhere; anyone can say that—bun sellers, bread sellers, seafood sellers, and even one day I saw a bag seller saying, "My bags are fresh, made from the freshest cowhide." Let Teacher Dou vomit first? Such empty value propositions are unacceptable; people won't feel anything for you, nor will they pay for such value. It's like saying you saw a beautiful woman. Nowadays, beautiful women are everywhere; no one cares. But today Teacher Dou tells you, if you make a slight adjustment, the effect is immediately different. If you say, "That girl's legs are really nice," it immediately changes—many people will pay attention, and what do they pay attention to? They pay attention to the girl's legs. Indeed, they are really nice—white and straight. Word spreads from one to ten, and the power of the value proposition naturally shows. So, never say slogans are useless. It's not that slogans are useless, but that your empty slogans are useless. Once a slogan is useless, the company's brand investment in funds and manpower is wasted. What kind of slogan is valuable? Use plain language, the more colloquial the better. Remember, the core of a slogan or advertising tagline is commercial communication, not culture, not poetry. Don't use flowery words; it must be down-to-earth and expressed in plain language. For example, in the restaurant industry, if you use "nutritious and delicious," it seems mediocre. Look at Xibei: "Order with your eyes closed, every dish is delicious." Isn't that clever? Ordering with your eyes closed and still getting something delicious means every dish at Xibei is tasty. Another example: "Guilin's landscape is the best in the world, and Yangshuo's is the best in Guilin." How powerful is that slogan? People even skip Guilin and go straight to Yangshuo. You see, once a slogan is down-to-earth, its power naturally rises and becomes unstoppable. Of course, some might say that being down-to-earth lacks aesthetic appeal. Brother, we are in business, marketing and selling products, not reciting poetry. As long as it's powerful and easy to spread, that's enough. Look at how many literati have written poems for Hangzhou throughout history, but the most popular and classic line is the most down-to-earth: "Above is heaven, below are Suzhou and Hangzhou." Slogans are commercial communication; they must be down-to-earth, use plain language, and be relatable. Especially in this era of word-of-mouth, for example, when recommending a new phone to your neighbor Lao Wang, you can't say "This phone is extraordinary." When recommending a TV to your colleague Lao Ma, you can't say "This TV is a visual feast." Or when recommending a mattress to your best friend Xiao Wang, would you say "It brings an ultimate experience"? People would think you're either a shill or crazy. Xiaomi is very smart. What slogan does it use? "Xiaomi phones, just fast!" How is the phone? Well, it's fast, and word of mouth spreads. It's easy to say and easy to remember. So, slogans must be down-to-earth; the more down-to-earth, the easier to spread, and the better they reflect product value. Finally, let me emphasize again: in the business context where word-of-mouth reigns, never use empty big words like "visual feast," "extraordinary," "ultimate experience," "exceptional taste," "century-old classic," "fresh," "nutritious," or "delicious." Such slogans were fine in the era when TV was the mainstream media, but now people don't watch TV much, and they certainly won't sit upright to listen to your ads. So, slogans must be down-to-earth; the more down-to-earth, the more marketable, and the more people like them. Source: Sales and Marketing (cnmarket) -END-