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This month, 25 years ago, Nike, with the help of Wieden + Kennedy, unveiled the now famous advertising slogan, “Just Do It,” to the world.
In a look back, AdWeek laments that “Just Do It” is the last great advertising slogan we’ll ever see. Why? The writer believes that when the slogan launched, media times were “easier”, less fragmented. In today’s “snackable” and fragmented world, he believes that no slogan can “stick to the [consumer’s] ribs.”
I have to disagree. Slogans these days don’t stand the test of time because of the marketers, not the consumers. How many of you work for a brand that changes their slogan, look, image every 30, 60 or 90 days? Fashion brands change theirs even more frequently. As marketers, we get bored of seeing the same image over and over again. We ass-u-me that the consumer must be bored too. But, what we often fail to remember is that most of our consumers interact with a brand on a very infrequent basis. The slogan that you’ve heard 100 times, they’ve only heard once or twice. If you want a slogan to stick, then you have to infuse it everywhere, into everything you do for months, if not years. Only when marketers start doing that, will we have “great” advertising slogans once again.
The “snackable” lesson? Do and say something until you want to puke. Then, do it 1,000 times more. Only then can you ensure that that specific message has gotten to your consumers instead of lost in today’s fragmented media world.
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