Slogan
In a Nutshell
A slogan is the memorable short phrase of a brand, campaign, or communication idea. In theory: the brand promise. In practice: a big expectation trying to fit into three words.
What It Really Means
A slogan is a small sentence from which brands expect a lot. It should be memorable, distinctive, explain the brand, be usable for years, and be liked by everyone.
This expectation is often unrealistic. Because a good slogan isn't just wordplay. It's a stance that clarifies what the brand is saying.
Bad slogans are usually too generic. They could fit any brand. That's why they don't feel like they belong to any brand.
A slogan isn't a nice sentence; it's an ownable sentence.