Creating inspiring brands.

More than a slogan

Here are some Croatian examples of “more than” slogans I have heard lately:

  • “More than a game.” (a lottery company)
  • “More than movement.” (a gas station)
  • “Simply more.” (a daily newspaper)
  • “More than a comfortable flight.” (an airline)
  • “More than a door.” (a door producer)

If you have never heard of these brands before, would you know what exactly they are offering? And what is that “more” they are claiming to be or offer?

If it’s “simply more”, do you get coffee with the newspapers? If it’s “more than a door”, does it open automatically when your dog needs to get out? If it’s “more than a game”, do you get a consolation trip to Portugal if you don’t win the lottery?

These slogans are quite an unsuccessful attempt to communicate differentiation or anything interesting to consumers for that matter. The same slogan would work for their competitor brands. Or sometimes, for any brand – from shoes or digital cameras to restaurants or toothpaste, like the example: “Simply more”.

The fact is that a successful slogan has to carry a simple and memorable message, but it also has to be a call for action or answer the question: what is this brand really about, how is it different from the other brands in the category, what it is promising its consumers.

And if the slogan is fun and witty, it’s a bull’s eye.

Here are some examples:

  • “Nothing but nothing but fruit” (innocent)
  • “Sometimes you feel like a nut, sometimes you don’t.” (Almond Joy)
  • “We try harder.” (Avis)
  • “Think different” (Apple)
  • “Melts in your mouth, not in your hands” (M&M Candies)

So, would you buy a pair of sneakers from a brand communicating “More than sneakers” or from a brand communicating “Just do it”?

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