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Arek Dvornechuck
Branding Expert
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A brand's slogan is often much more than just a tagline—it encapsulates a promise, identity, and vision.
A great slogan is usually a short phrase that captures the core values personality, and positioning of a brand.
It provides guidance and inspiration not just for customers, but also for the company itself.
In this article, we'll highlight examples of some of the most famous and effective brand slogans along with an analysis of why they work so well.
Understanding what goes into a first-rate slogan can help any business develop messaging that resonates and sticks in consumers' minds.
We'll cover tips for brainstorming and evaluating potential slogans to find the right fit for your brand story and goals.
Whether you're looking to refine your current slogan or develop a new one from scratch, this guide will walk through strategies for crafting a compelling tagline rooted in purpose.
BTW—I just launched my free AI-powered slogan generator called Tagliner.app
Just as with using free logo makers—I wouldn't recommend using any free slogan makers as well, but if you wanna give it a try—be my guest!
PS. Check out my step-by-step tutorial on YouTube — How To Create A Brand Tagline / Slogan
People often use them as interchangeable synonyms but they don't mean the same.
Larger companies will usually have one tagline e.g. Disney's tagline is “The happiest place on Earth”; and many slogans e.g. Disney's slogans are “Where Dreams Come True”, “I'm going to Disneyland”, “Where the Magic Began” and more.
Taglines
Slogans
In this article let's focus on slogans, or advertising taglines if you wish.
If you're looking for a brand tagline, you should start with developing your brand strategy first.
PS. If you need more than just a slogan, also check out my Brand Story Framework
Nike's "Just do it" slogan, was created 30 years ago by renowned advertising agency Wieden + Kennedy and it's still one of the core components of Nike's brand.
Nike's famous slogan, “Just Do It,” was inspired by the last words of Gary Gilmore, a murderer on death row.
The campaign launched in 1988 has been highly successful ever since, featuring numerous notable athletes in order to attract customers and promote the image of Nike.
Nike slogan—"Just Do It"
Nike created an image of success through the combination of professional athletes and motivational slogans emphasizing sportsmanship and health.
Colin Kaepernick is the new face of the company's new “Just Do It” campaign.
According to the study conducted by researchers from Texas Tech University called “A study of the antecedents of slogan liking” the Nike “Just Do It” was the most recalled slogan of all.
What can we learn from the Nike slogan?
When IBM announced a “Think” slogan, so Apple announced their new campaign in 1997 with its slogan “Think Different” created by advertising agency TBWA.
Craig Tanimoto, art director of TBWA said:
IBM's campaign says “Think IBM” and Apple is very different from IBM, so “Think Different” was an interesting concept and the idea that these words can be attached to some of the world's most different-thinking people.
The “Think Different” campaign was perhaps the most successful advertising campaign of all time.
Apple slogan—“Think Different”.
Apple went so audacious and perhaps preposterous by placing great minds and achievers next to the Apple logo: Albert Einstein, Muhammad Ali, Gandhi, Bob Dylan, and Amelia Earheart.
The “Think different” slogan was introduced in the “The crazy ones” commercial which played a pivotal role in helping Apple achieve one of the greatest corporate turnarounds in business history.
When the “Think Different” campaign launched, Apple immediately felt the boost despite having no significant new products and changed people's perception of Apple products just being some “toys”.
Here are a couple of great things about the slogan:
If you associate with higher qualities (courage, imagination, creation), your ads will be far more evergreen.
People will attack you for your audacity, but at least you're promoting great role models.
The tagline was so good that Apple found different ways to revive it throughout its marketing campaigns over the years.
Makeup is a controversial issue because women who wear makeup are criticized for being fake and not respecting their natural beauty.
Society criticizes them when they spend more money on high-quality makeup.
“Because I'm Worth It” was on message in 1973, and today we know that an astonishing 80% of women recognize and respond to this positive phrase and powerful sentiment.
L'Oreal found a simple way to convince women they are not doing anything wrong when buying and applying makeup.
Loreal slogan—“Because you're worth it”
Written in 1973 when a social revolution and a new spirit of feminism were in full swing, it seems clear that the phrase could only have been written by a woman.
In its essence, this is actually a feminist phrase.
Ilon Specht was a copywriter with McCann Erickson back in 1973. She was thought of as original, unconventional, creative, and independent. Fortunately, she worked on the L'Oréal account!
No one has the right to criticize a woman for something she wants and loves to do.
This became a legendary phrase through a campaign that involved powerful women as brand ambassadors. Jane Fonda and Freida Pinto – enough said.
KFC's most famous slogan "It's Finger Lickin' Good" was created by KFC's advertising agency in the 1950s and has been used on and off by the company ever since.
The idea is that after eating KFC chicken, you'll want to lick your fingers to savor every last morsel because it tastes so good.
It just shows that when a slogan is really good, trends can do nothing against it.
KFC slogan—“It's finger lickin' good”.
The philosophy behind slogans hasn't changed. Just make it simple and catchy, and you'll be good for decades.
Why does “Finger Lickin' Good” work?
Coca-Cola is fortunate to have had some of the greatest creative talent in advertising work on their marketing and “Open Happiness” (2009) campaigns featured some of the best slogans the company has ever produced.
During a time of economic downturn, Coca-Cola wanted America to “Open Happiness” with its new tagline.
When defining happiness, Coca-Cola believes the quest for true happiness is not a quest, but a choice.
Coca-Cola slogan—“Open Happiness”
Open Happiness was the longest used slogan in the history of the company.
Marketing for The Coca-Cola Company based on the Open Happiness theme also appeared in the United States as print ads in newspapers, television commercials, outdoor advertising, and in-store advertising.
This slogan doesn't talk about how Coke tastes, looks, or smells – but it does leave an impression!
What's good about the “Open Happiness” slogan?
See more Coca-Cola advertising slogans.
In 2006, Dunkin' Donuts launched the most significant repositioning effort in the company's history, its multi-million dollar advertising campaign under the tagline “America Runs on Dunkin.”
The “America Runs on Dunkin'” is a fun and quirky celebration of life, showing Americans embracing their work.
The campaign revolves around Dunkin' Donuts coffee keeping busy Americans fueled while they are on the go.
Dunkin Donuts slogan—"America runs on Dunkin'”
This slogan connects emotionally with the hard-working cross-section of Americans who keep this country running every day—From the construction workers to the lawyers and so forth.
The slogan appears on all products from coffee cups to napkins.
Referring to Dunkin Donuts as just “Dunkin” is manifested in the 2018 rebrand in which “Dunkin'” drops the “Donut” part of its name.
Dunkin' Donuts has been on a first-name basis with its fans long before the introduction of its iconic tagline, “America Runs on Dunkin”.
Read more about this campaign on the official Dunkin' website
In 2003, Justin Timberlake helped launch the new McDonald's marketing campaign tied around the slogan “I'm Lovin' It”.
McDonald's food might not be your healthiest choice, but being healthy isn't the benefit McDonald's is promising – it's that you'll love the taste of it.
"The phrase ‘I'm lovin' it is becoming part of the language,” said Larry Light, executive vice president and global chief marketing officer at McDonald's, according to The New York Times
McDonald's slogan—“I'm lovin' it”
The slogan has gone on to become by far the longest-running McDonald's slogan in history and still stands strong today being a great example of a tagline that resonates with the brand's target audience.
How did McDonald's come up with the slogan?
McDonald's held a competition between 14 international ad agencies, including the industry's largest, but the winning firm is a small studio called Heye & Partner from Germany.
The idea was “ich liebe es,” which translates to “I love it.” of course accompanied by the “ba da ba ba ba I'm loving it”
McDonald's debuted its campaign in Germany in recognition of the agency's role and then rolled out the English version in the US, UK, and Australia.
McDonald's continues to have the “I'm lovin' it” slogan appear on almost all of its product packaging.
It has made no major announcement that the company will use any other slogan exclusively in place of this one any time in the near future according to Wikipedia
Adidas was founded in 1924 by Adi Dassler in his mother’s wash kitchen with the goal of providing athletes with the best possible equipment.
Reportedly, The brand came up with the “Impossible is Nothing,” derived from Muhammad Ali’s quotation.
The slogan communicates the idea that with dedication and hard work, one can overcome challenges that may seem impossible or unattainable.
This slogan also promotes the role of Adidas products in helping athletes defy limitations.
Adidas - “Impossible is Nothing”
The campaign was launched in 2004, conceived by an ad agency 180LA.
It was Adidas’ first global brand campaign, rolling out across TV, print, outdoor, digital, and events.
The TV ads featured 37 different personalities and athletes, including David Beckham, Laila Ali, Muhammad Ali, Kevin Garnett, Tracy McGrady, Morocco’s Hicham El Guerrouj, and Cuba’s Alberto Juantorena.
"Impossible is Nothing" won a number of advertising awards, including a Cannes Lions Grand Prix award in 2006.
According to Erich Stamminger, the President of Adidas America, "Impossible is nothing" is the concept behind the brand positioning "forever sport" which clearly and emotionally communicates Adidas' passion for sport."
It is considered one of Adidas' most successful and influential marketing campaigns of all time.
What's good about the “Impossible is Nothing” slogan?
The campaign slogan remains in use by Adidas today, though not as prominently as during its initial launch and height of popularity.
BMW was founded in March 1916 and its famous slogan "The Ultimate Driving Machine" was first introduced in 1974.
Bob Luts, the former Executive Vice President of Global Sales Marketing teamed up with ad agency Ammirati and Puris to create their slogan.
The slogan conveys BMW's positioning as the premier automotive brand for driving enthusiasts seeking an exceptional driving experience.
The phrase aligned well with BMW's focus on engineering excellence and driving performance.
BMW - "The Ultimate Driving Machine"
The slogan was first used in 1974 print ads for the BMW 2002 series in the US.
It was written by Harvey Hopkins of Ammirati & Puris advertising agency.
By the 1980s, the slogan was appearing in 90% of BMW's communications in North America.
In 1991, BMW made it their global brand slogan and integrated it into advertising worldwide.
Over the decades, "The Ultimate Driving Machine" has appeared on BMW TV commercials, print ads, billboards, websites, social media, and across dealerships.
In a 2006 survey, the slogan was rated as the most influential tagline of all time by consumers.
The slogan conveys BMW's positioning as the premier automotive brand for driving enthusiasts seeking an exceptional driving experience.
It remains in active use by BMW today, incorporated across its branding and marketing materials in every market globally.
Walt Disney first used the phrase "The Happiest Place on Earth" in July 1955 to describe the soon-to-open Disneyland park in California.
"Happiest Place on Earth" communicates Disney's ability to make both children and adults happy through rides, characters, shows, and theming.
Walt Disney himself coined the timeless slogan to capture the joyful, magical spirit of Disneyland, and it continues to be used widely as an emblem of Disney's theme park brand worldwide.
Disney - "The Happiest Place on Earth"
Disney referred to Disneyland in various speeches and press materials leading up to the park's opening using the "Happiest Place" phrasing.
The slogan conveys the sense of joy, excitement, and wonder that guests experience at Disney's fantasy-filled theme parks.
It appeared on billboards, print ads, and radio commercials leading up to Disneyland's opening on July 17, 1955.
"The Happiest Place on Earth" was trademarked by Disney in the 1960s along with another slogan "The Magic Kingdom."
In 1987, "The Happiest Celebration on Earth" was used for the Disneyland Resort's 50th anniversary.
During Disney's 100 Years of Magic celebration in 2001, "100 Years of Magic" was incorporated with the slogan.
Disney sells merchandise like t-shirts and souvenirs featuring the iconic slogan.
A version of the slogan remains prominently displayed on signs at the entrance to all Disney theme park resorts worldwide.
Check out other noteworthy taglines and slogans of Disneyland.
Burger King hired advertising agency Wells Rich Greene to help rebrand and position the company against McDonald's.
The agency proposed focusing on customization with the slogan "Have It Your Way" to highlight BK's menu flexibility.
The slogan communicates customers can customize their food made to order with options to accommodate preferences.
"Have It Your Way" first debuted in BK ads in 1974.
Burger King - "Have It Your Way"
The slogan first appeared in print and TV advertising in 1974 when BK introduced the first mass-produced flame-broiling cooking system.
It implies customers are in control and can get their burgers, toppings, and preparation style tailored to individual tastes.
Burger King had slogans "Your Way Right Away" (1980s) and "It Just Tastes Better" (1990s) but reverted to "Have It Your Way".
In 1999, online customization ordering was launched as "Have It Your Way" on BK's website.
Burger King registered the slogan "Have It Your Way" as a US trademark in 1976.
BK released a "Keep It Your Way" campaign in 2010 referencing the iconic slogan.
The tagline continues to appear on Burger King ads, menus, packaging, merchandise, and social media worldwide.
"Have It Your Way" has been Burger King's defining slogan for over 45 years, helping drive major growth periods while emphasizing BK's customizable offerings.
Toyota worked with the agency Saatchi & Saatchi to adopt "Let's Go Places" as a new slogan to replace 'Moving Forward."
The slogan is meant to evoke a sense of excitement, adventure and optimism about the experiences Toyota vehicles can enable.
The "Let's Go Places" slogan debuted in Toyota advertising starting in 2012.
Toyota - "Let's Go Places"
The first TV ad featuring the new slogan premiered in 2012 highlighting Toyota's mobility role.
Toyota rolled out "Let's Go Places" as an integrated campaign across TV, print, digital media, owner events, and more.
Toyota also has created specific campaigns centered on "Let's Go Places" such as the Olympics and Paralympics sponsorship tagged "Mobility for All".
They spent $1 billion on marketing in 2012 supporting the new "Let's Go Places" platform.
The slogan suggests Toyota vehicles are dependable, versatile vehicles that empower people to fully embrace life's journeys and wherever they want to go.
The upbeat, experiential slogan reflects Toyota's brand identity as a mobility enabler.
"Let's Go Places" remains an active part of Toyota's international branding and marketing today.
It conveys a more lifestyle-focused, aspirational tone for Toyota compared to previous taglines.
In 2007, Walmart was seeking a new slogan to refine its branding and messaging as the company expanded globally.
"Save Money. Live Better" was developed by Walmart's advertising agency GSD&M.
The slogan conveys Walmart's promise of providing customers savings on a wide range of products so they have more money to spend on other aspects of life.
The succinct "Save Money. Live Better." slogan emerged from this process and made its debut in 2008.
Walmart - "Save Money. Live Better."
The slogan was taken from Sam Walton's speech...
"If we can, we’ll lower the cost of living for everyone, not just in America but we’ll give the world an opportunity to see what it’s like to save and have a better lifestyle and a better life… a better life for all."
"Save Money. Live Better" replaced Walmart's decade-old "Always Low Prices. Always" slogan in 2008.
The first national TV ad promoting the new slogan aired in January 2009.
Versions of the slogan have appeared in international Walmart ads tailored for different languages and cultures.
Various campaigns have adapted the slogan like "Save Heaps. Live Happier" for holiday sales.
The slogan remains prominent across Walmart's websites, social media, print ads, in-store signage, and TV commercials.
It has continued to serve as Walmart's central messaging platform for over a decade since its first launch.
FedEx was founded in 1971 and its iconic slogan "When It Absolutely, Positively Has to Be There Overnight" was created in 1978 by ad agency Ally & Gargano for FedEx's new overnight delivery service.
The slogan emphasizes the urgency and importance of FedEx delivering critical items overnight.
The slogan debuted in FedEx's advertising when its overnight service launched.
FedEx - "When It Absolutely, Positively Has to Be There Overnight"
FedEx founder Fred Smith is credited with originating the "Absolutely, Positively" part of the slogan.
"Absolutely, Positively" conveys certainty and assurance that FedEx will meet the vital overnight deadline.
It positioned FedEx as a reliable choice for time-sensitive shipments that must reach their destination by the next day.
FedEx began heavily advertising the slogan on TV and radio in 1980.
The slogan was inducted into the Advertising Hall of Fame in 2011.
Variations like "Absolutely. Positively. FedEx." have also been used over the years.
FedEx registered "Absolutely, positively overnight" as a service mark in the 1980s.
The slogan remains an iconic part of FedEx's brand identity, though is used less prominently today.
It was central to establishing FedEx as a powerhouse and leader in time-definite delivery services.
What makes "When It Absolutely, Positively Has to Be There Overnight" effective?
Mastercard hired advertising agency McCann-Erickson to develop a new slogan and overarching creative approach.
The agency came up with "There are some things money can't buy. For everything else, there's MasterCard."
The slogan positions Mastercard as going beyond transactions to enhance priceless moments.
The slogan debuted in Mastercard's Priceless advertising campaign in 1997.
MasterCard - "There are some things money can't buy. For everything else, there's MasterCard."
The slogan is composed of two parts...
The first part implies that true happiness and fulfillment come from things beyond material goods.
The second part suggests Mastercard enables experiences and conveniences that enrich your life.
Mastercard centered its entire branding on the "Priceless" campaign and slogan starting in 1997.
Various iterations and spinoffs are used, like "Priceless Surprises" or "Priceless Causes".
Over 400 different TV ads featuring the slogan aired from 1997 to 2016.
Versions of the ads with the slogan have appeared in 97 countries and 43 languages.
Research found 90% of consumers correctly associated the slogan with Mastercard.
In 2006, an advertising research firm named it the most effective campaign of all time.
The slogan remains a central part of Mastercard’s branding and marketing today.
What are the key strengths of Mastercard's slogan?
Mastercard's famous slogan succeeds through various thoughtful points, which perfectly capture the essence of Mastercard's identity and brand promise.
There you have it, 15 of the most influential, iconic, and effective brand slogans of all time.
A brand's slogan plays a significant role in showcasing its identity and promise.
An effective slogan not only differentiates but also builds an emotional connection with consumers.
If you are thinking of developing one, it is essential for you to have guidelines to achieve what suits your brand, its identity, and its goals.
In this section, I have listed some tips that might help you create your own slogan or tagline.
When you go through the top 15 brand slogans I listed above, you'll notice a few elements they have together.
They are all good in their unique ways, but there are mutual characteristics that helped me come up with tips that really work.
Slogans should never be longer than a sentence, anything longer will become jumbled and ultimately forgettable.
It's best to stick to a brief, catchy line.
When you check the list above, you'll notice that most slogans stick to that pattern.
Apple's “Think Different” was similar to IBM's “Think,” but the slogan was created with one goal in mind: to set this brand apart from the main and all other competitors.
The main purpose of a good slogan is to make your brand memorable.
When people see it or hear it, they should think of your products and the company itself. It's the effect that Nike's “Just Do It” has.
If you have an advantage over your competitors, or if your product or service has a unique benefit, you need to use it e.g. as McDonald's did with the "I'm lovin' it" slogan - it's not the most healthy choice, but it's so tasty!
Isolate one key area of your business, and find a way to integrate it into the slogan.
Slogans are the first impressions for many potential consumers, so it absolutely needs to stress the company's worth. Another great example is the KFC - "It's finger lickin' good" slogan.
Oftentimes, winning slogans will explain a company's dedication to its customers or a higher purpose like Dunkin' Donut's did with the "America runs on Dunkin'" slogan
If don't have a unique product, sell the public on trust and customer care.
Slogans devoted to customer service, especially ones that guarantee quality and satisfaction even if it's at the company's expense, play extremely well with the public.
Think about your target audience and the problems they face. A perfect example is the L'Oréal - "Because you're worth it" slogan that connects with the product users (women) and makes them feel good about themselves.
Connect with the target audience on an emotional level.
Make it about them (not you), think about what they feel and how can you're product make them feel appreciated.
You have to always think positively and focus your slogan on something positive. Think about what all people want. - They want to be happy!
Paint the bright side of life in a customer's mind.
Coca-Cola is not healthy and none of the sodas are, but they don't combat that fact. They rather focus on positive emotions, happiness, smiles, and laughs and connect them to the brand.
If you and your team go through a brainstorming session and don't come up with a good slogan, this is the first thing you should do: repeat it tomorrow. If you still can't make it work, maybe it's time to hire a branding consultant
Branding experts are the least risky option.
The best part is that branding experts are a very affordable option if you run a startup or a small company.
Many brands don't have a slogan.
But if you're just launching your startup or a new marketing campaign slogan can only do you well, but it has to be great!
The brand design is important, but it's equally important to give the brand a voice.
Recently I created a slogan for my client, a startup company Carwao - "Have a WOW car-buying experience".
If you want to learn how to come up with your brand slogan (or tagline) like a pro — check out the Brand Tagline exercise.
Watch my tutorial on how to come up with dozens of slogan ideas.
In my new and practical guide to Brand Strategy I walk you through step-by-step brand tagline creation process.
Please note that I don't recommend using any free slogan makers, but if you wanna give it a try, be my guest.
Are you looking to hire for your slogan creation? — Start a project here.
Are you going to create a slogan for your company? — Leave a comment below.
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I'm a branding expert and graphic designer based in NY. I specialize in the development of brands: brand strategy, identity & web design. Need help with your project?—Get in touch
