{"id":27401361,"date":"2026-10-21T19:39:44","date_gmt":"2026-10-21T17:39:44","guid":{"rendered":"https:\/\/www.digiaccion.com\/?p=27401361"},"modified":"2026-10-21T19:49:38","modified_gmt":"2026-10-21T17:49:38","slug":"slogan","status":"publish","type":"post","link":"https:\/\/www.digiaccion.com\/en\/slogan\/","title":{"rendered":"How to Create the Perfect Slogan for Your Brand in 2027 (+60 Famous Examples)"},"content":{"rendered":"\n<div id=\"dga\" class=\"wp-block-group dga is-layout-flow wp-block-group-is-layout-flow\">\n<link rel=\"stylesheet\" id=\"dga-css\" href=\"https:\/\/www.digiaccion.com\/wp-content\/uploads\/digiaccion-articulos\/articulos.css?v=1\">\n\n\n\n<p class=\"up wp-block-paragraph\">53 min read<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A slogan is the line from your brand that customers will read more often than any other: on your website, on the side of your van, in your email signature, at the end of every video and under your logo. And yet it usually gets written in ten minutes, the afternoon before the logo goes to the printer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That's how you end up with lines like \u201cQuality you can trust,\u201d \u201cYour health is our priority\u201d or \u201cPassion for what we do.\u201d They don't fail because they're short or simple. They fail because any of your competitors could sign them, and that makes them invisible.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This guide is the method I'd follow today to create a brand slogan: from positioning to customer testing to checking the trademark registers, whether that's the USPTO in the United States, the EUIPO in the European Union, the OEPM in Spain or the trademark office of Andorra. With templates, AI prompts and a simple way to tell whether what ChatGPT gives you is any good or just noise.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I also answer something almost nobody explains: <strong>which slogans people like, which ones they remember and which ones sell<\/strong>, because they aren't the same. And at the end you'll find 62 famous slogans from Spain, the United States, the rest of the world and Andorra, grouped by type and checked one by one. If you're working on a school assignment, the definition, the types and the examples will help you too.<\/p>\n\n\n\n<div class=\"wp-block-group tl is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"lb wp-block-paragraph\">In 30 seconds<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>A slogan is a short line that sums up what a brand promises<\/strong> and stays with it for years. It isn't the name, the logo or the full value proposition: it's the memorable version of it.<\/li>\n\n<li><strong>The ones that work do six things:<\/strong> they're understood at first glance, promise a benefit, sound good, stick in memory, are true and couldn't be signed by your competitors.<\/li>\n\n<li><strong>Remembering isn't the same as liking:<\/strong> according to academic research, recall depends mostly on years of use and media spend; liking depends on clarity, benefit and creativity.<\/li>\n\n<li><strong>The method has six steps:<\/strong> positioning, one benefit, a brainstorm of 30-50 options, a filter, customer testing and a trademark check.<\/li>\n\n<li><strong>AI is for generating options, not for choosing.<\/strong> If the line it gives you could belong to any company in your industry, drop it.<\/li>\n\n<li><strong>Before you print it, search for it:<\/strong> in the USPTO's Trademark Search if you sell in the US, in TMview and the OEPM's database for Europe and Spain, and in the OMPA's Registre de Marques if you sell in Andorra. You can register it as a trademark if it's distinctive.<\/li>\n<\/ul>\n<\/div>\n\n\n\n<nav class=\"wp-block-group toc is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"lb wp-block-paragraph\">In this article<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><a href=\"#que-es\">What a slogan is<\/a><\/li>\n\n<li><a href=\"#diferencias\">Slogan, tagline, motto, claim and value proposition<\/a><\/li>\n\n<li><a href=\"#para-que\">What a slogan is for, and when you don't need one<\/a><\/li>\n\n<li><a href=\"#claves\">What makes a good slogan<\/a><\/li>\n\n<li><a href=\"#tipos\">Types of slogans<\/a><\/li>\n\n<li><a href=\"#metodo\">How to create a slogan for your business<\/a><\/li>\n\n<li><a href=\"#paso-1\">Step 1: positioning<\/a><\/li>\n\n<li><a href=\"#paso-2\">Step 2: one single benefit<\/a><\/li>\n\n<li><a href=\"#paso-3\">Step 3: brainstorm, templates and AI prompts<\/a><\/li>\n\n<li><a href=\"#paso-4\">Step 4: the filter<\/a><\/li>\n\n<li><a href=\"#paso-5\">Step 5: customer testing<\/a><\/li>\n\n<li><a href=\"#paso-6\">Step 6: check and trademark your slogan<\/a><\/li>\n\n<li><a href=\"#donde-usarlo\">Where to use your slogan<\/a><\/li>\n\n<li><a href=\"#errores\">Common mistakes<\/a><\/li>\n\n<li><a href=\"#ejemplos\">Famous slogans: 62 examples<\/a><\/li>\n\n<li><a href=\"#sectores\">Slogan ideas for businesses<\/a><\/li>\n\n<li><a href=\"#resumen\">Summary: the 6 steps<\/a><\/li>\n\n<li><a href=\"#ejemplo\">Full example<\/a><\/li>\n\n<li><a href=\"#no-haria\">What I wouldn't do<\/a><\/li>\n\n<li><a href=\"#faq\">FAQ<\/a><\/li>\n<\/ol>\n<\/nav>\n\n\n\n<p class=\"k wp-block-paragraph\">Definition<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"que-es\">What is a slogan? Definition and meaning<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A slogan is a short, easy-to-remember phrase that sums up what a brand promises or stands for, and that goes with it in its advertising, on its website and across its communication for years. Its job is simple: when someone thinks about what you sell, the line reminds them why they should choose you.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Collins English Dictionary defines a slogan as \u201ca short phrase that is easy to remember,\u201d used in advertising and by political parties and other organizations that want people to remember what they're saying or selling. In everyday use it overlaps with tagline, motto and catchphrase, although, as you'll see below, they aren't quite the same thing. The word itself comes from Scottish Gaelic <em>sluagh-ghairm<\/em>: \u201cbattle cry.\u201d Not a bad clue. A good slogan is exactly that: the line your team and your customers can repeat.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Where does the word slogan come from?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">From Scottish Gaelic <em>sluagh-ghairm<\/em>, \u201cbattle cry,\u201d the shout Highland clans used to rally their people; Wiktionary traces it back to Old Irish <em>sl\u00f3g<\/em>, \u201carmy\u201d or \u201ccrowd.\u201d Over the centuries the word moved from war to politics and then to advertising. Spanish borrowed it as <strong>eslogan<\/strong>, with no accent mark and the plural <em>esl\u00f3ganes<\/em>, the form listed by the RAE dictionary. Catalan writes it <strong>esl\u00f2gan<\/strong>, as recorded by the Institut d'Estudis Catalans. Worth knowing if your brand also speaks to customers in Spain or Andorra.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What is an advertising slogan?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">It's a slogan created for a specific campaign, and it can last weeks or years, while a brand slogan stays next to the logo for good. Sometimes one turns into the other: Nike's \u201cJust Do It\u201d was born in a campaign and ended up as the brand's signature line. You don't change your brand slogan every season; your campaign slogan, you do.<\/p>\n\n\n\n<p class=\"k wp-block-paragraph\">Comparison<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"diferencias\">Slogan vs. tagline, motto, claim and value proposition: what's the difference?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">They're different pieces of the same message, and mixing them up is behind a lot of weak slogans. The value proposition explains; the slogan sums up; the tagline signs off next to the logo; the campaign line (what Spanish agencies call a claim) closes an ad, and the motto looks inward. There's no official definition covering all of them: this is the distinction we use at the agency.<\/p>\n\n\n\n<figure class=\"wp-block-table tb\"><table><thead><tr><th>Piece<\/th><th>What it is<\/th><th>Where it's used<\/th><th>How long it lasts<\/th><th>Example<\/th><\/tr><\/thead><tbody><tr><td>Value proposition<\/td><td>The full argument for choosing you: who you help, with what problem and what sets you apart<\/td><td>Website, presentations, sales proposals<\/td><td>As long as your positioning lasts<\/td><td>\u201cPhysical therapy for runners: a gait analysis on your first visit and a written plan to get you back to training\u201d (made up)<\/td><\/tr><tr><td>Slogan<\/td><td>The short, memorable line that condenses that proposition<\/td><td>Advertising, website, social media, signage<\/td><td>Years<\/td><td>\u201cRed Bull gives you wings\u201d<\/td><\/tr><tr><td>Tagline<\/td><td>The slogan fixed next to the logo as the brand's official sign-off (in the UK, often called a strapline)<\/td><td>Logo, end of ads, stationery<\/td><td>Years or decades<\/td><td>\u201cThe Ultimate Driving Machine,\u201d BMW<\/td><\/tr><tr><td>Claim (campaign line)<\/td><td>In Spanish agencies, the line that closes an ad or a campaign; it's often used as a synonym for slogan<\/td><td>End of the TV spot, poster, campaign landing page<\/td><td>As long as the campaign or platform lasts<\/td><td>\u201cCon mucho acento\u201d (\u201cwith a strong accent\u201d), Cruzcampo<\/td><\/tr><tr><td>Motto<\/td><td>A phrase that expresses a principle or a way of acting: it's about who you are, not what you sell<\/td><td>Internal culture, coats of arms, institutions<\/td><td>Very stable<\/td><td>\u201cVirtus unita fortior,\u201d the motto on Andorra's coat of arms<\/td><\/tr><tr><td>Descriptor<\/td><td>What you do, said plainly<\/td><td>Under the name, in search engines and business listings<\/td><td>As long as you keep doing the same thing<\/td><td>\u201cDental clinic in Escaldes-Engordany\u201d (made up)<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"cap wp-block-paragraph\">Not an official classification: in the industry, \u201cclaim,\u201d \u201ctagline\u201d and \u201cslogan\u201d are often used as synonyms.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What is a tagline?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A tagline is the line that sits next to a brand's logo as its permanent sign-off, like BMW's \u201cThe Ultimate Driving Machine.\u201d In American marketing it's often used as a synonym for slogan; in the UK it's usually called a strapline. The useful difference is duration: a campaign line lives as long as the campaign, while a tagline stays next to the logo for years. Spanish agencies call that campaign line a claim: \u201cCon mucho acento\u201d is Cruzcampo's claim; \u201cJust Do It\u201d is already Nike's tagline.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What is a motto, and how is it different from a slogan?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A motto is a phrase that expresses a principle or a way of acting, and it looks inward: it isn't trying to sell. Think of \u201cVirtus unita fortior,\u201d the motto on Andorra's coat of arms (\u201cstrength united is stronger\u201d), or \u201cUnited in diversity,\u201d the motto of the European Union. A slogan, on the other hand, looks outward and sells. In Spanish and Catalan, a motto is a <em>lema<\/em>.<\/p>\n\n\n\n<p class=\"k wp-block-paragraph\">Purpose<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"para-que\">What is a slogan for? (And when you don't need one)<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A slogan helps your brand own an idea in the customer's mind and makes everything you publish push in the same direction. But not every business needs one from day one, and a bad one takes away more than it adds.<\/p>\n\n\n\n<div class=\"wp-block-group gr is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group cr ic i-target is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"ct wp-block-paragraph\">It positions you<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It says which idea you want to own against your competitors.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group cr ic i-star is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"ct wp-block-paragraph\">It gets remembered<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A line repeated for years ends up stuck to the name.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group cr ic i-layers is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"ct wp-block-paragraph\">It unifies your communication<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Website, ads, videos and signs all say the same thing.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group cr ic i-users is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"ct wp-block-paragraph\">It filters customers<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It attracts people who care about your promise and turns away those who don't.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group cr ic i-chat is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"ct wp-block-paragraph\">It guides whoever writes<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Your team and your suppliers know which tone and which idea to defend.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group cr ic i-shield is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"ct wp-block-paragraph\">It can be protected<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If it's distinctive, it can be registered as a trademark.<\/p>\n<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Now for the part most guides leave out: there are situations where I wouldn't create a slogan yet.<\/p>\n\n\n\n<figure class=\"wp-block-table tb\"><table><thead><tr><th>Your situation<\/th><th>Slogan?<\/th><th>What I'd do<\/th><\/tr><\/thead><tbody><tr><td>A business that just opened and doesn't know yet what sets it apart<\/td><td>Not yet<\/td><td>A clear descriptor (\u201cSports physical therapy in La Massana\u201d) and a decision on positioning<\/td><\/tr><tr><td>A market with lots of similar competitors (clinics, accounting firms, contractors)<\/td><td>Yes<\/td><td>A slogan that says what the others don't<\/td><\/tr><tr><td>A brand running campaigns on social media, radio or video<\/td><td>Yes<\/td><td>A stable brand slogan, with separate campaign lines<\/td><\/tr><tr><td>A long, technical B2B sale<\/td><td>Optional<\/td><td>First, a well-written value proposition; the slogan, if there is one, understated<\/td><\/tr><tr><td>A brand that sells in several languages (Andorra, bilingual regions, exports)<\/td><td>Yes, built to travel<\/td><td>Check that it works in every language before choosing it<\/td><\/tr><tr><td>A new product within a well-known brand<\/td><td>It depends<\/td><td>A launch line; the brand slogan stays<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<div class=\"wp-block-group co co-d is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"lb wp-block-paragraph\">Example<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A four-person accounting firm in Andorra la Vella doesn't need \u201cYour peace of mind, our mission.\u201d It needs a website header that says what it does and for whom (\u201cAccounting and paperwork for residents and companies in Andorra\u201d) and, if it finds something only it can promise, to turn that into a slogan: \u201cWe'll get back to you the same day.\u201d If it can't always deliver on that, it's better off sticking with the descriptor.<\/p>\n<\/div>\n\n\n\n<p class=\"k wp-block-paragraph\">Key traits<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"claves\">What makes a good slogan: the characteristics of the ones that work<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A slogan works when it's understood at first glance, promises something the customer cares about, sounds good, sticks, is true and couldn't be signed by your competitors. If it fails one of the six, it shows. If it fails two, you're better off without a slogan.<\/p>\n\n\n\n<div class=\"wp-block-group gr g3 is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group cr is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"nb wp-block-paragraph\">1<\/p>\n\n\n\n<p class=\"ct wp-block-paragraph\">Clarity<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It's understood in three seconds, with no explanation. If you have to explain it, it doesn't work.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group cr is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"nb wp-block-paragraph\">2<\/p>\n\n\n\n<p class=\"ct wp-block-paragraph\">Benefit<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It talks about what the customer gets, not about what you do.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group cr is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"nb wp-block-paragraph\">3<\/p>\n\n\n\n<p class=\"ct wp-block-paragraph\">Rhythm<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It sounds good out loud: few syllables, stresses that land well and, sometimes, a rhyme.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group cr is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"nb wp-block-paragraph\">4<\/p>\n\n\n\n<p class=\"ct wp-block-paragraph\">Memorability<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It's short and gets repeated for years. Consistency beats cleverness.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group cr is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"nb wp-block-paragraph\">5<\/p>\n\n\n\n<p class=\"ct wp-block-paragraph\">Truth<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It promises what you deliver. If customers can disprove it, the slogan works against you.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group cr is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"nb wp-block-paragraph\">6<\/p>\n\n\n\n<p class=\"ct wp-block-paragraph\">Distinctiveness<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you swap your name for a competitor's and the line still works, it isn't yours.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group vs is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group bad is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"lb wp-block-paragraph\">Generic: anyone could sign them<\/p>\n\n\n\n<ul class=\"wp-block-list no\">\n<li>\u201cQuality, service and trust\u201d<\/li>\n\n<li>\u201cYour health, our priority\u201d<\/li>\n\n<li>\u201cComprehensive solutions for your business\u201d<\/li>\n\n<li>\u201cPassion for excellence\u201d<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-group good is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"lb wp-block-paragraph\">Specific (made-up examples)<\/p>\n\n\n\n<ul class=\"wp-block-list ok\">\n<li>\u201cWe'll get back to you the same day\u201d<\/li>\n\n<li>\u201cA fixed price before the work starts\u201d<\/li>\n\n<li>\u201cNo pain and no surprises on the bill\u201d<\/li>\n\n<li>\u201cOrder today, wear it tomorrow\u201d<\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">And what does the research say? There are few serious studies on slogans, but the ones that exist add quite a bit of nuance to what nearly every guide repeats.<\/p>\n\n\n\n<div class=\"wp-block-group s3 is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group stt is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"n wp-block-paragraph\">150<\/p>\n\n\n\n<p class=\"d wp-block-paragraph\">slogans analyzed with real market data: recall depended mostly on years of use and media spend, and shorter slogans were remembered better.<\/p>\n\n\n\n<p class=\"s wp-block-paragraph\">Kohli, Thomas and Suri, Journal of Advertising Research, 2013<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group stt is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"n wp-block-paragraph\">3 of 14<\/p>\n\n\n\n<p class=\"d wp-block-paragraph\">traits explained whether people liked a slogan: creativity, a clear message and talking about a benefit.<\/p>\n\n\n\n<p class=\"s wp-block-paragraph\">Dass, Kohli, Kumar and Thomas, Journal of Business Research, 2014<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group stt is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"n wp-block-paragraph\">5<\/p>\n\n\n\n<p class=\"d wp-block-paragraph\">experiments in which Walmart's money-saving slogan led people to spend more, not less, because it's perceived as an attempt to persuade.<\/p>\n\n\n\n<p class=\"s wp-block-paragraph\">Laran, Dalton and Andrade, Journal of Consumer Research, 2011<\/p>\n<\/div>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Which slogans do people like most?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The ones that are easy to understand, promise a benefit and have some creativity. That's the conclusion of the study by Dass, Kohli, Kumar and Thomas in the Journal of Business Research: of the 14 traits they analyzed, those three carried the most weight, and rhyme helped too. The interesting part is that liking and remembering don't go together. According to the University of Georgia's release on the study, Nike's \u201cJust Do It\u201d was among the most remembered, while M&amp;M's \u201cMelts in your mouth, not in your hand\u201d was among the most liked. Money makes a slogan more memorable, but not more likable.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Which slogans sell the most?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">No study proves that a line, on its own, sells more. What is documented is everything around it: recall grows with years of use and media spend (Kohli, Thomas and Suri), and a slogan that sounds like an ad can have the opposite effect to the one it's after. In the experiments by Laran, Dalton and Andrade, seeing the Walmart brand made participants spend less, but seeing its slogan, \u201cSave money. Live better.\u201d, made them spend more.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">My practical take: the slogan that sells is the one that condenses a real advantage, gets repeated consistently and doesn't sound like a salesperson. Cruzcampo's \u201cCon mucho acento\u201d won the Grand Prix at Spain's Eficacia Awards, which reward business results.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">How long should a slogan be?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">As short as it can be while saying one thing. Many guides give a number (4 to 8 words, 5 to 8\u2026), but it isn't an official rule: the Journal of Advertising Research study found that short slogans are remembered better, without setting a number. Nike's \u201cJust Do It\u201d has three words and FedEx's \u201cWhen it absolutely, positively has to be there overnight\u201d has nine, and both made history. My rule of thumb: if it doesn't fit on one line of a phone screen and you can't say it in one breath, something has to go.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Does a slogan have to rhyme?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">No, but it helps it get liked and seem true. In an experiment published in Psychological Science, McGlone and Tofighbakhsh found that rhyming aphorisms were judged more accurate than the same idea without a rhyme: the phrase is easier to process, and that ease gets mistaken for truth. In the study by Kohli, Thomas and Suri, however, rhyme didn't improve recall. Bottom line: rhyme if it comes naturally (Spain's \u201cRexona no te abandona,\u201d \u201cRexona won't let you down\u201d); if you force it, it shows.<\/p>\n\n\n\n<p class=\"pq wp-block-paragraph\">People remember the slogans they hear many times and prefer the ones they understand. You control the consistency. You control the clarity, too.<\/p>\n\n\n\n<p class=\"k wp-block-paragraph\">Types<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"tipos\">Types of slogans, with examples<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">There's no official classification of slogan types; every textbook uses its own. This is the one I use, because each type reflects a different brand decision: what I want customers to feel, do or think about me.<\/p>\n\n\n\n<figure class=\"wp-block-table tb\"><table><thead><tr><th>Type<\/th><th>What it does<\/th><th>Real example<\/th><th>When I'd use it<\/th><\/tr><\/thead><tbody><tr><td>Benefit<\/td><td>Promises a concrete result<\/td><td>\u201cRed Bull gives you wings\u201d<\/td><td>When your advantage fits in one sentence<\/td><\/tr><tr><td>Emotional<\/td><td>Connects with a feeling or an aspiration<\/td><td>\u201cBecause I'm worth it,\u201d L'Or\u00e9al Paris<\/td><td>Emotional purchases: beauty, gifts, leisure, food<\/td><\/tr><tr><td>Imperative<\/td><td>Asks for an action<\/td><td>\u201cJust Do It,\u201d Nike<\/td><td>Brands with attitude; careful if it sounds like an order<\/td><\/tr><tr><td>Positioning<\/td><td>Says where you stand against the others<\/td><td>\u201cWe try harder,\u201d Avis<\/td><td>Markets with a clear leader you can't beat head-on<\/td><\/tr><tr><td>Descriptive<\/td><td>Explains what you do or what's inside<\/td><td>\u201cIntel Inside\u201d<\/td><td>New brands or hard-to-understand categories<\/td><\/tr><tr><td>Wordplay or rhyme<\/td><td>Uses the name or the sound to stick<\/td><td>\u201cRexona no te abandona\u201d<\/td><td>Names that lend themselves to it, as long as it comes naturally<\/td><\/tr><tr><td>Question or challenge<\/td><td>Involves customers and makes them answer<\/td><td>\u201c\u00bfTe gusta conducir?\u201d (\u201cDo you like driving?\u201d), BMW Spain<\/td><td>When you want customers to see themselves in it<\/td><\/tr><tr><td>Humor or provocation<\/td><td>Surprises, exaggerates or pokes fun at something<\/td><td>\u201cWhere's the beef?\u201d, Wendy's<\/td><td>Boring categories or brands that need to feel younger<\/td><\/tr><tr><td>Institutional or cause<\/td><td>Seeks a change in behavior<\/td><td>\u201cSi bebes, no conduzcas\u201d (\u201cIf you drink, don't drive\u201d), Spain's traffic authority (DGT)<\/td><td>Government agencies, nonprofits, social campaigns<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">What are the 4 types of slogans?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">There's no official classification, but if you're asked for four, the most common are: benefit (\u201cRed Bull gives you wings\u201d), emotional (\u201cBecause I'm worth it,\u201d L'Or\u00e9al Paris), imperative (\u201cJust Do It,\u201d Nike) and positioning (\u201cWe try harder,\u201d Avis). The other types in the table are usually added on top of those four.<\/p>\n\n\n\n<p class=\"k wp-block-paragraph\">Method<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"metodo\">How to create a slogan for your business, step by step: the 6-step method<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">To create a slogan for your business, you first decide what you want to say and only then how to say it: positioning, benefit, lots of options, a tough filter, a customer test and a trademark check. The usual mistake is starting at step three.<\/p>\n\n\n\n<ul class=\"wp-block-list fw\">\n<li>Positioning<\/li>\n\n<li>Benefit<\/li>\n\n<li>Brainstorm<\/li>\n\n<li>Filter<\/li>\n\n<li>Customer testing<\/li>\n\n<li class=\"hi\">Trademark check<\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-group co co-d is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"lb wp-block-paragraph\">How we work at DigiAcci\u00f3n<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When a brand asks us for a slogan, we don't start with lines. First we talk to whoever runs the business and read their reviews, because that's usually where the customer's language is. With that, we write the positioning statement and validate it before proposing a single slogan. Then we put together a long list, filter it with the eight-criteria table and present three to five finalists, each with its rationale. Before designing anything, we search them in the OEPM, TMview and the OMPA, and we check that they work in Spanish and in Catalan. The chosen line is designed together with the logo and set in the brand guidelines.<\/p>\n<\/div>\n\n\n\n<p class=\"k wp-block-paragraph\">Step 1<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"paso-1\">Step 1: decide your positioning before you write a single line<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Positioning is the idea you want customers to associate with your brand versus the competition, and it's the raw material of your slogan. If it isn't decided, the slogan ends up being a nice adjective. Before thinking up lines, I'd fill in this template:<\/p>\n\n\n\n<p class=\"lb wp-block-paragraph\">Template to copy<\/p>\n\n\n\n<pre class=\"wp-block-preformatted pr\">For [type of customer] who [specific need or problem],\n[brand name] is [category: what you are]\nthat [main benefit]\nbecause [proof: data, method, experience or guarantee].\nUnlike [the usual alternative], we [what you do differently].<\/pre>\n\n\n\n<div class=\"wp-block-group co co-d is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"lb wp-block-paragraph\">Example (made up)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For runners and mountain athletes in Andorra who get injured and don't want to stop training, [Clinic] is a sports physical therapy clinic that gets them back on the mountain with a written plan, because it analyzes their movement on the first visit. Unlike general clinics, it doesn't just treat the pain: it treats the movement that causes it.<\/p>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Three questions that help if you get stuck: why do your best customers choose you today? What do they say about you in reviews that you don't say yourself? And what would you never do, even if someone asked you to? Reviews are gold: very often the slogan is already written there, in the customer's own words.<\/p>\n\n\n\n<p class=\"k wp-block-paragraph\">Step 2<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"paso-2\">Step 2: choose one single benefit (and its proof)<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A slogan can carry one benefit, not three. Pick the one your customer cares about most and that you can prove, and take it from feature to benefit and from benefit to emotion. The feature is what you do; the benefit, what the customer gets; the emotion, how they feel.<\/p>\n\n\n\n<figure class=\"wp-block-table tb\"><table><thead><tr><th>Business<\/th><th>Feature<\/th><th>Benefit<\/th><th>Emotion<\/th><th>Possible slogan<\/th><\/tr><\/thead><tbody><tr><td>Dental clinic<\/td><td>Conscious sedation<\/td><td>Pain-free treatment<\/td><td>Losing the fear<\/td><td>\u201cSmile without fear of the dentist\u201d<\/td><\/tr><tr><td>Remodeling<\/td><td>A fixed quote in writing<\/td><td>No cost overruns<\/td><td>Peace of mind<\/td><td>\u201cA fixed price before the work starts\u201d<\/td><\/tr><tr><td>Online store<\/td><td>24-hour shipping<\/td><td>You have it tomorrow<\/td><td>Excitement<\/td><td>\u201cOrder today, wear it tomorrow\u201d<\/td><\/tr><tr><td>Accounting firm<\/td><td>Same-day answers<\/td><td>You're never stuck waiting<\/td><td>Relief<\/td><td>\u201cWe'll get back to you the same day\u201d<\/td><\/tr><tr><td>Mountain restaurant<\/td><td>Produce from the valley<\/td><td>You eat what's from here<\/td><td>Belonging<\/td><td>\u201cMountain cooking, unhurried\u201d<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"cap wp-block-paragraph\">Examples made up by DigiAcci\u00f3n to explain the method.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The emotion column is optional. In trust-based services (health, legal, money), a rational benefit said warmly tends to work better; in leisure, fashion or food, emotion carries more weight. What never works is a benefit you can't prove: if you promise \u201cno waiting,\u201d the day someone waits forty minutes, the slogan works against you.<\/p>\n\n\n\n<div class=\"wp-block-group co co-v is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"lb wp-block-paragraph\">Not sure what sets you apart?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It's the most common roadblock, and no line can fix it: first you have to decide your positioning and your benefit. As a <a href=\"https:\/\/www.digiaccion.com\/en\/graphic-design-agency-andorra\/\">graphic design agency in Andorra<\/a>, we work on the slogan together with the logo and the visual identity, starting with exactly these two steps. <a href=\"https:\/\/www.digiaccion.com\/en\/contact\/\">Tell us about your project<\/a> and we'll tell you what we'd look at first.<\/p>\n<\/div>\n\n\n\n<p class=\"k wp-block-paragraph\">Step 3<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"paso-3\">Step 3: brainstorm 30 to 50 options (with templates and AI)<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The first line that comes to mind is almost never the right one. Write 30 to 50 options without judging them, mixing different formulas, and leave the filtering for the next day. These ten templates will help you get unstuck:<\/p>\n\n\n\n<div class=\"wp-block-group gr is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group cr is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"nb wp-block-paragraph\">1<\/p>\n\n\n\n<p class=\"ct wp-block-paragraph\">[Benefit] without [hassle]<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cRemodeling without surprises on the bill.\u201d<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group cr is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"nb wp-block-paragraph\">2<\/p>\n\n\n\n<p class=\"ct wp-block-paragraph\">Imperative + benefit<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cMove without pain.\u201d<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group cr is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"nb wp-block-paragraph\">3<\/p>\n\n\n\n<p class=\"ct wp-block-paragraph\">Question<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201c\u00bfTe gusta conducir?\u201d (\u201cDo you like driving?\u201d), BMW Spain.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group cr is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"nb wp-block-paragraph\">4<\/p>\n\n\n\n<p class=\"ct wp-block-paragraph\">Play on the name<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cEl que sabe, Saba\u201d (<em>sabe<\/em> means \u201cknows\u201d).<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group cr is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"nb wp-block-paragraph\">5<\/p>\n\n\n\n<p class=\"ct wp-block-paragraph\">Defused superlative<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cProbably the best beer in the world,\u201d Carlsberg.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group cr is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"nb wp-block-paragraph\">6<\/p>\n\n\n\n<p class=\"ct wp-block-paragraph\">Made-up word<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cMediterr\u00e1neamente\u201d (\u201cMediterranean-ly\u201d), Estrella Damm.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group cr is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"nb wp-block-paragraph\">7<\/p>\n\n\n\n<p class=\"ct wp-block-paragraph\">Measurable promise<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cOrder today, wear it tomorrow.\u201d<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group cr is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"nb wp-block-paragraph\">8<\/p>\n\n\n\n<p class=\"ct wp-block-paragraph\">A challenge to the customer<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cBusque, compare, y si encuentra algo mejor, c\u00f3mprelo\u201d (\u201cSearch, compare, and if you find something better, buy it\u201d), Col\u00f3n.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group cr is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"nb wp-block-paragraph\">9<\/p>\n\n\n\n<p class=\"ct wp-block-paragraph\">Something the customer would say<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cTenemos que vernos m\u00e1s\u201d (\u201cWe should see each other more\u201d), Ruavieja.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group cr is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"nb wp-block-paragraph\">10<\/p>\n\n\n\n<p class=\"ct wp-block-paragraph\">Three beats<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cFixed price. Fixed deadline. Clean site.\u201d<\/p>\n<\/div>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Can you use AI or a slogan generator to create a slogan?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Yes, and at this stage it's very useful: in two minutes it gives you 50 options that would take a person a whole afternoon. The problem is what you ask for. If you type \u201cgive me a slogan for my clinic,\u201d you'll get the average of every clinic slogan it has ever read. If you give it your positioning, your benefit, your proof and what you don't want, the quality changes completely. Free slogan generators, like the ones from Canva or Shopify, work the same way: fast, and generic if you don't give them context.<\/p>\n\n\n\n<p class=\"lb wp-block-paragraph\">Copy-ready prompt \u00b7 Generate options<\/p>\n\n\n\n<pre class=\"wp-block-preformatted pr\">Act as a senior copywriter specializing in [industry] brands in [country or region].\nBrand context:\n- Ideal customer: [who they are and what worries them]\n- Positioning: [paste the statement from step 1]\n- Main benefit: [just one]\n- Proof: [data, guarantee or method]\n- Competitors and their slogans: [list]\n- Tone: [warm \/ understated \/ humorous\u2026]\n- Banned words: quality, passion, excellence, solutions, commitment, leader.\nWrite 40 slogans in American English, 2 to 7 words long, spread across these types: benefit, emotional, imperative, question, play on the name, contrast and something the customer would say.\nFor each one, state the type and explain in one line why it could work.\nDon't copy or adapt slogans from well-known brands. If a line could be used by a competitor just by changing the name, leave it out.<\/pre>\n\n\n\n<p class=\"lb wp-block-paragraph\">Copy-ready prompt \u00b7 Evaluate and filter<\/p>\n\n\n\n<pre class=\"wp-block-preformatted pr\">Act as a demanding creative director. Here's a list of slogans for [brand], which sells [what] to [whom].\nScore each slogan from 1 to 3 on: clarity, benefit, rhythm, memorability, truth (can the brand always deliver on it?) and distinctiveness (could a competitor sign it?).\nMark with an X any that contain industry clich\u00e9s, promises that can't be proven or double meanings.\nReturn a table sorted by score and explain in one sentence why you're discarding the worst ones.\nBe tough: I'd rather have five good finalists than twenty acceptable ones.<\/pre>\n\n\n\n<p class=\"lb wp-block-paragraph\">Copy-ready prompt \u00b7 Check languages<\/p>\n\n\n\n<pre class=\"wp-block-preformatted pr\">These are the slogan finalists for [brand]: [list].\nThe brand communicates in [English, Spanish, Catalan, French\u2026].\nFor each slogan:\n1. Translate it naturally into each language (not literally) and tell me whether it keeps its rhythm and meaning.\n2. Flag double meanings, negative connotations or vulgar expressions in any of those languages or in their regional variants.\n3. Tell me whether it resembles any famous slogan you know.\nRemind me that I have to check the official trademark registers myself: don't treat your answer as final.<\/pre>\n\n\n\n<h3 class=\"wp-block-heading\">How do you know if an AI-generated slogan is any good?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">With the same six keys as any other slogan, plus a few red flags typical of generated text. This is what I'd check before keeping a line from ChatGPT, Gemini or Claude:<\/p>\n\n\n\n<div class=\"wp-block-group vs is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group good is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"lb wp-block-paragraph\">Signs it works<\/p>\n\n\n\n<ul class=\"wp-block-list ok\">\n<li>Someone who doesn't know your business understands it<\/li>\n\n<li>It talks about something only you can promise<\/li>\n\n<li>You'd say it out loud in front of a customer<\/li>\n\n<li>Searched in quotes on Google, it doesn't show up for other brands<\/li>\n\n<li>It survives translation into your other languages<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-group bad is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"lb wp-block-paragraph\">Red flags<\/p>\n\n\n\n<ul class=\"wp-block-list no\">\n<li>Structures like \u201cYour X, our Y\u201d or \u201cMore than a\u2026\u201d<\/li>\n\n<li>Filler words: passion, excellence, solutions, experience<\/li>\n\n<li>Three adjectives in a row<\/li>\n\n<li>A forced rhyme you'd never say<\/li>\n\n<li>It's too close to a famous slogan<\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n<p class=\"pq wp-block-paragraph\">AI gives you quantity. The judgment to choose, and the responsibility for the line being true, are still yours.<\/p>\n\n\n\n<p class=\"k wp-block-paragraph\">Step 4<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"paso-4\">Step 4: run your options through a filter and keep 3 to 5<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The filter turns the long list into three to five finalists using criteria that don't depend on the decision-maker's taste. Score each option from 1 to 3 on these eight criteria (24 points max.) and discard anything that scores a 1 on truth or distinctiveness, however well it does on the rest.<\/p>\n\n\n\n<figure class=\"wp-block-table tb\"><table><thead><tr><th>Criterion<\/th><th>The question<\/th><th>1 point<\/th><th>3 points<\/th><\/tr><\/thead><tbody><tr><td>Clarity<\/td><td>Is it understood without explaining it?<\/td><td>It needs explaining<\/td><td>It's understood in three seconds<\/td><\/tr><tr><td>Benefit<\/td><td>Does it say what the customer gets?<\/td><td>It talks about you<\/td><td>It talks about the customer<\/td><\/tr><tr><td>Rhythm<\/td><td>Does it sound good out loud?<\/td><td>You trip over it<\/td><td>It rolls off the tongue<\/td><\/tr><tr><td>Memorability<\/td><td>Do you remember it the next day?<\/td><td>No<\/td><td>Yes, word for word<\/td><\/tr><tr><td>Truth<\/td><td>Do you always deliver on it?<\/td><td>Sometimes<\/td><td>Always, and you can prove it<\/td><\/tr><tr><td>Distinctiveness<\/td><td>Could your competitors sign it?<\/td><td>Yes<\/td><td>No<\/td><\/tr><tr><td>Languages<\/td><td>Does it work in your customers' languages?<\/td><td>It breaks in translation<\/td><td>It works or has its own version<\/td><\/tr><tr><td>Usage<\/td><td>Does it fit on a sign, a social profile and the end of a video?<\/td><td>Only on the website<\/td><td>Everywhere<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">How can you tell if a slogan is good?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Besides the score, I run four quick tests:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>The competitor test:<\/strong> swap your name for your closest competitor's. If the line still works, it isn't yours.<\/li>\n\n<li><strong>The van test:<\/strong> picture it on a van driving down the street. If it can't be read and understood in three seconds, it's too long.<\/li>\n\n<li><strong>The phone test:<\/strong> say it out loud to someone over the phone. If they ask you to repeat it, the rhythm is off.<\/li>\n\n<li><strong>The next-day test:<\/strong> let the list rest overnight. The ones you remember without looking are the good ones.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Should your slogan be in English, Spanish or Catalan?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">In your customer's language. English works if your brand is international or your audience uses it every day, but for a local business in Spain or Andorra it often sounds forced and is remembered less. Some brands keep their original slogan in every market, like Audi with \u201cVorsprung durch Technik,\u201d because the language is part of the message: in its case, its German origin. In Andorra, where Catalan, Spanish, French and English live side by side, I'd look for an idea that works at least in Catalan and in Spanish before choosing the line. The same logic applies to a US business with a large Spanish-speaking clientele.<\/p>\n\n\n\n<p class=\"k wp-block-paragraph\">Step 5<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"paso-5\">Step 5: test your finalists with real customers<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Customer testing tells you what people understand and remember, not what your business partner likes best. You don't need a market research study: with 10-15 customers and a cheap ad test you have enough data to decide.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Comprehension test (five minutes per customer):<\/strong> show each finalist without the logo and ask \u201cwhat do you think this company sells?\u201d and \u201cwhat is it promising you?\u201d If the answer doesn't resemble your positioning, it's out.<\/li>\n\n<li><strong>Recall test (24-48 hours later):<\/strong> ask \u201cdo you remember any of the lines I showed you?\u201d The one most people recall unaided has the edge.<\/li>\n\n<li><strong>Ad test:<\/strong> run the same ad with two or three different slogans to the same audience and compare the click-through rate and the cost per lead.<\/li>\n\n<li><strong>Website test:<\/strong> if you have enough traffic, test two versions of your homepage header.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">For the ad test, a small Instagram and Facebook campaign is enough, with the same ad in every version so that only the line changes. If you've never set one up, a <a href=\"https:\/\/www.digiaccion.com\/en\/meta-ads-agency-facebook-ads-in-andorra\/\">Meta Ads agency in Andorra<\/a> or in your area can get it ready for you.<\/p>\n\n\n\n<div class=\"wp-block-group co co-w is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"lb wp-block-paragraph\">Don't ask \u201cwhich one do you like best?\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">People tend to pick the safest or the prettiest option, not the one that best explains what you do. Ask what they understand, what they expect from you after reading it and which one they remember the next day. And don't test it only with family or your team: they already know what you sell.<\/p>\n<\/div>\n\n\n\n<p class=\"k wp-block-paragraph\">Step 6<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"paso-6\">Step 6: check whether your slogan is already trademarked (USPTO, EUIPO, OEPM and OMPA)<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Before you print anything, check that nobody has registered that line, or one very similar, for products or services like yours. It's free on the official search tools, it takes an afternoon and it can save you from changing your signs, website and stationery a year from now.<\/p>\n\n\n\n<figure class=\"wp-block-table tb\"><table><thead><tr><th>Where to search<\/th><th>What you'll find<\/th><\/tr><\/thead><tbody><tr><td>Google, with the line in quotes<\/td><td>Real use by other companies, even if it isn't registered<\/td><\/tr><tr><td><a href=\"https:\/\/tmsearch.uspto.gov\/\" target=\"_blank\" rel=\"noopener\">USPTO Trademark Search<\/a><\/td><td>Federal trademarks in the United States, registered or applied for<\/td><\/tr><tr><td><a href=\"https:\/\/consultas2.oepm.es\/LocalizadorWeb\" target=\"_blank\" rel=\"noopener\">OEPM trademark search (Localizador)<\/a><\/td><td>Trademarks with effect in Spain<\/td><\/tr><tr><td><a href=\"https:\/\/www.tmdn.org\/tmview\/#\/tmview\" target=\"_blank\" rel=\"noopener\">TMview<\/a><\/td><td>Trademarks from EU offices and many others in a single search<\/td><\/tr><tr><td><a href=\"https:\/\/euipo.europa.eu\/eSearch\/\" target=\"_blank\" rel=\"noopener\">EUIPO eSearch plus<\/a><\/td><td>European Union trademarks<\/td><\/tr><tr><td><a href=\"https:\/\/aplicacions.govern.ad\/OMPA\/Inici\" target=\"_blank\" rel=\"noopener\">OMPA Registre de Marques<\/a><\/td><td>Trademarks registered in Andorra and its Gaseta de Marques<\/td><\/tr><tr><td>Domains and social media<\/td><td>Whether you can use the line, or a hashtag with it, online<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Search for the exact line and for its variants too: without articles, in singular and plural, and with synonyms for the key word. What matters isn't only whether it's identical, but whether it could be confused with another in the same kind of products or services. Registers are organized by the classes of the Nice Classification (45 in total: 34 for goods and 11 for services), so pay attention to which classes each trademark you find covers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Can you trademark a slogan?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Yes, as long as it's distinctive. Spain's OEPM puts it this way in its examination guidelines: advertising slogans can be trademarks when the public perceives them as an indication of the commercial origin of the goods or services, beyond their advertising function. The EU Court of Justice made it clear in the Audi case over \u201cVorsprung durch Technik\u201d: the fact that a line is also promotional doesn't stop it from being a trademark, and it isn't held to stricter criteria than other signs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What gets refused is a line perceived as a mere promotional message. The common practice on slogans of the European network of trademark offices gives useful clues: double meanings, wordplay, surprise, rhyme or unusual syntax all help. In Spain, the Supreme Court upheld the refusal of \u201cTu confianza nos hace importantes\u201d (\u201cYour trust makes us important\u201d) for using broad, generic terms. In the United States the logic is similar: the Federal Circuit upheld the USPTO's refusal of THE BEST BEER IN AMERICA because such a common, laudatory advertising phrase can't work as a trademark (In re Boston Beer Co.).<\/p>\n\n\n\n<div class=\"wp-block-group co co-d is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"lb wp-block-paragraph\">Fact<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In that European common practice, \u201cAs Green As White Can Be\u201d appears as an example of a distinctive slogan and \u201cDREAM IT, DO IT!\u201d as an example of a slogan with no distinctive character. The difference: the first one makes you think for a second; the second one, anybody could say.<\/p>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\">How much does it cost to trademark a slogan?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Registering a slogan as a trademark costs the same as registering any other trademark. These are the official fees, without attorney or agent fees:<\/p>\n\n\n\n<figure class=\"wp-block-table tb\"><table><thead><tr><th>Office<\/th><th>Protects in<\/th><th>Application<\/th><th>Additional classes<\/th><th>Term<\/th><\/tr><\/thead><tbody><tr><td>OEPM<\/td><td>Spain<\/td><td>\u20ac127.88 for the first class, online<\/td><td>\u20ac82.84 each<\/td><td>10 years, renewable<\/td><\/tr><tr><td>EUIPO<\/td><td>The 27 EU countries<\/td><td>\u20ac850 for one class, online<\/td><td>\u20ac50 for the second; \u20ac150 from the third on<\/td><td>10 years, renewable<\/td><\/tr><tr><td>OMPA<\/td><td>Andorra<\/td><td>\u20ac165.81 for one to three classes<\/td><td>\u20ac25.58 per class from the fourth on<\/td><td>10 years, renewable<\/td><\/tr><tr><td>USPTO<\/td><td>United States<\/td><td>$350 for one class (base application, online)<\/td><td>$350 each<\/td><td>10 years, renewable (with a declaration of use between years 5 and 6)<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"cap wp-block-paragraph\">Official fees checked on October 20, 2026. OEPM: schedule in effect since April 1, 2026 (on paper, \u20ac150.45 and \u20ac97.48). EUIPO: \u20ac1,000 if filed on paper. OMPA: amounts are updated with Andorra's budget law. USPTO: fees in effect since January 18, 2025, with per-class surcharges of $100 if the application is missing information and $200 if the goods and services aren't taken from the ID Manual ($850 per class on paper).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In Spain, the indicative timeline is 6 to 12 months if nobody opposes, according to the OEPM's manual; after publication in the Official Industrial Property Bulletin, there are two months to file oppositions.<\/p>\n\n\n\n<div class=\"wp-block-group co co-w is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"lb wp-block-paragraph\">In Andorra, the prior search matters even more<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The OMPA only examines absolute grounds, such as lack of distinctive character. If your slogan clashes with an earlier trademark, the conflict is settled between the parties or in court. Also, anyone without a domicile in Andorra needs an accredited agent to file.<\/p>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Should you trademark your slogan?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">I'd register it if three conditions are met: you're going to use it for years, it's distinctive enough for the office to accept it, and it would hurt if a competitor copied it. If it's descriptive (\u201cFull home remodeling in Andorra\u201d), it will be refused. And if your name isn't registered yet, start there: the slogan is the second step.<\/p>\n\n\n\n<div class=\"wp-block-group co co-x is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"lb wp-block-paragraph\">Important<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Just because a line doesn't show up in the search tools doesn't mean you can use it risk-free. Well-known trademarks enjoy broader protection that goes beyond their own products, and copying the structure of a famous slogan can get you into trouble. This isn't legal advice: to register, talk to a trademark attorney or a registered trademark agent.<\/p>\n<\/div>\n\n\n\n<p class=\"k wp-block-paragraph\">Application<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"donde-usarlo\">Where to use your slogan (and where not to)<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A slogan pays off when it shows up the same way at every touchpoint: website, social media, video, ads, signage and stationery. What kills it is using three different versions or hiding it in the website footer.<\/p>\n\n\n\n<div class=\"wp-block-group gr is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group cr ic i-globe is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"ct wp-block-paragraph\">Website<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In the homepage header, next to a descriptor that says what you do and where.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group cr ic i-play is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"ct wp-block-paragraph\">Video<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At the end of every piece, with the same shot and the same voice.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group cr ic i-bolt is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"ct wp-block-paragraph\">Ads<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As a sign-off, not a headline: the headline sells the offer; the slogan, the brand.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group cr ic i-layers is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"ct wp-block-paragraph\">Visual identity<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Next to the logo, with one version with the slogan and one without it.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group cr ic i-users is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"ct wp-block-paragraph\">Team<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In the sales pitch, the email signature and the way you treat customers.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group cr ic i-map is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"ct wp-block-paragraph\">Premises and vehicles<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Signs, shop windows and vans: where it's read in three seconds.<\/p>\n<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">On your website, the slogan goes with the headline but doesn't replace it: your visitors and Google need to understand first what you do and where. That's why the header should carry both: the descriptor to understand and the slogan to remember. And in video, ending with the logo and the line, always the same, is what turns twenty separate videos into a brand; in our <a href=\"https:\/\/www.digiaccion.com\/en\/video-production-editing-agency-andorra\/\">video production in Andorra<\/a> we define it from the very first script.<\/p>\n\n\n\n<div class=\"wp-block-group co co-w is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"lb wp-block-paragraph\">Where not: your Google Business Profile name<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Google's guidelines don't allow marketing taglines in the business name on your Business Profile, and adding unnecessary information there can get the profile suspended. Its own example of an unacceptable name is \u201cTD Bank, America's Most Convenient Bank.\u201d Your slogan can go in the description and in your posts, not in the name.<\/p>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Logo and slogan: are they the same, and should they go together?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">They aren't the same: the logo is the visual part of the brand (a symbol, lettering or both) and the slogan is a line of text. Nor do they always have to go together. The usual approach is to design two versions of the logo: one with the slogan, for the website, stationery or the end of videos, and one without it, for social media profile pictures or small sizes, where it wouldn't be legible. It's worth setting the slogan's typeface, size and position in your brand guidelines.<\/p>\n\n\n\n<div class=\"pdw\"><div class=\"pdw-v\" aria-hidden=\"true\"><i><\/i><i><\/i><i><\/i><\/div><div class=\"pdw-c\"><span class=\"pdw-l\">AI web designs<\/span><p class=\"pdw-t\">See what is already possible: 13 real websites designed with AI<\/p><p class=\"pdw-p\">Restaurants, dental clinics, hotels, law firms, vets\u2026 Pick your sector and, if you qualify, we will make two free pre-designs of your website before you pay anything.<\/p><\/div><a class=\"pdw-b\" href=\"https:\/\/www.digiaccion.com\/presentacion-disenos-web\/en\/\">See the designs<span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><\/div>\n\n\n\n<p class=\"k wp-block-paragraph\">Mistakes<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"errores\">Common mistakes when creating a slogan<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Most slogans that don't work fail for the same reasons: they say what anyone would say, promise what can't be proven or change before anyone remembers them. These are the mistakes I see most often:<\/p>\n\n\n\n<figure class=\"wp-block-table tb\"><table><thead><tr><th>Mistake<\/th><th>Example (made up)<\/th><th>How to fix it<\/th><\/tr><\/thead><tbody><tr><td>Generic<\/td><td>\u201cQuality and trust\u201d<\/td><td>Look for what only you can say<\/td><\/tr><tr><td>It talks about you, not the customer<\/td><td>\u201cWe're the leaders in remodeling\u201d<\/td><td>Swap \u201cwe are\u201d for \u201cyou get\u201d<\/td><\/tr><tr><td>A superlative with no proof<\/td><td>\u201cThe best dentist in town\u201d<\/td><td>A specific, verifiable promise, or a superlative defused with humor, like Carlsberg's \u201cprobably\u201d<\/td><\/tr><tr><td>Too many ideas<\/td><td>\u201cQuality, speed and fair prices for your home\u201d<\/td><td>One idea per slogan<\/td><\/tr><tr><td>A pun nobody gets<\/td><td>\u201cJoint ventures\u201d for a physical therapy clinic<\/td><td>If it needs explaining, it's out<\/td><\/tr><tr><td>English by default<\/td><td>\u201cYour smile, our passion\u201d for a neighborhood clinic in Madrid<\/td><td>Your customer's language<\/td><\/tr><tr><td>Changing it every season<\/td><td>Three slogans in two years<\/td><td>A stable slogan; campaign lines kept separate<\/td><\/tr><tr><td>Copying the structure of a famous one<\/td><td>\u201cJust Fix It\u201d for an auto repair shop<\/td><td>Borrow the mechanics, not the line<\/td><\/tr><tr><td>Promising what you don't deliver<\/td><td>\u201cNo waiting\u201d with forty minutes in the waiting room<\/td><td>If you can't always deliver it, don't promise it<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<div class=\"wp-block-group co co-x is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"lb wp-block-paragraph\">Careful in regulated industries<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In health, finance or food, there are specific rules about what advertising can promise. If your slogan promises a health or financial result, have whoever handles your legal advice review it before you publish it.<\/p>\n<\/div>\n\n\n\n<p class=\"pq wp-block-paragraph\">A slogan doesn't wear out from repetition. It wears out when you change it before anyone has learned it.<\/p>\n\n\n\n<p class=\"k wp-block-paragraph\">Examples<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"ejemplos\">Famous slogans: 62 examples from brands and advertising campaigns (and why they work)<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">These are 62 famous advertising slogans from brands and institutions in Spain, the United States, the rest of the world and Andorra, grouped by type. I checked each one on the brand's website, in the press or in advertising archives (they're all in the sources). Each slogan appears in its original language; when it's in Spanish or Catalan, I add its meaning in parentheses. And I only give the year when the sources agree.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Benefit slogans<\/h3>\n\n\n\n<figure class=\"wp-block-table tb\"><table><thead><tr><th>Brand<\/th><th>Slogan<\/th><th>Why it works<\/th><\/tr><\/thead><tbody><tr><td>Red Bull<\/td><td>\u201cRed Bull gives you wings\u201d<\/td><td>It turns a functional benefit, energy, into an exaggerated, visual image nobody takes literally. It was born in German, \u201cRed Bull verleiht Fl\u00fcgel,\u201d and in Spain it's \u201cRed Bull te da alas\u201d; the brand itself spells it \u201cwiiings.\u201d<\/td><\/tr><tr><td>M&amp;M's<\/td><td>\u201cMelts in your mouth, not in your hand\u201d<\/td><td>It solves a real chocolate annoyance and you can check it in five seconds. It's among the most liked in the University of Georgia study.<\/td><\/tr><tr><td>FedEx<\/td><td>\u201cWhen it absolutely, positively has to be there overnight\u201d<\/td><td>It's long, but its promise is measurable (tomorrow) and it lands at the exact moment of the customer's anxiety.<\/td><\/tr><tr><td>Walmart<\/td><td>\u201cSave money. Live better.\u201d<\/td><td>Two imperatives: the rational benefit, saving, and the emotional one, living better. It replaced \u201cAlways low prices.\u201d<\/td><\/tr><tr><td>Gillette<\/td><td>\u201cThe best a man can get\u201d<\/td><td>A claim of superiority told from the customer's aspiration, not from the blade.<\/td><\/tr><tr><td>KFC<\/td><td>\u201cIt's finger lickin' good\u201d (in Spain, \u201cPara chuparse los dedos\u201d)<\/td><td>It describes the gesture of enjoying the food, not the recipe. Sensory and easy to repeat.<\/td><\/tr><tr><td>Lay's<\/td><td>\u201cBetcha can't eat just one\u201d<\/td><td>It turns what could be a flaw, that you can't stop eating them, into a challenge to the customer.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"cap wp-block-paragraph\">Since: Red Bull, 1987 (with the brand's launch) \u00b7 Walmart, 2007 \u00b7 Gillette, 1989 \u00b7 KFC, 1956 \u00b7 Lay's, 1963 \u00b7 FedEx, 1978-1983 campaign according to WARC. M&amp;M's: date unclear.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Emotional and aspirational slogans<\/h3>\n\n\n\n<figure class=\"wp-block-table tb\"><table><thead><tr><th>Brand<\/th><th>Slogan<\/th><th>Why it works<\/th><\/tr><\/thead><tbody><tr><td>L'Or\u00e9al Paris<\/td><td>\u201cBecause I'm worth it\u201d (in Spain, \u201cPorque yo lo valgo\u201d)<\/td><td>It talks about the buyer's self-esteem, not the product. It was written by copywriter Ilon Specht at McCann, and the brand has moved it from \u201cI\u201d to \u201cyou\u201d and to \u201cwe.\u201d<\/td><\/tr><tr><td>De Beers<\/td><td>\u201cA diamond is forever\u201d<\/td><td>It ties an object to an eternal promise: commitment. The brand has brought it back in recent campaigns.<\/td><\/tr><tr><td>Coca-Cola Spain<\/td><td>\u201cLa chispa de la vida\u201d (\u201cthe spark of life\u201d)<\/td><td>A simple metaphor: the drink's bubbles as everyday joy.<\/td><\/tr><tr><td>Coca-Cola<\/td><td>\u201cOpen Happiness\u201d (in Spain, \u201cDestapa la felicidad\u201d)<\/td><td>It uses the product's gesture, opening the bottle, as the verb for an emotion.<\/td><\/tr><tr><td>McDonald's<\/td><td>\u201ci'm lovin' it\u201d<\/td><td>It's in the first person: it's what the customer would say, not the brand. It debuted first in Germany, as \u201cich liebe es.\u201d<\/td><\/tr><tr><td>Mastercard<\/td><td>\u201cThere are some things money can't buy. For everything else, there's MasterCard\u201d<\/td><td>A paradox: a card that admits the important things can't be bought. Its \u201cPriceless\u201d platform is still alive.<\/td><\/tr><tr><td>Ruavieja<\/td><td>\u201cTenemos que vernos m\u00e1s\u201d (\u201cwe should see each other more\u201d)<\/td><td>It turns into a slogan something we all say and rarely do. A true insight and zero product.<\/td><\/tr><tr><td>El Almendro<\/td><td>\u201cVuelve a casa por Navidad\u201d (\u201ccome home for Christmas\u201d)<\/td><td>It ties the brand to a yearly ritual. It comes back every December and is now part of Christmas in Spain.<\/td><\/tr><tr><td>El Corte Ingl\u00e9s<\/td><td>\u201cYa es primavera en El Corte Ingl\u00e9s\u201d (\u201cspring is here at El Corte Ingl\u00e9s\u201d)<\/td><td>The brand claims a season for itself: the slogan announces the change of season.<\/td><\/tr><tr><td>Airbnb<\/td><td>\u201cBelong anywhere\u201d<\/td><td>It sells belonging, not lodging: exactly what a hotel can't promise.<\/td><\/tr><tr><td>Disneyland<\/td><td>\u201cThe Happiest Place on Earth\u201d<\/td><td>An emotional superlative nobody argues with, because it isn't measured in numbers.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"cap wp-block-paragraph\">Since: Coca-Cola \u201cOpen Happiness,\u201d 2009 \u00b7 McDonald's, 2003 \u00b7 Mastercard, 1997 \u00b7 Ruavieja, 2017 \u00b7 Airbnb, 2014. L'Or\u00e9al Paris, 1970s (the exact date varies by source). De Beers, \u201cLa chispa de la vida,\u201d El Almendro, El Corte Ingl\u00e9s and Disneyland: date unclear.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Imperative and action slogans<\/h3>\n\n\n\n<figure class=\"wp-block-table tb\"><table><thead><tr><th>Brand<\/th><th>Slogan<\/th><th>Why it works<\/th><\/tr><\/thead><tbody><tr><td>Nike<\/td><td>\u201cJust Do It\u201d<\/td><td>Three words, an imperative, and valid for any sport and any level. Even in Spain it's used in English. According to its creator, Dan Wieden, it was inspired by the last words of a man on death row.<\/td><\/tr><tr><td>Apple<\/td><td>\u201cThink different\u201d<\/td><td>Grammatically odd, with an adjective where an adverb would go, and that's why it sticks. It casts customers as people who don't follow the crowd.<\/td><\/tr><tr><td>California Milk Processor Board<\/td><td>\u201cGot Milk?\u201d<\/td><td>Instead of praising milk, it reminds you of the moment you run out.<\/td><\/tr><tr><td>Col\u00f3n<\/td><td>\u201cBusque, compare, y si encuentra algo mejor, c\u00f3mprelo\u201d (\u201csearch, compare, and if you find something better, buy it\u201d)<\/td><td>A direct challenge to consumers that conveys total confidence in the product. Manuel Luque adapted it from a line by Lee Iacocca for Chrysler.<\/td><\/tr><tr><td>KitKat<\/td><td>\u201cHave a break, have a KitKat\u201d (in Spain, \u201cT\u00f3mate un respiro, t\u00f3mate un KitKat\u201d)<\/td><td>It ties the product to a moment of the day, the break, and repeats the verb so it rings.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"cap wp-block-paragraph\">Since: Nike, 1988 \u00b7 Apple, 1997 \u00b7 Got Milk?, 1993 \u00b7 Col\u00f3n, 1986 \u00b7 KitKat, 1957.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Positioning and differentiation slogans<\/h3>\n\n\n\n<figure class=\"wp-block-table tb\"><table><thead><tr><th>Brand<\/th><th>Slogan<\/th><th>Why it works<\/th><\/tr><\/thead><tbody><tr><td>Avis<\/td><td>\u201cWe try harder\u201d<\/td><td>It turns being number two into an advantage: it came from \u201cWhen you're only No. 2, you try harder.\u201d It's still on its website.<\/td><\/tr><tr><td>BMW<\/td><td>\u201cThe Ultimate Driving Machine\u201d<\/td><td>It picks a territory, the pleasure of driving, and gives up luxury or safety as its main argument.<\/td><\/tr><tr><td>BMW Spain<\/td><td>\u201c\u00bfTe gusta conducir?\u201d (\u201cdo you like driving?\u201d)<\/td><td>The same idea turned into a question: customers select themselves. BMW still calls it its motto.<\/td><\/tr><tr><td>Audi<\/td><td>\u201cVorsprung durch Technik\u201d (\u201cadvancement through technology\u201d)<\/td><td>It stays in German all over the world because its origin is part of the argument.<\/td><\/tr><tr><td>Carlsberg<\/td><td>\u201cProbably the best beer in the world\u201d<\/td><td>The \u201cprobably\u201d defuses the superlative and makes it likable and believable.<\/td><\/tr><tr><td>MediaMarkt<\/td><td>\u201cYo no soy tonto\u201d (\u201cI'm not stupid\u201d)<\/td><td>It talks about price without saying \u201ccheap\u201d: it flatters the buyer's intelligence. It adapts the German \u201cIch bin doch nicht bl\u00f6d.\u201d<\/td><\/tr><tr><td>IKEA<\/td><td>\u201cBienvenido a la rep\u00fablica independiente de tu casa\u201d (\u201cwelcome to the independent republic of your home\u201d)<\/td><td>It turns your home into a territory with its own rules: it talks about your life, not about furniture.<\/td><\/tr><tr><td>Intel<\/td><td>\u201cIntel Inside\u201d<\/td><td>It makes visible a component nobody sees. It's the classic example of an ingredient brand.<\/td><\/tr><tr><td>Tesco<\/td><td>\u201cEvery little helps\u201d<\/td><td>A modest, believable promise, sized to the savings on the weekly shop.<\/td><\/tr><tr><td>Lidl<\/td><td>\u201cLidl vale la pena\u201d (\u201cLidl is worth it\u201d)<\/td><td>It's the Spanish version of its positioning across its 31 markets. I read it as a double wink: what it costs (<em>vale<\/em>) and what it's worth (<em>vale la pena<\/em>).<\/td><\/tr><tr><td>adidas<\/td><td>\u201cImpossible is nothing\u201d<\/td><td>It flips a set phrase to talk about pushing your limits.<\/td><\/tr><tr><td>Nokia<\/td><td>\u201cConnecting People\u201d<\/td><td>It puts people ahead of technology, just as the mobile phone was arriving.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"cap wp-block-paragraph\">Since: BMW (US), created in 1974 \u00b7 Audi, 1971 \u00b7 Carlsberg, 1973 \u00b7 IKEA (Spain), 2006 \u00b7 Intel, 1991 \u00b7 Tesco, 1993 \u00b7 Lidl, September 2025 \u00b7 adidas, 2004 \u00b7 Nokia, 1992. Avis, 1960s. BMW Spain and MediaMarkt: date unclear.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Slogans with rhyme, wordplay or the brand name<\/h3>\n\n\n\n<figure class=\"wp-block-table tb\"><table><thead><tr><th>Brand<\/th><th>Slogan<\/th><th>Why it works<\/th><\/tr><\/thead><tbody><tr><td>Rexona<\/td><td>\u201cRexona no te abandona\u201d (\u201cRexona won't let you down\u201d)<\/td><td>Rhyming with the name makes a product promise unforgettable. The brand has revived it as \u201cRexona nunca, nunca, nunca, nunca te abandona.\u201d<\/td><\/tr><tr><td>La Casera<\/td><td>\u201cSi no hay Casera, nos vamos\u201d (\u201cif there's no Casera, we're leaving\u201d)<\/td><td>It went from the ad into everyday Spanish, and the brand brought it back for its 75th anniversary.<\/td><\/tr><tr><td>Pipas Facundo<\/td><td>\u201cSiento dejar este mundo sin probar Pipas Facundo\u201d (\u201csorry to leave this world without trying Pipas Facundo\u201d)<\/td><td>A rhyme printed on the bag and spoken by a bull: the packaging as an advertising medium.<\/td><\/tr><tr><td>Saba<\/td><td>\u201cEl que sabe, Saba\u201d (\u201cthose who know, Saba\u201d)<\/td><td>A play on the name: the brand becomes a synonym for knowing how to choose.<\/td><\/tr><tr><td>Orlando<\/td><td>\u201cCuate, aqu\u00ed hay tomate\u201d (\u201cbuddy, there's tomato here\u201d)<\/td><td>A short, catchy rhyme spoken by an animated character.<\/td><\/tr><tr><td>Avecrem<\/td><td>\u201c\u00bfCueces o enriqueces?\u201d (\u201cdo you just boil, or do you enrich?\u201d)<\/td><td>A rhyming question that broadens the product's use: from boiling to enriching the dish.<\/td><\/tr><tr><td>Estrella Damm<\/td><td>\u201cMediterr\u00e1neamente\u201d (\u201cMediterranean-ly\u201d)<\/td><td>A single invented word that sums up a lifestyle and went with its summer campaigns for years.<\/td><\/tr><tr><td>Maybelline<\/td><td>\u201cMaybe she's born with it. Maybe it's Maybelline\u201d<\/td><td>It plays with the name (Maybe and Maybelline) and leaves the question hanging: natural beauty or makeup?<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"cap wp-block-paragraph\">Since: Estrella Damm, 2009 \u00b7 Orlando, 1982 \u00b7 Avecrem \u201c\u00bfCueces o enriqueces?\u201d, 1999 \u00b7 Maybelline, 1991. Rexona, La Casera, Pipas Facundo and Saba: date unclear.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Ad lines with humor, provocation or that became catchphrases<\/h3>\n\n\n\n<figure class=\"wp-block-table tb\"><table><thead><tr><th>Brand<\/th><th>Slogan<\/th><th>Why it works<\/th><\/tr><\/thead><tbody><tr><td>Snickers<\/td><td>\u201cYou're not you when you're hungry\u201d<\/td><td>A universal insight told with humor: hunger changes your personality.<\/td><\/tr><tr><td>Old Spice<\/td><td>\u201cSmell like a man, man\u201d<\/td><td>It made a grandpa brand feel young again by laughing at itself.<\/td><\/tr><tr><td>Wendy's<\/td><td>\u201cWhere's the beef?\u201d<\/td><td>An attack on the competition in the form of a question. It ended up being used in a US presidential primary debate.<\/td><\/tr><tr><td>Las Vegas<\/td><td>\u201cWhat happens here, stays here\u201d<\/td><td>It sells complicity and permission, not hotels or casinos.<\/td><\/tr><tr><td>Chicfy<\/td><td>\u201cClaro que s\u00ed, guapi\u201d (\u201csure thing, gorgeous\u201d)<\/td><td>A viral catchphrase everybody repeated. The lesson: the brand no longer exists; a famous line doesn't save a business.<\/td><\/tr><tr><td>Caf\u00e9 Monky<\/td><td>\u201cTacita a tacita\u201d (\u201ccup by cup\u201d)<\/td><td>It wasn't created as a slogan but as a line of dialogue in the ad. Sometimes the line that sticks is the most natural one.<\/td><\/tr><tr><td>Cruzcampo<\/td><td>\u201cCon mucho acento\u201d (\u201cwith a strong accent\u201d)<\/td><td>It turns the Andalusian accent into a source of pride. It won the Grand Prix at the Eficacia Awards, which reward business results.<\/td><\/tr><tr><td>Chocolates Valor<\/td><td>\u201cPlacer adulto\u201d (\u201cadult pleasure\u201d)<\/td><td>It provokes by segmenting: it leaves children out to talk to adults. In its relaunch it became \u201cEl placer de ser adulto\u201d (\u201cthe pleasure of being an adult\u201d).<\/td><\/tr><tr><td>Burger King<\/td><td>\u201cHave it your way\u201d<\/td><td>It promises customization in an industry of fixed menus.<\/td><\/tr><tr><td>Dunkin'<\/td><td>\u201cAmerica runs on Dunkin'\u201d<\/td><td>It presents coffee as a whole country's daily fuel.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"cap wp-block-paragraph\">Since: Snickers, 2010 \u00b7 Old Spice, 2010 \u00b7 Wendy's, 1984 \u00b7 Las Vegas, 2003 \u00b7 Chicfy, 2016 \u00b7 Caf\u00e9 Monky, 1981 \u00b7 Cruzcampo, 2021 \u00b7 Burger King, 1974 \u00b7 Dunkin', 2006. Chocolates Valor: date unclear.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Institutional and cause slogans<\/h3>\n\n\n\n<figure class=\"wp-block-table tb\"><table><thead><tr><th>Who<\/th><th>Slogan<\/th><th>Why it works<\/th><\/tr><\/thead><tbody><tr><td>Spain's Ministry of Finance<\/td><td>\u201cHacienda somos todos\u201d (\u201cwe are all the tax office\u201d)<\/td><td>It turns a tax into a shared responsibility. The original said: \u201cAhora, Hacienda somos todos. No nos enga\u00f1emos\u201d (\u201cNow, we are all the tax office. Let's not fool ourselves\u201d).<\/td><\/tr><tr><td>DGT (Spain's traffic authority)<\/td><td>\u201cSi bebes, no conduzcas\u201d (\u201cif you drink, don't drive\u201d)<\/td><td>A rule in four words (in Spanish), with a conditional structure that's impossible to misread.<\/td><\/tr><tr><td>Spain's Ministries of Social Affairs and of Health<\/td><td>\u201cP\u00f3ntelo. P\u00f3nselo.\u201d (\u201cput it on. Put it on him.\u201d)<\/td><td>Two words that only change the person and share the responsibility.<\/td><\/tr><tr><td>New York State<\/td><td>\u201cI \u2665 NY\u201d<\/td><td>The heart replaces the word. The logo was designed by Milton Glaser.<\/td><\/tr><tr><td>Smokey Bear (US Forest Service)<\/td><td>\u201cOnly you can prevent wildfires\u201d<\/td><td>Direct, individual responsibility. It changed \u201cforest fires\u201d to \u201cwildfires\u201d to cover all fires, not only forest ones.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"cap wp-block-paragraph\">Since: Hacienda, 1978 \u00b7 DGT, popularized in 1985 \u00b7 \u201cP\u00f3ntelo. P\u00f3nselo.\u201d, 1990 \u00b7 I \u2665 NY, 1977 campaign \u00b7 Smokey Bear, 1947 (and 2001, the switch to \u201cwildfires\u201d).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Slogans from Andorran brands<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Andorra has less of a tradition of brand slogans and more of positioning lines. These are the ones some of its best-known brands use today on their official websites:<\/p>\n\n\n\n<figure class=\"wp-block-table tb\"><table><thead><tr><th>Brand<\/th><th>Slogan or line<\/th><th>Why it works<\/th><\/tr><\/thead><tbody><tr><td>Andorra Turisme<\/td><td>\u201cAndorra t'eleva\u201d \/ \u201cElevate your experience\u201d<\/td><td>It plays on the country's altitude: going up the mountain and leveling up.<\/td><\/tr><tr><td>Pal Arinsal<\/td><td>\u201cThe most family-friendly ski resort in the Pyrenees\u201d (in Catalan, \u201cL'estaci\u00f3 m\u00e9s familiar dels Pirineus\u201d)<\/td><td>It chooses an audience, families, instead of competing on size.<\/td><\/tr><tr><td>Grandvalira<\/td><td>\u201cL'estaci\u00f3 m\u00e9s gran dels Pirineus\u201d (on its English website, \u201cLargest Ski Resort in the Pyrenees\u201d)<\/td><td>More than a slogan, it's a leadership descriptor: size as the argument.<\/td><\/tr><tr><td>MoraBanc<\/td><td>\u201cNom\u00e9s hi ha un n\u00famero 1.\u201d (\u201cthere's only one number 1\u201d)<\/td><td>A campaign line backed by an award the brand displays: Bank of the Year in Andorra.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"cap wp-block-paragraph\">Checked on each brand's official website on October 20, 2026.<\/p>\n\n\n\n<p class=\"k wp-block-paragraph\">By industry<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"sectores\">Slogan ideas for businesses: clinic, law firm, restaurant, coffee shop, store and contractor<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">These slogans are examples we made up so you can see the method applied to businesses like yours (if you want to see websites for almost all of these industries, take a look at our <a href=\"https:\/\/www.digiaccion.com\/presentacion-disenos-web\/en\/\">13 real websites designed with AI<\/a>). They don't belong to any brand: use them as a starting point, adapt them to your positioning and always check that they aren't registered before using them.<\/p>\n\n\n\n<figure class=\"wp-block-table tb\"><table><thead><tr><th>Industry<\/th><th>Slogan example<\/th><th>Type<\/th><th>Why it could work<\/th><\/tr><\/thead><tbody><tr><td>Dental clinic<\/td><td>\u201cSmile without fear of the dentist\u201d<\/td><td>Emotional<\/td><td>It tackles the patient's main barrier: fear.<\/td><\/tr><tr><td>Dental clinic<\/td><td>\u201cNo pain and no surprises on the bill\u201d<\/td><td>Benefit<\/td><td>It answers the two usual objections.<\/td><\/tr><tr><td>Physical therapy<\/td><td>\u201cRun again, with a written plan\u201d<\/td><td>Benefit and proof<\/td><td>It promises a result and says how you get there.<\/td><\/tr><tr><td>Law firm<\/td><td>\u201cWe explain your case without the jargon\u201d<\/td><td>Benefit<\/td><td>What clients miss most from a lawyer.<\/td><\/tr><tr><td>Accounting firm<\/td><td>\u201cWe'll get back to you the same day\u201d<\/td><td>Measurable promise<\/td><td>A real difference, if you always deliver.<\/td><\/tr><tr><td>Restaurant<\/td><td>\u201cMountain cooking, unhurried\u201d<\/td><td>Positioning<\/td><td>It says what you cook and how the meal feels.<\/td><\/tr><tr><td>Restaurant<\/td><td>\u201cHome cooking, with a chef's touch\u201d<\/td><td>Emotional<\/td><td>It brings together the familiar and the professional.<\/td><\/tr><tr><td>Coffee shop<\/td><td>\u201cYour neighborhood starts with a coffee\u201d<\/td><td>Emotional<\/td><td>The coffee shop as a meeting point.<\/td><\/tr><tr><td>Coffee shop<\/td><td>\u201cRoasted this week\u201d<\/td><td>Proof<\/td><td>A fact your competitors can't always claim.<\/td><\/tr><tr><td>Online store<\/td><td>\u201cOrder today, wear it tomorrow\u201d<\/td><td>Measurable promise<\/td><td>The logic of the FedEx slogan, applied to your customer.<\/td><\/tr><tr><td>Online store<\/td><td>\u201cNot convinced? Return it for free\u201d<\/td><td>Benefit<\/td><td>It removes the risk of buying without trying.<\/td><\/tr><tr><td>Contractor<\/td><td>\u201cFixed price. Fixed deadline. Clean site.\u201d<\/td><td>Three beats<\/td><td>It answers the three fears of any remodel.<\/td><\/tr><tr><td>Contractor<\/td><td>\u201cThe job ends on the day we signed for\u201d<\/td><td>Measurable promise<\/td><td>Delays are the industry's number one complaint; this line turns it into a commitment.<\/td><\/tr><tr><td>Hair salon<\/td><td>\u201cWe listen before we cut\u201d<\/td><td>Benefit<\/td><td>It answers the fear of walking out with something you didn't ask for.<\/td><\/tr><tr><td>Gym<\/td><td>\u201cHere, they know your name\u201d<\/td><td>Positioning<\/td><td>The neighborhood gym versus the big chain.<\/td><\/tr><tr><td>Real estate agency<\/td><td>\u201cWe'll tell you what your home is worth, not what you want to hear\u201d<\/td><td>Contrast<\/td><td>Honesty as a difference in an industry with a bad reputation.<\/td><\/tr><tr><td>Hotel in Andorra<\/td><td>\u201cWake up with the Pyrenees in your window\u201d<\/td><td>Emotional<\/td><td>It sells the experience, not the room.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"cap wp-block-paragraph\">Illustrative examples created by DigiAcci\u00f3n. Before using any of them, search for it in the USPTO's Trademark Search, the OEPM's Localizador, TMview and the OMPA register.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Notice that none of them says \u201cquality,\u201d \u201cprofessionals\u201d or \u201ctrust\u201d: customers take those for granted. Your slogan has to say what they don't expect, and it has to match what your website says. It's the first thing we check when we do <a href=\"https:\/\/www.digiaccion.com\/en\/web-design-agency-clinics-healthcare\/\">web design for clinics<\/a>: if the header promises \u201cpain-free,\u201d the rest of the page has to prove it.<\/p>\n\n\n\n<div class=\"wp-block-group co co-v is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"lb wp-block-paragraph\">Does your website say the same thing as your slogan?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A new slogan won't do much if your website header, your ads and your social media keep saying something else. When we do <a href=\"https:\/\/www.digiaccion.com\/en\/web-design-agency-in-andorra\/\">web design in Andorra<\/a>, the slogan, the descriptor and the proof on each page are written together so that they all promise the same thing. <a href=\"https:\/\/www.digiaccion.com\/en\/contact\/\">Tell us about your project<\/a> and we'll tell you what we'd change first.<\/p>\n<\/div>\n\n\n\n<p class=\"k wp-block-paragraph\">Summary<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"resumen\">Summary: how to create a slogan in 6 steps<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A good slogan comes from a business decision, not from an afternoon of inspiration. This is the full process:<\/p>\n\n\n\n<div class=\"wp-block-group co co-d is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"lb wp-block-paragraph\">The 6 steps<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Step 1. Positioning:<\/strong> decide which idea you want to own and against whom, before you think of a single line.<\/li>\n\n<li><strong>Step 2. One benefit:<\/strong> the one your customer cares about most and that you can prove.<\/li>\n\n<li><strong>Step 3. Brainstorm:<\/strong> 30 to 50 options, with the ten templates and well-guided AI.<\/li>\n\n<li><strong>Step 4. Filter:<\/strong> eight criteria scored from 1 to 3; out goes anything that fails on truth or distinctiveness.<\/li>\n\n<li><strong>Step 5. Customer testing:<\/strong> comprehension, recall after 24-48 hours and a cheap ad test.<\/li>\n\n<li><strong>Step 6. Trademark check:<\/strong> search the USPTO (if you sell in the US), the OEPM, TMview, the EUIPO and the OMPA, and register it if you'll use it for years and it's distinctive.<\/li>\n\n<li><strong>After that:<\/strong> use it the same way, everywhere, for years.<\/li>\n<\/ul>\n<\/div>\n\n\n\n<p class=\"k wp-block-paragraph\">Example<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"ejemplo\">Full example: the slogan for a physical therapy clinic in Andorra<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">This is the method applied to a fictional but realistic case: a sports physical therapy clinic in Escaldes-Engordany, with two physical therapists, resident patients and lots of trail runners. Use it as a template: change the industry and the framework stays the same.<\/p>\n\n\n\n<figure class=\"wp-block-table tb\"><table><thead><tr><th>Step<\/th><th>Decision<\/th><th>Deliverable<\/th><\/tr><\/thead><tbody><tr><td>1 \u00b7 Positioning<\/td><td>\u201cFor runners and mountain athletes who get injured, we're the clinic that gets them back to training with a written plan, because we analyze their movement on the first visit\u201d<\/td><td>A statement the whole team signs off on<\/td><\/tr><tr><td>2 \u00b7 Benefit<\/td><td>Getting back to training without relapses. Proof: a running analysis and a written plan from the first session. \u201cPersonal care\u201d and \u201cqualified professionals\u201d are dropped, because the whole industry says them<\/td><td>One benefit and its proof<\/td><\/tr><tr><td>3 \u00b7 Brainstorm<\/td><td>More than 40 options using the templates and this article's prompt, in Spanish and in Catalan<\/td><td>A long list, with no judging<\/td><\/tr><tr><td>4 \u00b7 Filter<\/td><td>Lines scoring 19 or more out of 24 go through. \u201cTu cuerpo, nuestra pasi\u00f3n\u201d (\u201cyour body, our passion\u201d) is dropped for being generic, and \u201cFisio de altura\u201d (\u201chigh-altitude physio\u201d) because the pun doesn't land the same way in Catalan<\/td><td>Five finalists, including \u201cVuelve a la monta\u00f1a\u201d (\u201cback to the mountain\u201d) and \u201cVuelve a correr, con un plan por escrito\u201d (\u201crun again, with a written plan\u201d)<\/td><\/tr><tr><td>5 \u00b7 Testing<\/td><td>The five are shown to 12 patients (comprehension and next-day recall), and the top three run for two weeks in the same Instagram ad<\/td><td>The winner: the one that's remembered most and brings in bookings at the lowest cost<\/td><\/tr><tr><td>6 \u00b7 Trademark<\/td><td>A search in the OMPA's Registre de Marques, the OEPM's Localizador and TMview. Registration in Andorra if the line turns out to be distinctive; in Spain, only if they plan to open there<\/td><td>A documented decision before anything gets printed<\/td><\/tr><tr><td>Usage<\/td><td>Website header, end of the exercise videos, email signature and sign. On the Google Business Profile, only in the description<\/td><td>One slogan, always the same, with the descriptor \u201cSports physical therapy in Escaldes-Engordany\u201d underneath<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">What matters in this example isn't the final line, but the fact that <strong>every step leaves a written decision<\/strong>. If two years from now someone suggests changing the slogan, everyone knows why this one was chosen and what would have to change in the business to justify a new one.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"no-haria\">What I wouldn't do<\/h2>\n\n\n\n<ul class=\"wp-block-list no\">\n<li>Write the slogan before the positioning is clear.<\/li>\n\n<li>Choose it by a vote at the office or among family.<\/li>\n\n<li>Keep the first line an AI gives me, or the first one I come up with myself.<\/li>\n\n<li>Promise something I don't deliver every single day.<\/li>\n\n<li>Write it in English because it \u201csounds more professional\u201d when my customers speak Spanish or Catalan.<\/li>\n\n<li>Copy the structure of a famous slogan.<\/li>\n\n<li>Print signs without searching for the line in the OEPM, TMview and the OMPA (and the USPTO, if I sold in the US).<\/li>\n\n<li>Put the slogan in the name of my Google Business Profile.<\/li>\n\n<li>Change it every time the campaign or the marketing manager changes.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"idea-final\">The bottom line<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The perfect slogan doesn't exist on the day you write it. It's built over time: a clear, true line that's yours, repeated consistently in everything you do. The most famous ones on this list aren't famous just because they're clever; they're famous because their brands have stuck with them for years, sometimes for decades.<\/p>\n\n\n\n<ul class=\"wp-block-list fw\">\n<li>Positioning<\/li>\n\n<li>Benefit<\/li>\n\n<li>Options<\/li>\n\n<li>Filter<\/li>\n\n<li>Testing<\/li>\n\n<li>Trademark<\/li>\n\n<li class=\"hi\">Consistency<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">If I had to keep just one idea: <strong>before you look for a nice line, decide what you want people to think of you.<\/strong> The line comes after, and it almost always turns out simpler than you expected.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"faq\">Frequently asked questions<\/h2>\n\n\n\n<div class=\"dga-faq\">\n<details class=\"fq\" name=\"dga-faq\" open><summary><h3>What is a slogan, and what are some examples?<\/h3><\/summary><p>It's the short line a brand repeats so you remember it and know what it promises you. Three very different examples: Nike's \u201cJust Do It,\u201d a three-word imperative; IKEA Spain's \u201cBienvenido a la rep\u00fablica independiente de tu casa\u201d (\u201cwelcome to the independent republic of your home\u201d), which turns your home into a territory with its own rules; and \u201cSi bebes, no conduzcas\u201d (\u201cif you drink, don't drive\u201d), from Spain's traffic authority, which shows that institutions can have slogans too. All three work because they're understood at first glance, promise or ask for something specific and have been repeated for years.<\/p><\/details>\n<details class=\"fq\" name=\"dga-faq\"><summary><h3>What's the difference between a slogan and a tagline?<\/h3><\/summary><p>In practice many people use them interchangeably, but there's a useful difference: a tagline is the official line fixed next to the logo for years, like BMW's \u201cThe Ultimate Driving Machine,\u201d while \u201cslogan\u201d also covers lines for specific campaigns or products, which change more often. Think of the tagline as the brand's signature and of slogans as what it says in each campaign. Some lines start as a campaign slogan and end up as the tagline: Nike's \u201cJust Do It\u201d is the classic case. In the UK, a tagline is often called a strapline.<\/p><\/details>\n<details class=\"fq\" name=\"dga-faq\"><summary><h3>What are the most famous slogans?<\/h3><\/summary><p>Among the most cited worldwide are \u201cJust Do It\u201d (Nike), \u201cThink different\u201d (Apple), \u201ci'm lovin' it\u201d (McDonald's), \u201cRed Bull gives you wings,\u201d \u201cBecause I'm worth it\u201d (L'Or\u00e9al Paris), \u201cA diamond is forever\u201d (De Beers), \u201cHave a break, have a KitKat\u201d and \u201cI \u2665 NY.\u201d In Spain, some of the best known are \u201cLa chispa de la vida\u201d (Coca-Cola), \u201cBienvenido a la rep\u00fablica independiente de tu casa\u201d (IKEA), \u201cBusque, compare, y si encuentra algo mejor, c\u00f3mprelo\u201d (Col\u00f3n), \u201cSi no hay Casera, nos vamos\u201d and \u201cHacienda somos todos.\u201d This article has 62 of them, grouped by type and explained.<\/p><\/details>\n<details class=\"fq\" name=\"dga-faq\"><summary><h3>What are the slogans of Nike, Adidas, McDonald's and Apple?<\/h3><\/summary><p>Nike has signed off with \u201cJust Do It\u201d since the late eighties and keeps it in English even in Spain. Adidas's best-known slogan is \u201cImpossible is nothing,\u201d which flips a set phrase. McDonald's uses \u201ci'm lovin' it,\u201d which it first launched in Germany as \u201cich liebe es.\u201d And Apple's most famous one is \u201cThink different,\u201d although the brand stopped using it years ago. Three of the four are imperatives or written in the first person: they put the line in the customer's mouth, not the brand's.<\/p><\/details>\n<details class=\"fq\" name=\"dga-faq\"><summary><h3>What's a good slogan for a coffee shop?<\/h3><\/summary><p>One that says something your coffee shop has and the others don't. If you roast your own coffee, say so (\u201cRoasted this week\u201d); if you're the neighborhood meeting point, turn it into a promise (\u201cYour neighborhood starts with a coffee\u201d); if breakfast is your strong suit, go for the moment (\u201cYour morning starts here\u201d). Avoid \u201cThe best coffee in town,\u201d which you can't prove, and the coffee puns half the country already uses. These examples are made up: before using them, check them in the USPTO's Trademark Search if you're in the US, in the OEPM in Spain or, in Andorra, in the OMPA.<\/p><\/details>\n<details class=\"fq\" name=\"dga-faq\"><summary><h3>What makes a slogan catchy?<\/h3><\/summary><p>Rhythm, brevity and sounding like something people would actually say. The catchiest lines end up in everyday speech: Wendy's \u201cWhere's the beef?\u201d even made it into a US presidential primary debate. In Spain, \u201cSi no hay Casera, nos vamos,\u201d \u201cTacita a tacita\u201d (Caf\u00e9 Monky), \u201cCuate, aqu\u00ed hay tomate\u201d (Orlando), \u201cClaro que s\u00ed, guapi\u201d (Chicfy) and \u201cVuelve a casa por Navidad\u201d (El Almendro) did the same. But catchy doesn't guarantee sales: Chicfy no longer exists. What works is a catchy line tied to what the brand actually sells.<\/p><\/details>\n<details class=\"fq\" name=\"dga-faq\"><summary><h3>What is Coca-Cola's slogan?<\/h3><\/summary><p>It depends on the era and the country, because Coca-Cola has changed its slogan several times. Globally, it launched \u201cOpen Happiness\u201d and later introduced \u201cReal Magic\u201d as its global brand platform. In Spain, the classic is \u201cLa chispa de la vida\u201d (\u201cthe spark of life\u201d), and the global lines were adapted as \u201cDestapa la felicidad\u201d and, in Spanish-language ads, \u201cMagia de verdad.\u201d It's an example of a brand that can afford to change its line because its name and its logo already do the recognition work. A small business doesn't have that cushion.<\/p><\/details>\n<details class=\"fq\" name=\"dga-faq\"><summary><h3>Which agency can help me create the slogan and identity for my brand in Andorra?<\/h3><\/summary><p>Look for a team that starts with positioning, not with typefaces, that works on the slogan together with the logo and the visual identity, and that in Andorra thinks in Catalan, Spanish and French from the start. Ask them to show you their process, not just pretty proposals, and to check registration at the OMPA and, if you sell in Spain, at the OEPM. At DigiAcci\u00f3n, a <a href=\"https:\/\/www.digiaccion.com\/en\/\">digital marketing agency in Andorra<\/a>, we work from La Massana with this same method: positioning, line, customer testing and design.<\/p><\/details>\n<\/div>\n<script type=\"application\/ld+json\">{\"@context\":\"https:\/\/schema.org\",\"@type\":\"FAQPage\",\"mainEntity\":[{\"@type\":\"Question\",\"name\":\"What is a slogan, and what are some examples?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"It's the short line a brand repeats so you remember it and know what it promises you. Three very different examples: Nike's \u201cJust Do It,\u201d a three-word imperative; IKEA Spain's \u201cBienvenido a la rep\u00fablica independiente de tu casa\u201d (\u201cwelcome to the independent republic of your home\u201d), which turns your home into a territory with its own rules; and \u201cSi bebes, no conduzcas\u201d (\u201cif you drink, don't drive\u201d), from Spain's traffic authority, which shows that institutions can have slogans too. 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In the UK, a tagline is often called a strapline.\"}},{\"@type\":\"Question\",\"name\":\"What are the most famous slogans?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Among the most cited worldwide are \u201cJust Do It\u201d (Nike), \u201cThink different\u201d (Apple), \u201ci'm lovin' it\u201d (McDonald's), \u201cRed Bull gives you wings,\u201d \u201cBecause I'm worth it\u201d (L'Or\u00e9al Paris), \u201cA diamond is forever\u201d (De Beers), \u201cHave a break, have a KitKat\u201d and \u201cI \u2665 NY.\u201d In Spain, some of the best known are \u201cLa chispa de la vida\u201d (Coca-Cola), \u201cBienvenido a la rep\u00fablica independiente de tu casa\u201d (IKEA), \u201cBusque, compare, y si encuentra algo mejor, c\u00f3mprelo\u201d (Col\u00f3n), \u201cSi no hay Casera, nos vamos\u201d and \u201cHacienda somos todos.\u201d This article has 62 of them, grouped by type and explained.\"}},{\"@type\":\"Question\",\"name\":\"What are the slogans of Nike, Adidas, McDonald's and Apple?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Nike has signed off with \u201cJust Do It\u201d since the late eighties and keeps it in English even in Spain. Adidas's best-known slogan is \u201cImpossible is nothing,\u201d which flips a set phrase. McDonald's uses \u201ci'm lovin' it,\u201d which it first launched in Germany as \u201cich liebe es.\u201d And Apple's most famous one is \u201cThink different,\u201d although the brand stopped using it years ago. Three of the four are imperatives or written in the first person: they put the line in the customer's mouth, not the brand's.\"}},{\"@type\":\"Question\",\"name\":\"What's a good slogan for a coffee shop?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"One that says something your coffee shop has and the others don't. If you roast your own coffee, say so (\u201cRoasted this week\u201d); if you're the neighborhood meeting point, turn it into a promise (\u201cYour neighborhood starts with a coffee\u201d); if breakfast is your strong suit, go for the moment (\u201cYour morning starts here\u201d). Avoid \u201cThe best coffee in town,\u201d which you can't prove, and the coffee puns half the country already uses. These examples are made up: before using them, check them in the USPTO's Trademark Search if you're in the US, in the OEPM in Spain or, in Andorra, in the OMPA.\"}},{\"@type\":\"Question\",\"name\":\"What makes a slogan catchy?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Rhythm, brevity and sounding like something people would actually say. The catchiest lines end up in everyday speech: Wendy's \u201cWhere's the beef?\u201d even made it into a US presidential primary debate. In Spain, \u201cSi no hay Casera, nos vamos,\u201d \u201cTacita a tacita\u201d (Caf\u00e9 Monky), \u201cCuate, aqu\u00ed hay tomate\u201d (Orlando), \u201cClaro que s\u00ed, guapi\u201d (Chicfy) and \u201cVuelve a casa por Navidad\u201d (El Almendro) did the same. But catchy doesn't guarantee sales: Chicfy no longer exists. What works is a catchy line tied to what the brand actually sells.\"}},{\"@type\":\"Question\",\"name\":\"What is Coca-Cola's slogan?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"It depends on the era and the country, because Coca-Cola has changed its slogan several times. Globally, it launched \u201cOpen Happiness\u201d and later introduced \u201cReal Magic\u201d as its global brand platform. In Spain, the classic is \u201cLa chispa de la vida\u201d (\u201cthe spark of life\u201d), and the global lines were adapted as \u201cDestapa la felicidad\u201d and, in Spanish-language ads, \u201cMagia de verdad.\u201d It's an example of a brand that can afford to change its line because its name and its logo already do the recognition work. A small business doesn't have that cushion.\"}},{\"@type\":\"Question\",\"name\":\"Which agency can help me create the slogan and identity for my brand in Andorra?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Look for a team that starts with positioning, not with typefaces, that works on the slogan together with the logo and the visual identity, and that in Andorra thinks in Catalan, Spanish and French from the start. Ask them to show you their process, not just pretty proposals, and to check registration at the OMPA and, if you sell in Spain, at the OEPM. At DigiAcci\u00f3n, a digital marketing agency in Andorra, we work from La Massana with this same method: positioning, line, customer testing and design.\"}}]}<\/script>\n\n\n\n<div class=\"wp-block-group ca is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"cth wp-block-paragraph\">Could your competitors use your slogan word for word?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We'd start with your positioning and the benefit you can prove; then we'd propose three to five slogans, filtered and checked against the trademark registers, and finally we'd carry them through to your logo, your website and your ads. Tell us what you sell and to whom.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.digiaccion.com\/en\/graphic-design-agency-andorra\/\">See our graphic design service \u2192<\/a><\/div>\n\n\n\n<div class=\"wp-block-button b2\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.digiaccion.com\/en\/contact\/\">Tell us about your project \u2192<\/a><\/div>\n\n\n\n<div class=\"wp-block-button b2\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.digiaccion.com\/en\/\">DigiAcci\u00f3n \u00b7 Digital marketing agency in Andorra \u2192<\/a><\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group src is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"lb wp-block-paragraph\">Sources<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Collins English Dictionary: <a href=\"https:\/\/www.collinsdictionary.com\/dictionary\/english\/slogan\" target=\"_blank\" rel=\"noopener\">\u201cslogan\u201d<\/a> (definition as shown in its Google search snippet). Wiktionary: <a href=\"https:\/\/en.wiktionary.org\/wiki\/slogan\" target=\"_blank\" rel=\"noopener\">\u201cslogan,\u201d etymology<\/a>. Real Academia Espa\u00f1ola: <a href=\"https:\/\/dle.rae.es\/eslogan\" target=\"_blank\" rel=\"noopener\">\u201ceslogan,\u201d Diccionario de la lengua espa\u00f1ola<\/a>. Institut d'Estudis Catalans: <a href=\"https:\/\/dlc.iec.cat\/Results?DecEntradaText=esl%C3%B2gan\" target=\"_blank\" rel=\"noopener\">\u201cesl\u00f2gan,\u201d DIEC2<\/a>.<\/li>\n\n<li>European Union: <a href=\"https:\/\/european-union.europa.eu\/principles-countries-history\/symbols\/eu-motto_en\" target=\"_blank\" rel=\"noopener\">EU motto<\/a>.<\/li>\n\n<li>Kohli, Thomas and Suri: <a href=\"https:\/\/doi.org\/10.2501\/JAR-53-1-031-042\" target=\"_blank\" rel=\"noopener\">\u201cAre You In Good Hands? Slogan Recall: What Really Matters\u201d<\/a>, Journal of Advertising Research, 53(1) (2013).<\/li>\n\n<li>Dass, Kohli, Kumar and Thomas: <a href=\"https:\/\/doi.org\/10.1016\/j.jbusres.2014.05.004\" target=\"_blank\" rel=\"noopener\">\u201cA study of the antecedents of slogan liking\u201d<\/a>, Journal of Business Research, 67(12) (2014), and <a href=\"https:\/\/news.uga.edu\/?p=12111\" target=\"_blank\" rel=\"noopener\">UGA Today release on the study<\/a> (June 25, 2014).<\/li>\n\n<li>Laran, Dalton and Andrade: <a href=\"https:\/\/doi.org\/10.1086\/656577\" target=\"_blank\" rel=\"noopener\">\u201cThe Curious Case of Behavioral Backlash: Why Brands Produce Priming Effects and Slogans Produce Reverse Priming Effects\u201d<\/a>, Journal of Consumer Research, 37(6) (2011).<\/li>\n\n<li>McGlone and Tofighbakhsh: <a href=\"https:\/\/doi.org\/10.1111\/1467-9280.00282\" target=\"_blank\" rel=\"noopener\">\u201cBirds of a Feather Flock Conjointly (?): Rhyme as Reason in Aphorisms\u201d<\/a>, Psychological Science, 11(5) (2000).<\/li>\n\n<li>OEPM (Spanish Patent and Trademark Office): <a href=\"https:\/\/oepm.es\/export\/sites\/portal\/comun\/documentos_relacionados\/PDF\/Prohibiciones_absolutas_signos.pdf\" target=\"_blank\" rel=\"noopener\">examination guidelines on absolute grounds, section on slogans<\/a> (January 2024) and <a href=\"https:\/\/www.oepm.es\/es\/detalle-noticia\/Actualizacion-de-las-Directrices-de-Examen-de-Prohibiciones-Absolutas-y-Relativas-de-Signos-Distintivos\/\" target=\"_blank\" rel=\"noopener\">update of its examination guidelines<\/a> (March 31, 2026).<\/li>\n\n<li>OEPM: <a href=\"https:\/\/www.oepm.es\/export\/sites\/portal\/comun\/documentos_relacionados\/PDF\/TASAS_MARCAS_Y_NOMBRES_COMERCIALES.pdf\" target=\"_blank\" rel=\"noopener\">trademark and trade name fees<\/a> (in effect since April 1, 2026), <a href=\"https:\/\/www.oepm.es\/export\/sites\/portal\/comun\/documentos_relacionados\/PDF\/Manuales\/Manual_solicitantes_marcas.pdf\" target=\"_blank\" rel=\"noopener\">information manual for trademark applicants<\/a> (January 2024) and <a href=\"https:\/\/www.oepm.es\/es\/herramientas\/buscador-base-de-datos\/buscador-marcas-y-nombres-comerciales\/index.html\" target=\"_blank\" rel=\"noopener\">trademark search tools<\/a>.<\/li>\n\n<li>BOE: <a href=\"https:\/\/www.boe.es\/buscar\/act.php?id=BOE-A-2001-23093\" target=\"_blank\" rel=\"noopener\">Spanish Trademark Act, Law 17\/2001 of December 7<\/a> (consolidated text).<\/li>\n\n<li>EUIPO: <a href=\"https:\/\/www.euipo.europa.eu\/en\/trade-marks\/before-applying\/fees-payments\" target=\"_blank\" rel=\"noopener\">EU trade mark fees<\/a> and European Union Intellectual Property Network (EUIPN): <a href=\"https:\/\/euipo.europa.eu\/tunnel-web\/secure\/webdav\/guest\/document_library\/EUIPN\/Common_practice\/CP17\/CP\/CP17_Common_Practice_en.pdf\" target=\"_blank\" rel=\"noopener\">common practice CP17, \u201cThe distinctive character of slogans\u201d<\/a> (February 2026).<\/li>\n\n<li>Court of Justice of the European Union: <a href=\"https:\/\/eur-lex.europa.eu\/legal-content\/EN\/TXT\/?uri=CELEX:62008CJ0398\" target=\"_blank\" rel=\"noopener\">judgment in Audi v OHIM, Case C-398\/08 P, \u201cVorsprung durch Technik\u201d<\/a> (January 21, 2010).<\/li>\n\n<li>Government of Andorra, OMPA: <a href=\"https:\/\/www.govern.ad\/ca\/tematiques\/empresa-i-emprenedoria\/ompa\/marques\" target=\"_blank\" rel=\"noopener\">trademarks<\/a>, <a href=\"https:\/\/www.govern.ad\/ca\/tematiques\/empresa-i-emprenedoria\/ompa\/marques\/taxes-i-preus-publics-de-tramitacions-administratives\" target=\"_blank\" rel=\"noopener\">fees and public prices<\/a> and <a href=\"https:\/\/portaljuridicandorra.ad\/L19950511C\" target=\"_blank\" rel=\"noopener\">Trademark Act of May 11, 1995<\/a> (amended on June 4, 2026).<\/li>\n\n<li>USPTO: <a href=\"https:\/\/www.govinfo.gov\/content\/pkg\/FR-2024-11-18\/html\/2024-26644.htm\" target=\"_blank\" rel=\"noopener\">final rule \u201cSetting and Adjusting Trademark Fees During Fiscal Year 2025\u201d<\/a>, Federal Register (November 18, 2024; effective January 18, 2025) and <a href=\"https:\/\/www.uspto.gov\/subscription-center\/2023\/retiring-tess-what-know-about-new-trademark-search-system\" target=\"_blank\" rel=\"noopener\">notice on the new Trademark Search system<\/a> (2023). <a href=\"https:\/\/www.law.cornell.edu\/uscode\/text\/15\/1058\" target=\"_blank\" rel=\"noopener\">15 U.S.C. \u00a7 1058, duration of registration and affidavits of use<\/a> (Cornell Law School LII). United States Court of Appeals for the Federal Circuit: <a href=\"https:\/\/caselaw.findlaw.com\/us-federal-circuit\/1081899.html\" target=\"_blank\" rel=\"noopener\">In re Boston Beer Co.<\/a> (December 7, 1999).<\/li>\n\n<li>WIPO: <a href=\"https:\/\/www.wipo.int\/en\/web\/classification-nice\/faq\" target=\"_blank\" rel=\"noopener\">frequently asked questions about the Nice Classification<\/a> (13th edition, in force since January 1, 2026).<\/li>\n\n<li>Google Business Profile Help: <a href=\"https:\/\/support.google.com\/business\/answer\/3038177?hl=en\" target=\"_blank\" rel=\"noopener\">guidelines for representing your business on Google<\/a>.<\/li>\n\n<li>International slogans: Nike (<a href=\"https:\/\/news.wgcu.org\/2022-10-06\/just-do-it-how-the-iconic-nike-tagline-built-a-career-for-the-late-dan-wieden\" target=\"_blank\" rel=\"noopener\">NPR, October 6, 2022<\/a>) \u00b7 Apple (<a href=\"https:\/\/www.warc.com\/en\/article\/apple-computer,-inc.:-think-different-campaign-934da1fbcd3b420a89a281231e66e79a\" target=\"_blank\" rel=\"noopener\">WARC<\/a>) \u00b7 McDonald's (<a href=\"https:\/\/mcdonalds.mediaroom.com\/2003-06-11-McDonalds-Unveils-New-Brand-Creative-Direction-at-Worldwide-Marketing-Conference-in-Chicago\" target=\"_blank\" rel=\"noopener\">McDonald's release, June 11, 2003<\/a>) \u00b7 Red Bull (<a href=\"https:\/\/www.redbull.com\/us-en\/energydrink\/company-profile\" target=\"_blank\" rel=\"noopener\">Red Bull company profile<\/a> and <a href=\"https:\/\/www.redbull.com\/es-es\/\" target=\"_blank\" rel=\"noopener\">Red Bull Spain website<\/a>) \u00b7 L'Or\u00e9al Paris (<a href=\"https:\/\/www.lorealparisusa.com\/the-final-copy-of-ilon-specht\" target=\"_blank\" rel=\"noopener\">L'Or\u00e9al Paris<\/a> and <a href=\"https:\/\/forbes.es\/forbes-w\/128481\/porque-yo-lo-valgo-el-lema-atemporal-de-vision-moderna-loreal\/\" target=\"_blank\" rel=\"noopener\">Forbes Espa\u00f1a<\/a>) \u00b7 De Beers (<a href=\"https:\/\/infocenter.git.or.th\/en\/business-news\/business-news-20230915-1-2\" target=\"_blank\" rel=\"noopener\">GIT, September 15, 2023<\/a>) \u00b7 Mastercard, Got Milk? and Wendy's (<a href=\"https:\/\/www.aaaa.org\/timeline-event\/mastercard-mccann-erickson-campaign-never-got-old-priceless\/\" target=\"_blank\" rel=\"noopener\">4A's<\/a> and <a href=\"https:\/\/www.thedrum.com\/news\/1997-mccann-creates-iconic-priceless-campaign-mastercard\" target=\"_blank\" rel=\"noopener\">The Drum<\/a>) \u00b7 FedEx (<a href=\"https:\/\/www.warc.com\/content\/article\/gale-emmc\/federal-express-corporation-when-it-absolutely-positively-has-to-be-there-overnight-campaign-1978-1983\/en-gb\/84147\" target=\"_blank\" rel=\"noopener\">WARC<\/a>) \u00b7 Avis (<a href=\"https:\/\/blogs.library.duke.edu\/rubenstein\/2017\/11\/15\/try-harder-famous-ad-campaigns-paula-green\/\" target=\"_blank\" rel=\"noopener\">Duke University Libraries<\/a>) \u00b7 BMW (<a href=\"https:\/\/www.stjohns.edu\/academics\/schools\/college-professional-studies\/ammirati-puris-archive-st-johns-university\/bmw-ultimate-driving-machine\" target=\"_blank\" rel=\"noopener\">Ammirati &amp; Puris archive, St. John's University<\/a>) \u00b7 Audi (<a href=\"https:\/\/www.automotiveworld.com\/news-releases\/a-slogan-with-history-audi-marks-50-years-of-vorsprung-durch-technik\/\" target=\"_blank\" rel=\"noopener\">Audi release for the 50th anniversary<\/a>) \u00b7 Intel (<a href=\"https:\/\/www.intel.com\/content\/www\/us\/en\/history\/virtual-vault\/articles\/end-user-marketing-intel-inside.html\" target=\"_blank\" rel=\"noopener\">Intel<\/a>) \u00b7 Nokia (<a href=\"https:\/\/blogs.windows.com\/devices\/2011\/01\/31\/10-things-you-didnt-know-about-nokia-part-2\/\" target=\"_blank\" rel=\"noopener\">Windows blog<\/a>) \u00b7 KitKat (<a href=\"https:\/\/www.creativereview.co.uk\/have-a-break-have-a-kit-kat\/\" target=\"_blank\" rel=\"noopener\">Creative Review<\/a> and <a href=\"https:\/\/www.marketingdirecto.com\/anunciantes-general\/kitkat-lanzamiento-tabletas-chocolate-nestle\" target=\"_blank\" rel=\"noopener\">Marketing Directo<\/a>) \u00b7 Walmart (<a href=\"https:\/\/www.chiefmarketer.com\/wal-mart-launches-new-marketing-slogan\/\" target=\"_blank\" rel=\"noopener\">Chief Marketer<\/a>) \u00b7 Gillette (<a href=\"https:\/\/www.adweek.com\/?p=1013621\" target=\"_blank\" rel=\"noopener\">Adweek<\/a>) \u00b7 Carlsberg (<a href=\"https:\/\/archives.beveragebusiness.com\/2011\/06\/the-end-of-carlsbergaes-famous-slogan-probably\/\" target=\"_blank\" rel=\"noopener\">Beverage Business<\/a>) \u00b7 Maybelline (<a href=\"https:\/\/www.marketingdive.com\/news\/maybelline-slogan-launch-tiktok-marketing-to-gen-z\/725853\/\" target=\"_blank\" rel=\"noopener\">Marketing Dive<\/a>) \u00b7 KFC (<a href=\"https:\/\/www.cbsnews.com\/amp\/news\/kfc-finger-lickin-good-slogan-coronavirus-pandemic\" target=\"_blank\" rel=\"noopener\">CBS News<\/a> and <a href=\"https:\/\/www.reasonwhy.es\/actualidad\/kfc-sudafrica-prueba-eslogan-marcas-competencia-redes-sociales\" target=\"_blank\" rel=\"noopener\">Reason Why<\/a>) \u00b7 Lay's (<a href=\"https:\/\/www.warc.com\/content\/article\/frito-lay-company-betcha-cant-eat-just-one-campaign-1963-1992\/en-gb\/84150\" target=\"_blank\" rel=\"noopener\">WARC<\/a>) \u00b7 Snickers (<a href=\"https:\/\/www.adweek.com\/brand-marketing\/how-snickers-transformed-a-basic-biological-need-into-super-bowl-success\/\" target=\"_blank\" rel=\"noopener\">Adweek<\/a>) \u00b7 Las Vegas (<a href=\"https:\/\/www.fox5vegas.com\/2023\/02\/13\/what-happens-here-stays-here-slogan-turns-20-years-old-during-super-bowl\" target=\"_blank\" rel=\"noopener\">FOX5 Las Vegas<\/a>) \u00b7 I \u2665 NY (<a href=\"https:\/\/www.kaxe.org\/2020-06-27\/milton-glaser-designer-behind-the-i-ny-logo-dies-on-91st-birthday\" target=\"_blank\" rel=\"noopener\">NPR<\/a>) \u00b7 Tesco (<a href=\"https:\/\/www.creativereview.co.uk\/every-little-helps\/\" target=\"_blank\" rel=\"noopener\">Creative Review<\/a>) \u00b7 Airbnb (<a href=\"https:\/\/www.dezeen.com\/2014\/07\/16\/airbnb-rebrand-designstudio\/\" target=\"_blank\" rel=\"noopener\">Dezeen<\/a>) \u00b7 Dunkin' (<a href=\"https:\/\/www.bostonglobe.com\/business\/2018\/04\/17\/dunkin-long-runs-hill-holliday\/x7h4aJRbvFhLJZOtG82lHI\/story.html\" target=\"_blank\" rel=\"noopener\">Boston Globe<\/a>) \u00b7 Burger King (<a href=\"https:\/\/www.nrn.com\/quick-service\/burger-king-unveils-new-brand-update-have-it-your-way\" target=\"_blank\" rel=\"noopener\">Nation's Restaurant News<\/a>) \u00b7 Old Spice (<a href=\"https:\/\/www.afaqs.com\/news\/advertising\/old-spice-reboots-its-original-smell-like-a-man-campaign\" target=\"_blank\" rel=\"noopener\">afaqs!<\/a>) \u00b7 Disneyland (<a href=\"https:\/\/thewaltdisneycompany.com\/?p=32321\" target=\"_blank\" rel=\"noopener\">The Walt Disney Company<\/a>) \u00b7 Coca-Cola (<a href=\"https:\/\/investors.coca-colacompany.com\/news-events\/press-releases\/detail\/328\/open-happiness-and-enjoy-lifes-simple-pleasures-with-coca-cola\" target=\"_blank\" rel=\"noopener\">The Coca-Cola Company: Open Happiness<\/a>, <a href=\"https:\/\/investors.coca-colacompany.com\/news-events\/press-releases\/detail\/1036\/the-coca-cola-company-unveils-new-global-brand-platform-for-coca-cola-trademark\" target=\"_blank\" rel=\"noopener\">Real Magic<\/a>, and Reason Why: <a href=\"https:\/\/www.reasonwhy.es\/actualidad\/audiovisual\/548\/coca-cola-gana-el-tp-de-oro-al-mejor-anuncio-con-razones-para-creer\" target=\"_blank\" rel=\"noopener\">\u201cDestapa la felicidad\u201d<\/a> and <a href=\"https:\/\/www.reasonwhy.es\/actualidad\/coca-cola-anuncio-navidad-magia-spot-2021\" target=\"_blank\" rel=\"noopener\">\u201cMagia de verdad\u201d<\/a>) \u00b7 adidas (<a href=\"https:\/\/www.warc.com\/en\/article\/adidas-salomon-ag%3A-impossible-is-nothing-campaign-2a65f4044b6a4b7cb75b88db92d3c893\" target=\"_blank\" rel=\"noopener\">WARC<\/a>) \u00b7 Smokey Bear (<a href=\"https:\/\/smokeybear.com\/smokeys-story\" target=\"_blank\" rel=\"noopener\">Smokey Bear<\/a> and <a href=\"https:\/\/www.kunc.org\/2024-08-09\/smokey-bear-turns-80-this-year-did-he-help-prevent-forest-fires\" target=\"_blank\" rel=\"noopener\">NPR<\/a>).<\/li>\n\n<li>Slogans from Spain: IKEA (<a href=\"https:\/\/www.ikea.com\/es\/es\/newsroom\/corporate-news\/ikea-celebra-los-30-anos-de-su-primer-anuncio-en-espana-pubbf2ac960\/\" target=\"_blank\" rel=\"noopener\">IKEA Spain<\/a>) \u00b7 BMW Spain (<a href=\"https:\/\/www.reasonwhy.es\/actualidad\/bmw-captura-placer-conducir-moving-landscapes\" target=\"_blank\" rel=\"noopener\">Reason Why<\/a>) \u00b7 Coca-Cola Spain (<a href=\"https:\/\/www.reasonwhy.es\/actualidad\/sector\/coca-cola-sigue-siendo-la-chispa-de-la-vida-entrevista-con-carolina-aransay-2017\" target=\"_blank\" rel=\"noopener\">Reason Why<\/a>) \u00b7 Rexona (<a href=\"https:\/\/www.reasonwhy.es\/actualidad\/rexona-recupera-iconico-nunca-te-abandona-declaracion-principios\" target=\"_blank\" rel=\"noopener\">Reason Why<\/a>) \u00b7 MediaMarkt (<a href=\"https:\/\/www.marketingdirecto.com\/imprescindibles\/historia-marcas\/25-anos-mediamarkt-espana-grandes-hitos-curiosidades-compania\" target=\"_blank\" rel=\"noopener\">Marketing Directo<\/a>) \u00b7 Estrella Damm (<a href=\"https:\/\/www.marketingdirecto.com\/marketing-general\/estrella-damm-vuelve-a-los-origenes-de-mediterraneamente\" target=\"_blank\" rel=\"noopener\">Marketing Directo<\/a>) \u00b7 La Casera (<a href=\"https:\/\/forbes.es\/empresas\/249800\/campanas-con-historia-xv-si-no-hay-casera-nos-vamos-la-casera-1982-1987\/\" target=\"_blank\" rel=\"noopener\">Forbes Espa\u00f1a<\/a>) \u00b7 Col\u00f3n (<a href=\"https:\/\/forbes.es\/empresas\/235058\/campanas-con-historia-xi-busque-compare-y-si-encuentra-algo-mejor-comprelo-camp-1986\/\" target=\"_blank\" rel=\"noopener\">Forbes Espa\u00f1a<\/a>) \u00b7 El Almendro (<a href=\"https:\/\/www.marketingdirecto.com\/imprescindibles\/historia-marcas\/turrones-mas-140-anos-trayectoria-historia-almendro\" target=\"_blank\" rel=\"noopener\">Marketing Directo<\/a>) \u00b7 El Corte Ingl\u00e9s (<a href=\"https:\/\/www.reasonwhy.es\/actualidad\/lanzarote-musica-electronica-campana-ya-es-primavera-el-corte-ingles-2025\" target=\"_blank\" rel=\"noopener\">Reason Why<\/a>) \u00b7 Ruavieja (<a href=\"https:\/\/www.reasonwhy.es\/actualidad\/campanas\/este-anuncio-de-ruavieja-te-va-emocionar-2017-11-23\" target=\"_blank\" rel=\"noopener\">Reason Why<\/a>) \u00b7 Cruzcampo (<a href=\"https:\/\/www.reasonwhy.es\/actualidad\/cruzcampo-con-mucho-acento-gana-gran-premio-eficacia-2021\" target=\"_blank\" rel=\"noopener\">Reason Why<\/a>) \u00b7 Chocolates Valor (<a href=\"https:\/\/ipmark.com\/chocolates-valor-rescata-el-placer-de-ser-adulto\/\" target=\"_blank\" rel=\"noopener\">IPMARK<\/a>) \u00b7 Pipas Facundo (<a href=\"https:\/\/www.eldebate.com\/opinion\/20220112\/publicidad-rimada.html\" target=\"_blank\" rel=\"noopener\">El Debate<\/a>) \u00b7 Lidl (<a href=\"https:\/\/www.reasonwhy.es\/actualidad\/lidl-nuevo-posicionamiento-internacional-vale-la-pena\" target=\"_blank\" rel=\"noopener\">Reason Why<\/a>) \u00b7 Avecrem (<a href=\"https:\/\/forbes.es\/?p=238178\" target=\"_blank\" rel=\"noopener\">Forbes Espa\u00f1a<\/a>) \u00b7 Caf\u00e9 Monky (<a href=\"https:\/\/forbes.es\/empresas\/227732\/campanas-con-historia-ix-tacita-a-tacita-cafe-monky-1981\/\" target=\"_blank\" rel=\"noopener\">Forbes Espa\u00f1a<\/a>) \u00b7 Orlando (<a href=\"https:\/\/forbes.es\/empresas\/242785\/campanas-con-historia-xiii-cuate-aqui-hay-tomate-orlando-1982\/\" target=\"_blank\" rel=\"noopener\">Forbes Espa\u00f1a<\/a>) \u00b7 Saba (<a href=\"https:\/\/forbes.es\/empresas\/230776\/campanas-con-historia-x-el-que-sabe-saba-saba-1982\/\" target=\"_blank\" rel=\"noopener\">Forbes Espa\u00f1a<\/a>) \u00b7 Chicfy (<a href=\"https:\/\/forbes.es\/empresas\/246060\/campanas-con-historia-xiv-claro-que-si-guapi-chicfy-2016\/\" target=\"_blank\" rel=\"noopener\">Forbes Espa\u00f1a<\/a>) \u00b7 Hacienda (<a href=\"https:\/\/forbes.es\/empresas\/271329\/campanas-con-historia-xvii-hacienda-somos-todos-ministerio-de-hacienda-1978\/\" target=\"_blank\" rel=\"noopener\">Forbes Espa\u00f1a<\/a>) \u00b7 DGT (<a href=\"https:\/\/forbes.es\/empresas\/193089\/campanas-historicas-si-bebes-no-conduzcas-dgt-1985\/\" target=\"_blank\" rel=\"noopener\">Forbes Espa\u00f1a<\/a>) \u00b7 \u201cP\u00f3ntelo. P\u00f3nselo.\u201d (<a href=\"https:\/\/forbes.es\/empresas\/252588\/campanas-con-historia-xvi-pontelo-ponselo-ministerios-de-asuntos-sociales-y-sanidad-1990\/\" target=\"_blank\" rel=\"noopener\">Forbes Espa\u00f1a<\/a>).<\/li>\n\n<li>Slogans from Andorra (official websites checked on October 20, 2026): <a href=\"https:\/\/visitandorra.com\/en\/\" target=\"_blank\" rel=\"noopener\">Visit Andorra<\/a> \u00b7 <a href=\"https:\/\/www.palarinsal.com\/en\/\" target=\"_blank\" rel=\"noopener\">Pal Arinsal<\/a> \u00b7 <a href=\"https:\/\/www.grandvalira.com\/ca\" target=\"_blank\" rel=\"noopener\">Grandvalira<\/a> (and its <a href=\"https:\/\/www.grandvalira.com\/en\" target=\"_blank\" rel=\"noopener\">English website<\/a>) \u00b7 <a href=\"https:\/\/www.morabanc.ad\/\" target=\"_blank\" rel=\"noopener\">MoraBanc<\/a>.<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"au\"><img decoding=\"async\" src=\"data:image\/jpeg;base64,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\" alt=\"Jes\u00fas Almir Costa\" width=\"72\" height=\"72\"><p>Author: <a href=\"https:\/\/www.linkedin.com\/in\/jesusalmircosta\/\" target=\"_blank\" rel=\"noopener\">Jes\u00fas Almir Costa<span class=\"lk i-linkedin\" aria-hidden=\"true\"><\/span><\/a><br>Founder of DigiAcci\u00f3n<\/p><\/div>\n\n\n\n<div class=\"sv2 rel\">\n<span class=\"lb\">Keep reading<\/span>\n<div class=\"sv2g\"><a href=\"https:\/\/www.digiaccion.com\/en\/publicidad\/advertising-campaign\/\"><b>How to create an advertising campaign<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/diseno-web\/how-to-create-a-website\/\"><b>How to create a website that sells<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/diseno-web\/landing-page\/\"><b>A landing page that converts<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><\/div>\n<\/div>\n\n\n\n<div class=\"sv2\">\n<span class=\"lb\">DigiAcci\u00f3n services<\/span>\n<div class=\"sv2g\"><a href=\"https:\/\/www.digiaccion.com\/en\/web-design-agency-in-andorra\/\"><b>Web design agency in Andorra<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/e-commerce-design-agency-andorra\/\"><b>E-commerce agency in Andorra<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/seo-organic-positioning-agency-andorra\/\"><b>SEO agency in Andorra<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/geo-agency-ai-chat-positioning-andorra\/\"><b>GEO agency in Andorra<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/google-ads-sem-agency-in-andorra\/\"><b>Google Ads agency in Andorra<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/meta-ads-agency-facebook-ads-in-andorra\/\"><b>Social Ads agency in Andorra<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/graphic-design-agency-andorra\/\"><b>Graphic design agency in Andorra<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/video-production-editing-agency-andorra\/\"><b>Video production and editing agency in Andorra<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/legal-marketing-agency-lawyers\/\"><b>Digital marketing agency for lawyers<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><\/div>\n<\/div>\n\n\n\n<div class=\"sv2 sect\">\n<span class=\"lb\">Web design by sector<\/span>\n<p class=\"sectp\"><span>A page for each sector, with examples and ballpark prices.<\/span><span class=\"hint\" aria-hidden=\"true\">Swipe to see all 14 \u2192<\/span><\/p>\n<div class=\"sv2g\"><a href=\"https:\/\/www.digiaccion.com\/en\/web-design-agency-hotels\/\"><b>Hotel website design<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/web-design-agency-restaurants-hospitality\/\"><b>Web design for restaurants and hospitality<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/web-design-agency-real-estate\/\"><b>Real estate website design<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/web-design-agency-consulting-management-firms\/\"><b>Web design for consulting and management firms<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/web-design-agency-lawyers-law-firms\/\"><b>Web design for lawyers and law firms<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/web-design-agency-architects-interior-designers\/\"><b>Web design for architects and interior designers<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/web-design-agency-clinics-healthcare\/\"><b>Web design for clinics and healthcare<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/web-design-agency-construction-contractors\/\"><b>Contractor website design<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/web-design-agency-auto-repair-shops\/\"><b>Auto repair website design<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/web-design-agency-veterinary-clinics\/\"><b>Veterinary website design<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/web-design-agency-gyms-fitness\/\"><b>Gym and fitness website design<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/web-design-agency-it-companies\/\"><b>Website design for IT companies<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/web-design-agency-fashion-brands\/\"><b>Fashion website design<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/web-design-agency-vacation-rentals\/\"><b>Vacation rental website design<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><\/div>\n<\/div>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>53 min read A slogan is the line from your brand that customers will read more often than any other: on your website, on the side of your van, in your email signature, at the end of every video and under your logo. And yet it usually gets written in ten minutes, the afternoon before [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":27401355,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_joinchat":[],"footnotes":""},"categories":[260],"tags":[],"class_list":["post-27401361","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding"],"_links":{"self":[{"href":"https:\/\/www.digiaccion.com\/en\/wp-json\/wp\/v2\/posts\/27401361","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.digiaccion.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.digiaccion.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.digiaccion.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.digiaccion.com\/en\/wp-json\/wp\/v2\/comments?post=27401361"}],"version-history":[{"count":2,"href":"https:\/\/www.digiaccion.com\/en\/wp-json\/wp\/v2\/posts\/27401361\/revisions"}],"predecessor-version":[{"id":27401363,"href":"https:\/\/www.digiaccion.com\/en\/wp-json\/wp\/v2\/posts\/27401361\/revisions\/27401363"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.digiaccion.com\/en\/wp-json\/wp\/v2\/media\/27401355"}],"wp:attachment":[{"href":"https:\/\/www.digiaccion.com\/en\/wp-json\/wp\/v2\/media?parent=27401361"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.digiaccion.com\/en\/wp-json\/wp\/v2\/categories?post=27401361"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.digiaccion.com\/en\/wp-json\/wp\/v2\/tags?post=27401361"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}