Finger Lickin' Good

Why are our brains so receptive to taglines, slogans and mottos?

The brain is wired to seek the unusual phrase that describes something it should be aware of. It ignores phrases that seem ordinary and unimportant. Sound and repetition of distinctive sound play a huge role in remembering a political or commercial slogan. Inflection, tempo and rhyme are the three major elements of sound that make the brain pay attention. The power of sound over sight never diminishes; if anything, it increases.

Top 10 Taglines of All Time according to Ad Weeks's Steve Cone:

"A Diamond is Forever"
De Beers

"Come to Marlboro Country"
Philip Morris

"The Pause That Refreshes"
Coca-Cola

"Think Small"
Volkswagen

"Just Do It"
Nike

"You Deserve a Break Today"
McDonald's

"When It Absolutely, Positively Has to Be There Overnight"
Federal Express

"When It Rains It Pours"
Morton Salt

"M&M's: Melts in Your Mouth, Not in Your Hands"
Mars

"You Don't Have to Be Jewish to Love Levy's Rye Bread"
Levy's Baking

Read the rest of Steve Cone's article for Ad Week: Help Taglines Regain Lost Glory.

That's Right,

HMK