Ipsos’ research paints a damning picture: 81% of slogans are almost entirely forgettable. But that doesn’t mean the art of distinctive copywriting itself is dead. A timeless truth has simply been forgotten; great lines build a connection over time and bad lines never make a connection at all.
A distinctive slogan, used consistently, can embed itself into our culture and conscious, creating an incredibly strong asset and mental link to the brand. And in a sea of generic, forgettable, transient claims — the opportunity to stand out is there for the taking.