Nick Padmore at A List Apart took the 115 greatest slogans and dissected them to see what makes them work. The stats show that all great slogans should:
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1. Be five words in length.
2. Not mention the brand name.
3. Be declarative.
4. Be grammatically complete.
5. Be otherwise standard.
6. Contain alliteration, metaphor, or rhyme.
"
Earlier:
Reenacting Coprorate Slogans
Friday Special: The Inherent Poetry of Advertising
The Beautiful Prose of Annual Reports
