Just do it.
Three words you already know. No logo, no voiceover, no context — and it still lands. You recognize it right away. You remember how it makes you feel. That’s the kind of line brands aim for.
The best brand slogans don’t just sell something. They last. They show up in conversations, in culture, even in how people describe themselves.
If you’re building a brand, working on a marketing campaign, or just trying to say more with less, it’s worth looking at the ones that got it right.
This guide walks through what those famous slogans actually look like, why they worked, and how to write one that does the same.
A lot of people use these words interchangeably. And in casual conversation, that’s fine. But if you’re serious about branding, it helps to know the difference.
Example: Disneyland – The Happiest Place on Earth
Example: “I’m going to Disneyland.”
Some brands blur the lines. Nike’s Just Do It works as both. But most brands benefit from keeping their brand’s tagline timeless and letting brand slogans evolve.
The most famous slogans in history have very little in common on the surface. Some are emotional. Others are funny. Some are bold or even strange. But once you dig a little deeper, certain patterns start to emerge.
Here’s what they share:
If it can’t be remembered after one glance or one hearing, it’s too long.
Examples:
Brand slogans aren’t just words. They’re tied to feelings. They inspire, comfort, challenge, or amuse.
Examples:
No one should be able to swap your slogan onto someone else’s brand and have it still make sense.
Examples:
The line has to stand on its own — whether someone hears it in a podcast ad or reads it on a billboard with no images.
Playful lines don’t work for serious companies. Bold lines fall flat for brands that act quietly. Your slogan needs to match your voice.
Ask yourself:
If you can answer yes to the first two and no to the rest, you’re on the right path.
Instead of listing brand slogans alphabetically or by company size, this guide organizes them by function — what they’re doing emotionally or strategically.
These famous slogans go beyond products — they’re built on ambition, identity, and movement. They’re not just marketing lines; they reflect how a brand wants people to feel about themselves when they buy in. Often used by athletic, tech, military, or personal development brands, these lines are designed to energize and empower. They tap into inner motivation, making people believe they’re capable of more — or that they’re part of something bigger.
Not every brand needs to be serious. These slogans use humor, absurdity, puns, and bold confidence to stand out. Playful messaging helps build strong emotional recall — especially for CPG, food, lifestyle, and entertainment brands. People are more likely to share or remember something that makes them smile. These lines often lean into exaggeration or surprise, and they humanize the brand voice.
When peace of mind is the product, the messaging has to reflect that. These famous slogans come from industries where reliability is everything — insurance, healthcare, finance, or products involving risk and responsibility. The language often leans toward reassurance, calm, and experience. The goal is to establish confidence quickly and create emotional safety before a customer even speaks to a rep or clicks “buy.”
Luxury branding is about selling more than utility — it sells identity, status, exclusivity, and self-worth. These slogans are often slow to change because they’re tied to legacy, heritage, and aspirational thinking. Whether it’s jewelry, fashion, cars, or high-end skincare, these lines evoke refinement and meaning, often implying, if you have this, you’ve arrived.
If you can get people to associate your brand with flavor, comfort, or nostalgia, you’ve won. These slogans tap into taste memory, cravings, humor, and emotional rituals around food. Many of these lines are decades old — not because they’re outdated, but because they’re embedded into culture. Whether it’s joy, indulgence, or fun, food and beverage slogans often become part of everyday language.
The best tech slogans are clean, aspirational, and future-focused. They speak to progress, creativity, simplicity, or empowerment through tools. In a space dominated by innovation, these lines position brands as guides, problem-solvers, or enablers of what’s next. A good tech slogan often balances humanity with performance — making something advanced feel accessible and personal.
These brand slogans are often transactional — they focus on saving time, money, hassle, or making life easier. But the best ones go further, tapping into emotion through lifestyle benefits and consistency. This category blends convenience with emotional resonance, often emphasizing speed, quality, freedom, or empowerment in small everyday decisions.
More than ever, people want to buy from brands that stand for something. These slogans reflect values-driven positioning — social impact, environmental action, or purpose. These aren’t just about what a company does, but why it exists. Whether it’s transparency, sustainability, or activism, these brand slogans bring meaning to the business side of things.
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After analyzing over 200 of the world’s most recognizable and famous slogans, clear patterns emerge. While the wording may vary, many brand slogans fall into one of the 12 styles below. These aren’t formulas, but they are strong, creative frameworks — and the best slogans often borrow from more than one.
Use this list to find the tone, angle, or emotional core that fits your brand — or mix and match styles to spark new ideas.
Example: You’re in Good Hands – Allstate
This type of slogan focuses on trust, care, and stability. It’s common in industries where people feel vulnerable — like insurance, healthcare, finance, or home services.
Why it works: It eases anxiety by positioning the brand as dependable and protective.
Use this if: You help people feel safe, solve big problems, or handle high-stakes situations.
Example: We Try Harder – Avis
This is the underdog play. It works by owning second place and turning it into a strength. It’s direct, bold, and instantly positions the brand as scrappy and driven.
Why it works: It taps into the human instinct to root for the one fighting harder.
Use this if: You’re up against a bigger competitor — and want to frame that as an advantage.
Example: Be All You Can Be – U.S. Army
This type of slogan encourages people to act, grow, or push themselves further. It’s a rally cry — and works best when your product is tied to achievement or transformation.
Why it works: It speaks to people’s desire to evolve or prove something to themselves.
Use this if: Your brand is about self-improvement, ambition, or empowerment.
Example: You’re Not You When You’re Hungry – Snickers
These brand slogans entertain and disarm. They get remembered because they make people laugh, smile, or nod in recognition. Humor also lowers the guard for ad resistance.
Why it works: Funny = memorable. If people enjoy it, they’re more likely to repeat it.
Use this if: Your brand has a playful tone or solves a common problem in a relatable way.
Example: Think Big – IMAX
This approach makes the customer feel part of something larger. It frames the brand as bold, visionary, or inspiring — without necessarily spelling out a benefit.
Why it works: It aligns the brand with ambition and “next-level” thinking.
Use this if: You want people to see your product as more than a purchase — as a statement.
Example: The Uncola – 7-Up
This style sets the brand apart by pointing out what it’s not. It works best in crowded categories where everyone starts to look the same — until you show up.
Why it works: It positions you as the alternative, the fresh take, or the rebel.
Use this if: You’re a challenger brand or doing something the category hasn’t seen before.
Example: Find Your Beach – Corona
This goes beyond product. It sells an emotion, a moment, or a way of living. Often vague on purpose, it allows people to project their own ideal onto the brand.
Why it works: It connects on a personal level and suggests a feeling people want more of.
Use this if: You’re selling an experience or an identity — not just a product.
Example: Does Exactly What It Says on the Tin – Ronseal
This type is brutally straightforward. It can be dry or witty, but the tone is always honest. It appeals to people who don’t want fluff or ambiguity.
Why it works: It builds credibility by skipping the hype.
Use this if: Your product’s strength is in being clear, dependable, and no-nonsense.
Example: Mmm Mmm Good – Campbell’s
These famous company slogans appeal to taste, sound, texture, or smell. They work especially well for food, drink, and lifestyle products — anything you feel as much as you use.
Why it works: They spark memory and emotion by tapping the senses.
Use this if: Your product is experiential and benefits from vivid or nostalgic association.
Example: Don’t Be Evil – Google (legacy motto)
These company slogans tie the brand to a set of values. They often appeal to socially aware or skeptical consumers — and help create a moral anchor for brand behavior.
Why it works: It builds trust by taking a clear stance.
Use this if: Your brand exists to challenge a system, solve a social issue, or lead with principle.
Example: A Diamond Is Forever – De Beers
These company slogans are designed to endure. They’re elegant, minimal, and rooted in a universal truth. Many become synonymous with the brand itself.
Why it works: It becomes part of culture — and often sells an emotion or belief, not a feature.
Use this if: You want your brand to feel historic, iconic, or tied to tradition.
Example: Our Blades Are F**ing Great* – Dollar Shave Club
This approach breaks norms. It’s bold, edgy, or even controversial — but always attention-grabbing. It’s used to shock, entertain, or create word-of-mouth.
Why it works: It forces a reaction and sets a tone most brands are afraid to touch.
Use this if: Your brand thrives on personality, irreverence, or disruption — and can back it up.
Want your catchy slogan to pop even more? Try blending styles.
Example: Just Do It combines the Motivator with the Simplifier.
Live in Your World. Play in Ours. fuses Aspirational, Lifestyle, and a subtle Disruptor feel.
Blending adds nuance — and helps avoid sounding like every other line out there.
Let me know if you’d like these in a template for brand teams or a workshop format.
Whether you’re branding a company, launching a product, or running a short-term campaign, a catchy slogan can make or break how people remember you. The steps below will walk you through how to come up with one that’s memorable, meaningful, and built to last.
Before you write anything, get clear on who you’re trying to reach.
If your slogan doesn’t speak their language or touch on their priorities, it’ll miss the mark. You’re not writing for you — you’re writing for them.
Start with substance. List out what your brand offers that others don’t. But don’t just focus on product features — think about how those features translate into benefits. And from there, think about the emotional payoff.
Examples:
This step is about identifying the core idea you want the slogan to convey — not the words yet, just the message.
Write freely. Get messy. Don’t aim for perfection here.
Try different techniques:
Quantity matters in this phase. Your best idea might be your 14th.
Take your top 3–5 options and put them in front of real people — not just coworkers or friends who’ll say “it’s nice.”
Ask:
Crucially, don’t explain the slogan when you show it. If it doesn’t land on its own, it’s not ready.
After testing, go back to your drafts with fresh eyes. Trim excess. Cut filler words. Remove anything that dilutes the core idea.
A good rule: if a word doesn’t help with clarity or rhythm, cut it.
You might also notice that your favorite option isn’t the best-performing one. Be honest about which slogan actually works, not just which one you’re emotionally attached to.
A catchy slogan should stand on its own — but in the real world, it rarely does. You’ll want to see how it looks:
Ask yourself:
If it doesn’t hold up in context, tweak the line or the layout.
Even a clever idea can fall flat if the delivery feels forced, confusing, or disconnected from your brand. These are the most common pitfalls that weaken company slogans — and how to avoid them:
If a slogan needs to be explained, it’s already failed. Wordplay, puns, and irony can be fun — but only if they’re instantly clear.
What goes wrong:
Instead:
Aim for simple, sharp language that still packs personality. Remember: memorable beats witty.
Your slogan should sound like you, not a recycled version of a trend or a tech giant. A minimalist line like Apple’s “Think Different” works because it was true to their brand identity, not because minimalism is always effective.
What goes wrong:
Instead:
Define your voice first, then write within that voice. Test your slogan by asking: Could this apply to five other companies? If so, it’s not distinct enough.
A catchy slogan needs longevity. If it relies on slang, internet culture, or tech buzzwords that change fast, it might feel stale before the campaign ends.
What goes wrong:
Instead:
Focus on ideas that don’t age — feelings, values, benefits. If humor is part of your brand, make sure it’s timeless, not trendy.
A strong slogan should work in any context — whether it’s spoken aloud, printed on packaging, or seen in a social post. If it only makes sense when paired with a visual or audio cue, it’s not doing its job.
What goes wrong:
Instead:
Read the line in plain text. If it still delivers the message, it’s strong.
Company slogans that claim to be “the best,” “the only,” or “number one” set expectations that are hard to prove — and easy to challenge.
What goes wrong:
Instead:
Use specific emotional or functional benefits. “Save Money. Live Better.” works because it’s focused on impact, not ego.
The format may still be short, but how memorable slogans are created, delivered, and adapted is changing — fast. Here’s how modern branding is evolving the way slogans work:
Company slogans aren’t just taglines anymore — they’re hashtags, marketing campaign hooks, and community rallying cries.
Examples:
What this means:
Brands are shifting from one-size-fits-all slogans to personalized marketing campaign lines tailored to individuals.
Example:
What this means:
More brands are tying their advertising slogan to values, not just benefits or personality. People want to know what you stand for, not just what you sell.
Examples:
What this means:
From Think Different to Eat Fresh, great slogans tell a story in a flash. They’re part of how people remember you — and why they choose you.
If you’re working on a line of your own, start with clarity. Start with truth. The clever part will come later.
Have a favorite slogan that’s stuck with you? Share it below — and if you’re working on one now, test it out in the comments.
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