Do creative slogans succeed on their own?

Or are slogans creative because they ring a bell with their owners who …

… make whatever it takes for those creative slogans to succeed?

Many entrepreneurs and service providers entrust others with creating their creative slogan / brand tagline.

Yet, many creative slogans end up forgotten, never leaving the drawing board.

Others don’t last long in the market.

In few minutes, I will explain a NEW method that can help you to create your own creative slogans …

… slogans that will reflect your passion for your business.

This method can also help a copywriter to reach a creative slogan that the client actually likes.

(Kudos to those having to entertain clients impossible to satisfy or please!)

This method will also help you understand why people fall in love with / hate certain slogans, no matter how creative.

Bear with me…

Enter Implicit Egotism – the power behind creative slogans

We – normal people, possess positive associations about ourselves.

(Well, most of us at least).

And so, we prefer things that are connected to the ourselves

(e.g., the letters in one’s name).

In Psychology terms, this is called Implicit Egotism Theory. (Read more about it on Wikipedia)

Implicit egotism influences major life decisions.

implicit egotism claims that most people associate positively with themselves and therefore tend to prefer things connected to themselves.

We are disproportionately likely to marry others whose first or last names resemble our own.

Studies have shown that names have significance and may even be responsible for shaping more life-choices than we would so readily admit.

Why Susie Sells Seashells by the Seashore

Social psychologists Brett W. Pelham, Matthew C. Mirenberg, and John T. Jones studied precisely this issue and published their findings in a 2002 study titled: Why Susie Sells Seashells by the Seashore: Implicit Egotism and Major Life Decisions.

  • They found that there were significantly more Dennises who work as dentists,
  • more Lauras who are lawyers,
  • people with a ‘Saint’ name (Paul, Mark, John) living in a ‘Saint’ city,
  • more roofers whose names start with the letter R,
  • more hardware store owners have names beginning with the letter H,
  • people whose last names start with Cali-, Texa-, Flori-, Illi-, Penny-, Ohi-, Michi-, and Georgi- are more likely to live in the respective states that start with those letter strings…

The theory found that normal people make decisions like where to live, do for living, whom to marry, etc. based on our favoritism towards things that have to do with ourselves — such as our names.

The Implicit Egotism theory explains this as follows:

Our frequent contact with the letters in our name make these letters more fluent.

This – in turn – increases liking.

The more we are exposed to something (a name, song, or even a slogan), we eventually grow to like it, because it becomes more familiar and easy to process.

Therefore, the letters in our names – for example- which we see more often than almost anything else, start to make us feel particularly good.

Creative slogans are memorable. They stay in the consumers’ minds when they buy.

Slogans resonating with consumers will definitely be easier to remember.

Do we consider slogans creative because they resonate with our names?

You tell me.

Go back to your list of creative slogans that you like and check them against your name, city, profession, etc.

You can always check out my list of top 50 slogans for service providers for comparison.

One great example that used to create very creative slogans is Coke campaign.

An example of creative slogans using Implicit Egotism - Share a Coke

An example of creative slogans using Implicit Egotism – Share a Coke.

Coke put over 150 names into many of its markets. (Coke used different names in different markets)

The slogans were all about sharing a Coke with others whose names were printed on the bottles and cans.

Creative slogans capture consumers attention

So far, we have been taking the point of view of service providers looking for some creative slogans.

Using the same theory,

… we can assume that using creative slogans rhyming with customers’ names,

… would have more staying power with those customers.

[Of course, for that to work, you need to have some stats about the prevailing letters in your customers’, cities’, spouses’ names.]

That may also explain why 1-Word slogans tend to fail.

They resonate with lesser number of customers’ names can be one explanation.

Slogans for Service providers in particular (and slogans in general) need to capture the consumer’s attention and produce interest about a certain product / service.

In conclusion, I believe the best creative slogans are those resonating with both sides:

The founder, and workforce,


The customers.

When everyone in the company likes the slogan, most probably they will work together to make it happen.

When customers love your slogan and link to it, they will buy it and advocate for it.

(Goes without saying, you must have a decent product / service to sell, else nothing of the above will work!)

Advertising versus Business Slogans

Business owners must differentiate between the two types of slogans.

Business slogans are the ones creating the brand identity. Those are founder / management centric, and here you need to cater for them more. All while stating the brand promise in a very simply way.

On the other hand, advertising slogans are created for specific marketing purposes, and for a limited amount of time. Those are more consumer-centric and so it may help your marketing strategy to start applying Implicit Egotism from the point of view of your customers and consumers.

Using Implicit Egotism to write creative slogans works because they create a similarity between them and those reading them.

We are psychologically compelled to gravitate towards similar stimuli.

If we find some similarity between us and a slogan, what do you think will happen next?

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