做营销,都需要给自己的产品或企业起草一个响亮的口号

口号(Slogan)声明产品或企业的卖点、诉求、和理想
口号要 简短、响亮、朗朗上口 才算上乘

方太 (抽油烟机)的口号是 【中国高端厨电专家】
王老吉(饮料) 的口号是 【怕上火就喝王老吉】 (现在改成【怕上火,现在就喝加多宝】)
Intel (芯片)的口号是 【Intel inside】
Nokia (手机)的口号是 【We connect People 】
奥巴马 竞选美国总统时的口号是 【We need a change】

产品和公司口号有各种风格的

Koo Koo for Coco Puffs 食品
Beanz Meanz Heinz 亨氏
Snap! Crackle! Pop! - Rice Krispies 早餐食品
Zoom Zoom. - Mazda 马自达
Hello Moto. - Motorola 摩托罗拉
Do you… Yahoo!? - Yahoo 雅虎

Are you a Cadbury’s Fruit and Nut case? (Fruit and Nut is a type of candy bar) 零食
Keep Walking - Johnny Walker Whiskey 烈性酒
Live to Loaf - Strongbow 啤酒
The king of good times. - United Breweries 啤酒

Can you hear me now? - Verizon 电话公司
Wii would like to play - Nintendo 任天堂 游戏机
Eaters, start your orders - Chipotle 休闲快餐美食
Think outside the bun - Taco Bell 快餐
Fresh squeezed glaciers - Adelma Mineral Water 矿泉水
We’re cooking now - Denny’s 迪斯尼
Game on. And on. And on. - Apple iPod Touch 苹果 iPod
If you don’t get it, you don’t get it - The Washington Post 报纸

We try harder. - Avis (in reference to second place status) 美国第二大租车公司
I’d rather die of thirst than drink from the cup of mediocrity. - Stella Artois 啤酒
It takes a licking and keeps on ticking. - Timex 手表 天美时

常用的口号的构思方法有如下几种
1. 描述产品 —— “The pause that refreshes”
2. 突出产品特点 ——“Like a rock”
3. 请求行动 ——“Just do it” 或“Don’t leave home without it”
4. 引起思索的陈述或问题 ——“Greatness is the prize”

这里再举一些以产品质量为卖点的产品口号

Quality all the way (Hobart)
Quality at your feet (Brown Shoe)
Quality electronic components (Allen-Bradley)
The quality equipment line (Bishman)
Quality fastening products for industry (Simmons Fastener)
Quality first … from America’s first pen maker (Esterbrook Pen)
Quality food products used with confidence (Procter and Gamble)
Quality foods (John Sexton)
The quality goes in before the name goes on (Zenith)
Quality is standard equipment (Mosler)
Quality made by Illinois Shade
Quality motor control (Allen-Bradley)
The quality name in refrigeration and air conditioning (York)
A quality name in forest products (Long-Bell Lumber)
Quality runs deep (Rustoleum)
Quality shows through (Drew Furniture)
Quality … the best economy of all (Sun Oil)
Quality toys with a purpose (Tinkertoy)
Quality trucks always cost less (Chevrolet)
Quality you can trust (Crown Central Petroleum)

看看中国公司和组织的口号:

再看看欧美企业的口号: