> Very true. We're trying to put too much information into it. That
> would never work. Slogans are about emotions, not about facts. They
> should invoke certain feeling in reader/watcher/listener attached
> to the rest of message that contains facts. It may also provoke
> curiosity to learn more about product. Watch any commercial for
> examples.
>
> There is also no need for clear, verbose link between the slogan
> and the product (i.e. slogan doesn't need to be descriptive),
> although it may help. But slogans must be distinctive, easy to
> remember and must have strong positive emotional load. The link
> between slogan and product is built in people's mind by
> repetition/exposure to both parts, information/image and slogan.
> Over time this link is strong enough that exposition to slogan
> itself will automatically invoke the rest of message.

Fully agree. The SAP slogan is an example of this.

Also, this discussion helps a lot to build the "link" in our own
collective mind :^)

Paul