50+ Famous Brand Slogans That Actually Work (And Why)
Everyone wants a great slogan. That killer phrase. The “Just Do It” that launches a dynasty.
Here's the problem: most people think it comes from a flash of creative genius. A lightning bolt of inspiration in a brainstorming session fuelled by stale biscuits and lukewarm coffee.
That's a lie.
A powerful slogan isn't the start of a great brand; it's the result of one. It’s the sharp, polished tip of a very large, very heavy spear. Nike was already a disruptive force in sportswear before “Just Do It” came along in 1988. The slogan worked because it gave voice to an attitude already baked into the product and the company's DNA.
It amplified a truth. It didn't invent one.
If you're an entrepreneur looking for a slogan to define your business, you're starting in the wrong place. Before we get to the big list of examples, let's kill a few myths and get the foundations right.
- A powerful slogan is the result of a clear brand truth, not a moment of inspiration; it amplifies what the business already is.
- Effective slogans fall into four practical types: descriptive, benefit-oriented, aspirational, and imperative — choose one that fits your goal.
- Avoid traps: cleverness over clarity, corporate buzzword salad, and vague virtue signals; prioritise specificity and customer benefit.
Slogan vs. Tagline

People use these terms interchangeably. The distinction is essential for managing massive advertising budgets for a big corporation. For you, a small business owner, it's less critical, but knowing the difference clarifies your thinking.
What is a Slogan?
A slogan is a short-term, campaign-specific phrase. It’s built for a particular marketing push and is designed to be memorable and persuasive for that context. McDonald's has used dozens, like “Did Somebody Say McDonald's?” and “What we're made of.” They come and they go.
What is a Tagline?
A tagline is a long-term, strategic phrase. It captures the brand's essence, market position, and core promise. It lives alongside the logo and rarely changes. BMW’s “The Ultimate Driving Machine” is a perfect tagline. It’s been their north star for decades.
For the rest of this article, we'll use “slogan” as the general term, because that's what people search for. But think like a tagline strategist: aim for a lasting core idea.
50+ Slogans, Categorised and Analysed
Here they are. Notice how they fit into the four categories. No fluff, just the slogan, the brand, and a one-sentence breakdown of why it nails the brief.
Slogans That Make a Crystal-Clear Promise

These slogans are contracts with the customer.
- FedEx: “When it absolutely, positively has to be there overnight.” — The gold standard of a service promise.
- M&Ms: “Melts in Your Mouth, Not in Your Hand.” — A unique product feature became a memorable benefit.
- Domino's Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less — or it's free.” — So specific and confident, it built an empire.
- Target: “Expect More. Pay Less.” — The entire business model in four words.
- Tesco: “Every Little Helps.” — A humble promise of marginal gains that resonates with budget-conscious shoppers.
- Geico: “15 minutes could save you 15% or more on car insurance.” — A quantifiable, time-based promise.
- Subway: “Eat Fresh.” — Two words perfectly captured the shift away from processed fast food.
- Ronseal: “It does exactly what it says on the tin.” — The ultimate no-nonsense promise for the UK market.
- Dollar Shave Club: “Shave Time. Shave Money.” — A clever pun serving as a direct, dual-benefit promise.
- Avis: “We Try Harder.” — A brilliant promise that turned being #2 into a competitive advantage.
- The New York Times: “All the News That's Fit to Print.” — A promise of journalistic integrity and curation.
- Walmart: “Save Money. Live Better.” — Connects the functional benefit (saving money) to the emotional outcome (living better).
Slogans That Capture a Feeling

These slogans sell an emotion or an identity.
- Nike: “Just Do It.” — The ultimate anthem for determination and overcoming internal doubt.
- Apple: “Think Different.” — A rallying cry for the creative class and misfits.
- De Beers: “A Diamond Is Forever.” — Sold the feeling of eternal love and permanence, not a stone.
- L'Oréal: “Because You're Worth It.” — Directly addresses self-esteem and the feeling of deservingness.
- Coca-Cola: “Open Happiness.” — Associates a sugar drink with a universal positive emotion.
- Mastercard: “There are some things money can't buy. For everything else, there's Mastercard.” — Sells the feeling of access to priceless moments.
- Disneyland: “The Happiest Place on Earth.” — An audacious claim that sets a powerful emotional expectation.
- Harley-Davidson: “All for Freedom. Freedom for All.” — Sells rebellion and the open road, not just motorcycles.
- Adidas: “Impossible is Nothing.” — An aspirational message of overcoming limits.
- Red Bull: “Red Bull Gives You Wings.” — Metaphorically sells the feeling of energy, excitement, and transcendence.
- California Milk Processor Board: “Got Milk?” — Created a feeling of lack and craving, a masterclass in marketing psychology.
- Las Vegas Convention and Visitors Authority: “What happens in Vegas, stays in Vegas.” — Sells the feeling of sanctioned hedonism and secrecy.
Slogans That Define a Category or Position

These slogans plant a flag and claim a piece of the market's mind.
- BMW: “The Ultimate Driving Machine.” — Didn't just sell a car; it claimed the entire “performance luxury” category.
- Volvo: “For Life.” — Positioned the brand as the undisputed safety king.
- Heineken: “Refreshes the parts other beers cannot reach.” — A quirky, memorable way to claim superior refreshment.
- Energizer: “It keeps going and going and going…” — Perfectly defined the long-lasting battery category.
- KFC: “Finger Lickin' Good.” — Owned the messy, satisfying, real-food experience.
- Jaguar: “Grace, Space, Pace.” — A beautiful, alliterative summary of the brand's three core pillars.
- The Economist: “You've seen the news, now find out what's behind it.” — Positions itself not as a news source, but as the source of deeper understanding.
- Stella Artois: “Reassuringly Expensive.” — Brilliantly framed a high price point as a positive attribute.
- Porsche: “There is no substitute.” — The most arrogant and confident positioning statement imaginable. It works.
- Audi: “Vorsprung durch Technik” (Advancement through Technology). — Positioned the brand on a German engineering and innovation platform.
- General Electric: “Imagination at Work.” — Defined the massive conglomerate as a hub of practical innovation.
- IBM: “Think.” — A simple, powerful command that positioned the company as the brain of the business world.
Slogans That Dared to Be Different

These slogans grabbed attention through wit, challenge, or a unique voice.
- Volkswagen (Beetle): “Lemon.” — A legendary ad that turned a perceived flaw into a symbol of rigorous quality control.
- Polo Mints: “The Mint with the Hole.” — Focused on a mundane physical attribute and made it iconic.
- Wendy's: “Where's the Beef?” — A memorable, folksy challenge to competitors that entered the cultural lexicon.
- Buckley's Mixture: “It tastes awful. And it works.” — Used brutal honesty to build trust and signal efficacy.
- Maybelline: “Maybe she's born with it. Maybe it's Maybelline.” — A playful, conspiratorial tone that was an instant classic.
- Meow Mix: “Tastes so good, cats ask for it by name.” — A simple, absurd premise that every cat owner understood.
- Capital One: “What's in your wallet?” — An intrusive, direct question that cut through the noise of financial advertising.
- Verizon: “Can You Hear Me Now? Good.” — Built on a common customer pain point and turned it into a memorable brand asset.
- Old Spice: “The Man Your Man Could Smell Like.” — Revived a dying brand by being utterly bizarre, funny, and self-aware.
- Pabst Blue Ribbon: “The original Pabst Blue Ribbon beer.” — An anti-slogan that became a slogan for hipsters embracing its unpretentious authenticity.
- Irn-Bru: “Made in Scotland from Girders.” — A hilariously hyperbolic claim perfectly captures Scottish humour.
- Carlsberg: “Probably the best beer in the world.” — The word “probably” adds modesty and wit, making the claim charming, not arrogant.
- Marmite: “You either love it or hate it.” — Embraced the product's divisiveness and turned it into a core part of its identity.
- Norwich Union: “No one is bigger than Norwich Union.” (accompanied by a small child). — A visual pun and a clever play on words to suggest size and customer care.
- Specsavers: “Should've gone to Specsavers.” — Created a cultural catchphrase for any moment of foolish oversight.
The Only 4 Types of Slogans That Actually Matter
Forget the endless academic lists of slogan categories. In the real world, for a business that needs to make money, only four types reliably get the job done. Every effective slogan you see will be a variation of one of these.
1. The Descriptive Slogan (It Says What You Do)
This is the most straightforward and often effective for a new business. It clarifies your product or unique selling proposition, leaving no room for confusion. It's not trying to be clever; it's trying to be understood.
- M&Ms: “Melts in Your Mouth, Not in Your Hand.” This is genius. It describes the unique physical property of the product in a benefit-driven way.
- Target: “Expect More. Pay Less.” A clear, two-part promise that defines their entire business model.

2. The Benefit-Oriented Slogan (It Says What You Get)
This type of slogan focuses entirely on the customer's outcome. It answers every buyer's question: “What's in it for me?” It sells the result, not the process.
- L'Oréal: “Because You're Worth It.” It’s not about cosmetics; it’s about self-worth. The benefit is emotional validation.
- FedEx: “When it absolutely, positively has to be there overnight.” This sells peace of mind. It’s the ultimate promise of reliability.

3. The Aspirational Slogan (It Says Who You Could Be)
These slogans connect the brand to a higher ideal, a feeling, or an identity. They sell a vision of a better version of the customer. This is tricky territory; it requires a deep understanding of your audience's values.
- Apple: “Think Different.” It didn't talk about processors or RAM. It spoke to the identity of creative outsiders and rebels.
- De Beers: “A Diamond Is Forever.” This phrase invented the diamond engagement ring's modern emotional and financial value. It sells immortality and eternal love.

4. The Imperative Slogan (It Tells You What to Do)
This is a direct command. It's a call to action baked into the brand's DNA. These are confident, punchy, and create a sense of movement.
- Kit Kat: “Have a Break, Have a Kit Kat.” It literally tells you the situation in which to use the product.
- YouTube: “Broadcast Yourself.” This original, empowering command defined the platform's purpose for a generation of creators.

Stop Brainstorming. Start Distilling.
The biggest mistake is staring at a blank page and asking, “What's a clever slogan?”
The right slogan isn't invented; it's uncovered. It's already there, buried inside your business. Your job is to dig it out and polish it. You need to distil your entire operation down to a single, potent drop of truth.
Ask these three questions. Don't just think about them; write down the answers. Be brutally honest.
- What is the one, undeniable promise you make to every single customer? (Not a list of features. The core promise.)
- What is the single biggest frustration you eliminate from your customer's life? (Be specific. “Save money” is weak. “Stop overpaying for razor blades” is strong.)
- How do you want a customer to feel after they've used your product or service? (Confident? Smart? Relieved? Secure?)
The raw material for your slogan is in the answers to those questions. Not in a list of puns.
The 3 Slogan Traps That Will Sink Your Brand
Seeing all those great examples can be intoxicating. But it can also lead you down a dangerous path. Avoid these three common traps at all costs.
Trap #1: The “Clever” Comedian
This is the business owner who wants a slogan that's a witty pun. Something like “We're soda-lighted to serve you!” for a drinks company. It sacrifices clarity for a cheap laugh that wears thin after the first time you hear it. Don't be clever; be clear.
Trap #2: The Corporate Buzzword Salad
This is the slogan created by a committee. It's a meaningless string of corporate jargon that sounds important but says nothing. Phrases like “Synergising forward-thinking solutions” or “Excellence in integrated innovation” are a complete waste of space. A 12-year-old should be able to understand what you do from your slogan.
Trap #3: The Vague Virtue Signal
This is the trap of making a big, empty claim. “A Commitment to Quality.” “Service You Can Trust.” “Passion for Excellence.” Every one of your competitors can—and does—say the same thing. It is not a differentiator; it is background noise.
Your Slogan Isn't Set in Stone
Here's the final piece of advice. For a new business, a slogan is a tool for right now. Its primary job is to get you your next 100 customers. It doesn't need to be timeless poetry etched in granite.
A descriptive slogan like “Handmade Leather Wallets in Glasgow” might be the most effective slogan you can have for your first year. It's not sexy, but it works. Once people know who you are, you can earn the right to an aspirational slogan like “Carry Your Legacy” later.
A great slogan doesn't exist in a vacuum. It’s one crucial part of a complete brand identity, working in harmony with your logo, colour palette, and tone of voice. It cannot do the heavy lifting on its own.
The perfect slogan is the one that tells the simple, unvarnished truth about your business in a way that sticks.
Find that truth first. The words will follow.
Frequently Asked Questions About Brand Slogans
What is a brand slogan?
A brand slogan is a short, memorable phrase used in advertising and marketing to communicate a key benefit or the essence of a brand. Its goal is to stick in the consumer's mind and be associated with the company.
What is the difference between a slogan and a tagline?
A tagline is a more permanent phrase that captures the brand's overall mission (e.g., BMW's “The Ultimate Driving Machine”). A slogan is often more temporary and tied to a specific advertising campaign (e.g., a seasonal promotion).
How long should a slogan be?
There's no exact rule, but shorter is almost always better. Aim for 3 to 7 words. The best slogans, like Nike's “Just Do It” (3 words) or Apple's “Think Different” (2 words), are incredibly concise.
What makes a slogan memorable?
Memorability comes from clarity, rhythm, rhyme, alliteration, and emotional connection. A slogan clearly states a benefit (M&Ms) or evokes a strong feeling (L'Oréal) is more likely to be remembered.
Can a slogan be a question?
Yes, absolutely. The California Milk Processor Board's “Got Milk?” is one of the most famous examples. A question engages the audience directly and makes them think.
Should my slogan include my company name?
Generally, no. It's often redundant and takes up valuable space. The slogan should work alongside your brand name and logo, not repeat it. An exception might be a very rhyming or jingle-based slogan where it feels natural.
How do I know if my slogan is good?
A good slogan is clear, concise, and easy to recall. Test it on people unfamiliar with your business. Do they instantly understand the benefit or idea? If you have to explain it, it's not working.
Can I change my slogan?
Yes. Slogans, especially for specific campaigns, are meant to change. Even more permanent taglines can be updated if the brand undergoes a major strategic shift. Don't feel locked into your first idea forever.
Do I even need a slogan for my small business?
You don't need one on day one, but a good, descriptive one can be beneficial. It forces you to clarify your value proposition and makes it easier for new customers to understand your offer quickly.
Where should I use my slogan?
Use it consistently across key marketing materials: your website header, social media profiles, email signatures, business cards, and advertisements. Consistency is what builds recognition.
A slogan is the end of a long conversation, not the beginning. It results from knowing exactly who you are, what you stand for, and what promise you make.
The slogan often writes itself if you've worked hard to build a solid brand strategy. If you struggle to find the words, the issue might be deeper than copywriting.
At Inkbot Design, we believe branding is about substance first, style second. If you're ready to define that substance and build a lasting brand, maybe it's time for a conversation. You can get a quote here to start the process.