Blog Discover the Difference

I agree to a point.

If you are entering a new market, or have been losing market share to competitors for some time, for a product that almost everyone uses or requires, I don't believe it to suffer from the issue you point out. Take OTC pain meds for example, almost everyone has used Aspirin, Tylenol, Advil, etc. If you are entering the market, your primary audience would have likely already used your competitors' products, so they could notice a "difference".

Nevertheless, I still think the overall slogan is shit, and something better could be used instead.

There's nothing wrong with a simple slogan with little description if the product type is well-known. Usually the greatest slogans are the simplest. The Just Do It compaign by Nike was one of the most successful we've seen and "doing what" is left to the imagination. Leaving the connection to the audience adds sharpness to the hook so long as the connection is detectable without much effort. Discover the Difference is provocative if the "difference" is detectable and the product type is in common use.

Simple slogans like Just Do It and Discover the Difference are what we call punchline slogans. They aren't meant to tell the joke, just close the deal. They're meant to finish a marketing spin begun somewhere else. So for example, Just Do It goes with a ad that demonstrates athletic challenge, such that this challenge is offered to the audience thru the slogan. The ad is vague, the slogan, too, but together they complete a pitch like the setup and punchline of a joke. Discover the Difference is the same type of slogan. Whether it's effective or not depends on the normalcy of the product to the audience and the logic between that slogan and the ad.

Punchline slogans are viewed as the most powerful nowadays. Curt is en vogue. This "get to the point quick" philosophy is taking over marketing. LOST, the TV show, was first to nix the theme track used to open a program by using a simple image and quick beat, then off to ad break. You see this abbreviated opening method commonly now, with the introduction of the cast done thru credits once the show resumes.

The problem I have with Discover the Difference isn't it's simplicity or lack of description. These elements are where its power comes from. My concern stems from how often its used. Too many products are attaching the slogan, which gives it too much ring of familiarity and can't be identified originally with one product. Your slogan aims to make a product that may not be unique feel as unique as possible. To do this, the slogan itself should be unique or feel that way.

does this mean you've reconsidered helping out with the marketing here?

I don't understand the question

lol, just thought i'd ask

can you at least post more? i miss shanni already.

Awwww...you two are sweet. Ask her to return.

i'm afraid too. she's gonna manipulate me.

*Kisses*

it's not funny

Believe me, changing Shanni's mind is definitely not funny. I wasn't lauging. No Sirree Bob.

help me. you can convince her.

Awww... I don't know what you expect me to do. You know her as well as I do.

you brazilians are a pain in the butt

Sorry!

hey, is nos still trying to get you to help him get with shanni, lol?

I put a stop to it today. I'm hopeful I won't be hearing from Mister Nos again. Fingers Crossed.