A few years ago, the editors of Advertising Age came up with a ranking of the top slogans of the 20th century. At the top of the list: “Diamonds are forever,” for DeBeers. Others included Nike’s (NKE ) “Just do it,” Coca-Cola’s (KO ) “The pause that refreshes,” and Miller Lite’s “Tastes great, less filling.” These verbal icons are likely to be recognized by almost every American consumer.
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THREE RULES. Rule No. 1 in slogan-making is…
State Farm’s “Like a good neighbor” came in at 70% recognition, that’s pretty good. Personally, I had no idea Coke’s new slogan is ‘Real.’
Aaron Fulkerson 