Let's take a look at how these well-known world classic advertising slogans build world-class brands.
Nestle Coffee: It's delicious.
Is the most familiar slogan, but also the favorite slogan.
Simple and meaningful, catchy, because heartfelt words can be blurted out, which is also its classic.
So that when Nestle used huge sums of money to collect new advertising words around the world, it found that there was nothing more classic than this sentence, so it was kept forever.
M&M chocolate: only soluble in the mouth, not in the hands.
This is the inspiration of the famous advertising master bernbach, which is a classic and has been passed down to this day.
It not only embodies mergers and acquisitions; The unique USP of M chocolate sugar-coated packaging implies that M & amp； M chocolate is so delicious that we don't want to hold it in our hands. Stop.
Pepsi: the choice of a new generation
In the competition with Coca-Cola, Pepsi finally found a breakthrough. They found the market from young people, positioned themselves as the new generation cola, invited the super singers that the new generation liked as their brand spokespersons, and finally won the favor of young people.
A slogan clearly conveyed the positioning of the brand, created the market and made great contributions.
Volkswagen Beetle: It's better to think small.
In the 1960s, the American automobile market was dominated by large cars. When Volkswagen's Beetle first entered the United States, there was no market at all. Bernbach once again saved the Volkswagen Beetle and put forward the idea of "think *** all". With the help of advertising, he changed the concept of Americans and made them realize the advantages of small cars.
Since then, Volkswagen's small cars have been firmly in the forefront of the American auto market until Japanese cars entered the American market.
Nike: Just do it.
Nike quickly became the first brand of sporting goods through a series of advertisements with the theme of just do it and the star effect of basketball star Jordan. This slogan is in line with the mentality of the younger generation. Just do it, as long as you are different, as long as you act.
However, with Jordan's retirement and the change of My Dream Come True. Nike's influence is gradually declining.
Nokia: People-oriented Technology
"People-oriented technology" doesn't seem to be first put forward by Nokia, but it shows the meaning of this sentence incisively and vividly. Facts have proved that Nokia's ability to become the first brand in the mobile phone market from a small brand is to respect this concept and truly embody the people-oriented concept from product research and development to talent management. Therefore, this slogan is particularly powerful because it has written content.
De Beers Diamonds: Diamonds last forever, and one lasts forever.
Facts have proved that the classic advertising language is always a combination of rich connotations and beautiful sentences. This slogan of De Beers Diamond not only tells the true value of diamond, but also raises the value of love to a high enough level from another level, making it easy to associate diamond with love. This is indeed the most wonderful feeling.
McBride coffee: Didi is fragrant, but the meaning is still unfinished.
As the second largest coffee brand in the world, Maxwell's advertising language is a language classic.
Unlike Nestle, McBride has a better sensory experience. Although it is not as straightforward as Nestle's, it conforms to the artistic conception when tasting coffee. At the same time, the mellow taste of McBride coffee is closely combined with the inner feelings, which can stand the test.
IBM: a universal solution
When Blue Giant's business is in a trough, this provocative slogan is put forward, not only hoping to become a veritable multinational enterprise, but also hoping to truly become a one-stop solution enterprise for the high-tech electronics field. In the era of e-commerce, IBM is realizing this role and playing the role of e-commerce solution provider.
Kodak: String together every moment of life.
As the world's largest producer of photosensitive materials, Kodak's leading position in film production technology no longer needs to be described in words. Kodak will connect taking photos with a better life and let people remember those happy moments in life, so please use Kodak film, which is exactly what Kodak wants.
Shan Ye Piano: Children who learn piano will not go bad.
This is the most famous advertising language in Taiwan Province Province. It captures the parents' mentality and adopts the strategy of attacking the heart, not talking about the advantages of the piano. But to attract parents from the perspective that learning piano is conducive to children's physical and mental growth.
This is really effective. My parents agree with Yamaha, so buying Yamaha's piano is the next step.
Shan Ye is very clever in this respect.
McBride Coffee: Good things should be shared with good friends.
This is the slogan for Macmillan Coffee to enter the market in Taiwan Province Province. Because Nestle has firmly occupied the market in Taiwan Province Province, and the slogan has been deeply rooted in people's hearts, Macmillan had to start with emotion and combine coffee with friendship, winning the recognition of consumers in Taiwan Province Province, so Macmillan successfully entered the coffee market in Taiwan Province Province.
When people see Macmillan coffee, they will think of the feeling of sharing it with their friends, which is really good.
Remy martin XO: As soon as remy martin opens up, good things will come naturally.
Noble remy martin is not enjoyed by ordinary people, so drinking remy martin XO will definitely have some different feelings, so remy martin gives you a hope that as long as you drink remy martin, something good will happen.
With such auspicious "divination", who doesn't want to drink remy martin?
Deer Whiskey: If you are free, you will be everywhere.
In the advertisement of deer whisky, the guy with deer head always looks graceful, because he often drinks deer whisky, and that feeling is enough to make you envy. Enjoy deer whisky, and you will feel comfortable.
The power of attack is often more effective than accurate description.
Big dove chocolate: creamy and silky.
The reason why it is classic lies in the psychological experience of "silky feeling".
Silk can be used to describe the delicate and smooth feeling of chocolate, with high artistic conception and rich imagination.
Make full use of synaesthesia and bring the power of language into full play.
Coca-Cola: forever Coca-Cola, unique and delicious.
In the carbonated beverage market, Coca-Cola is always a gesture of giving up, as if Coca-Cola is delicious.
Although the slogan of Coca-Cola changes every few years, and many classic theme slogans have been handed down, it still takes the longest time and best represents the spiritual connotation of Coca-Cola.
Haier: Haier, made in China.
Domestic household appliances have always been regarded as cheap and good, and even if they are exported, they are rarely made into domestic brands.
When China's home appliance industry was maturing, Haier decisively played the banner of "Made in China" and enhanced national pride.
As far as advertising language itself is concerned, beauty lies in a "creation", which is concise, powerful and full of confidence.
Changhong: It is our duty to serve the country through industry and revitalize the nation.
Changhong, as a banner of national industry, has great courage and boldness to undertake the responsibility of national prosperity when the color TV industry in China is gradually maturing.
Nowadays, after several price reductions, the market for imported brands has become very small.
This slogan is the spiritual totem of Changhong.
China Unicom: Love is a Chinese knot, and Unicom is universal.
The symbol of Unicom is the image of a Chinese knot, which itself is full of affinity.
Unicom naturally integrates its logo and brand name into the advertising language, achieving harmony and unity from appearance to spirit, which embodies the spiritual concept of the enterprise.
Business communication: technology makes you more relaxed.
Easy-to-use business communication explains what "technology makes you more relaxed".
With the overwhelming advertising, BusinessCom has created a market.
Fiyada: Once you have it, you have no choice.
When people's quality of life reaches a certain level, watches are no longer used for such a single purpose as watching time. Fiyta associates itself with identity with noble quality, which makes people feel more extraordinary temperament and exclusive respect after wearing Fiyta watches.
Li Ning: Keep the beautiful things for yourself.
The best sporting goods in China is probably "Li Ning".
Sporting goods are the world of young people. There is neither a Nike superstar nor an international background of Reebok. Li Ning's "keep the wonderful for yourself" is also in line with the mentality of young people. Who doesn't want to be wonderful?
Master Kong: Delicious and visible.
Taiwan Province brand made a fortune in Chinese mainland. The standard "flowers inside the wall, red outside the wall", an ordinary instant noodle, can make delicious food visible, which is really not easy.
Changyu: legendary quality, a hundred years of Changyu
When imported red wine swarmed into the China market, domestic red wine represented by Changyu was not repelled, but enriched the connotation of wine culture by shaping Changyu's century-old brand image, making a national time-honored enterprise with legendary quality stand firm.
Xinfei refrigerator: Xinfei's advertisement is better than Xinfei refrigerator.
This advertisement caused controversy. Linguistic academics, advertising critics and competitors all joined the discussion, for better or worse. Xinfei has nothing to do with it anyway. Advertising can attract such extensive attention, after all, it is successful, and the popularity of Xinfei has increased.
Confucian wine: Confucian wine makes people homesick.
1995 The most striking thing is the advertisement of Ji Wang's Kongfu family wine, which ingeniously grafted the popularity of Beijingers in new york into their own advertisements. Ji Wang, who became an instant hit, became the biggest memory point, but people also remembered the slogan "Kongfu family wine makes people homesick", which was full of ethical affection of China people.
Runxun Communication: Call on the whole world to respond.
Runxun is an enterprise that pays more attention to brand image building in the communication industry. Their advertisements are always large-scale and big-handed, and the article "Fire Fighting the Governors" is Runxun's masterpiece, which embodies the majestic spirit of the enterprise.
Shanghai Buick: Contemporary Spirit, Contemporary Automobile
Until GM Buick entered China, the history that China could only introduce foreign outdated models ended. GM Buick is the first contemporary model, and both the model and the advertising image reflect the style of contemporary cars. Not containing a drop of water may be the embodiment of Buick's contemporary spirit.