Slogan is an ancient Gaelic word. It means, or at least it meant, battle cry.
When medieval Scotsmen were charging their enemies in remote and warlike glens, they would shout the name of their clan or their chieftain again and again and again. “Campbell! Campbell! Campbell!” or “McDonald! McDonald! McDonald!”
These days, in the battles of global corporations, there’s slightly less killing, and certainly fewer kilts. But otherwise it’s pretty much the same clamoring to be heard above the competitive fray.
Imagine an army of Apple employees, brandishing iPhone 6s and bellowing “Bigger than bigger!” as they storm a counterattacking legion of Samsung smartphone reps wielding Galaxy S5s and urging one another onward with “The next big thing is here!”
A slogan, a good one at least, is at the heart of a company. It doesn’t just face outward to the consumer, but inward to the employees. One sentence becomes the company identity, the corporate motto and the battle cry. So it had better be a cracking good sentence.
Click here for ‘Rhetorical Reasons That Slogans Stick’ by Mark Forsyth, which I found a very entertaining read!