Friday, May 1, 2009


These are logos. How many can you identify?

Branding is everywhere in the business and nonprofit world. In addition to visual logos, branding has long included catchy slogans to remind everyone that businesses are here to serve you, er, make money by helping you remember them.

Below is today’s quiz. How many of these slogans can you identify with the correct businesses?

1. I’m lovin’ it.

2. Always low prices. Save money, live better.

3. I’m thinkin’ Arby’s.

4. Eat fresh.

5. My life, my style, my store.

6. What can brown do for you?

7. Save big money at Menard’s.

8. Finger lickin’ good.

9. Live like you mean it.

10. Shop the pig.

Answers: (1) McDonald’s. (2) Walmart, 2 slogans. (3) Arby’s. duh. (4)Subway. (5) Shopko. (6) UPS United Parcel Service. (7) Menard’s. duh again. (8) KFC Kentucky Fried Chicken. (9) Wisconsin Tourism. (10) Piggly Wiggly.

These slogans are effective. Sometimes we remember these little phrases for many years. I remember from the past, “There’s a Ford in your future”, “The gift that keeps on giving” (was it Westinghouse?), “It cleans your breath while it cleans your teeth” (toothpaste), “You deserve a break today” (McDonald’s), “For those who think young”(Pepsi), and many more.

Some slogans tell us something about the product, such as “Save big money” and “Always low prices.” They suggest that the products are affordable. Others appeal to the emotions, such as “Finger lickin’ good” and “I’m lovin’ it.” Still others tell you something about the business, such as “Eat fresh,” and “My life, my style, my store.” Then there are some odd ones that must work but I don’t think they tell us much. What do we get from “What can brown do for you” other than that they use the brown color as part of branding? “Live like you mean it” is the new Wisconsin tourism slogan, and I think they could have said something better, like “Escape to Wisconsin,” the old slogan.

Our family radio station, WDOR in Sturgeon Bay (, has had its slogans over the years. It was “the voice of cherryland”, and “the big sound”. Now it is “The heart of the Door Peninsula.”

It’s time for a new look and sound statement for the station. The sailboat has been around for a long time. The station specializes in local information and sports. In our changing world, slogans come and go. Ours will, too. “Don’t you love radio? Don’t you wish everybody did?” That sounds a lot like Dial soap.

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