research company slogan

Davis Ellis came up with the slogan in 1950 after his daughter had a health scare. Remembering how being told “JoAnn (his daughter) is in good hands with Dr. Keyser” relieved his anxiety, Ellis was inspired to use the phrase in an ad campaign. Variations of this phrase have been used in the company slogan ever since.

9. Ronseal: “It Does Exactly What It Says on the Tin.”

Ronseal is a wood stain and dye manufacturer from the United Kingdom, and its 20-year-old slogan is perfect for the humble message the company is known for.

Ronseal‘s slogan doesn’t go above and beyond. It doesn't make lofty promises to its customers. It simply endorses a functional product. So why is this slogan so catchy? Because its lack of volume actually speaks volumes to its audience. Too many companies try to break through the noise of their competitors by being so loud and ambitious, they forget what they stood for in the first place. Ronseal saw true value in basic reliability and founded a slogan that allowed the company to stay right where its customers like it.

10. The Mosaic Company: “We Help the World Grow the Food It Needs”

The Mosaic Company's slogan also happens to be its mission statement , which guarantees that this fertilizer maker‘s brand strategy aligns with the company’s main interests.

Something all slogans should strive to do is look past the needs of the company, or even its users, and describe how the product or service helps the community. In this way, “We Help the World Grow the Food It Needs” is a heavy slogan that expresses not just what The Mosaic Company wants for its customers, but also what it wants for the public.

11. Pitney Bowes: “We Power Transactions That Drive Commerce”

Now, for the more well-known Nike message. “Just Do It” hovers over every product and event Nike creates or sponsors, and that‘s exactly what makes it the company’s official tagline.

It didn‘t take long for Nike’s message to resonate. The brand became more than just athletic apparel — it began to embody a state of mind. It encourages you to think that you don‘t have to be an athlete to be in shape or tackle an obstacle. If you want to do it, just do it. That’s all it takes.

But it‘s unlikely Kennedy + Weiden, the agency behind this tagline, knew from the start that Nike would brand itself in this way. In fact, Nike’s product used to cater almost exclusively to marathon runners, which are among the most hardcore athletes out there. The “Just Do It” campaign widened the funnel, and it's proof positive that some brands need to take their time coming up with a tagline that reflects their message and resonates with their target audience

15. Apple: “Think Different.”

This one is my personal favorite. The tagline was created in the late 1890s as a movement of opposition against other news publications printing lurid journalism. The New York Times didn't stand for sensationalism. Instead, it focused on important facts and stories that would educate its audience. It literally deemed its content all the real “news fit to print.”

This helped the paper become more than just a news outlet, but a company that paved the way for credible news. The company didn't force a tagline upon people when it first was founded, but rather, it created one in a time where it was needed most.

26. General Electric: “Imagination at Work”

Capital One launched its iconic “What’s in your wallet?” tagline in 2000. Since then, it’s been used in many of the credit card company’s ad campaigns, which have featured celebrity spokespeople, like Samuel L. Jackson and Jennifer Garner.

This tagline is brilliant because it makes you think about money and how you pay for things. Sure, you can always pay with cash, but what happens when you run out? That’s where a credit card from Capital One comes in handy.

With this messaging, Capital One positions itself as the only credit card that can help get all you want in life and keep you satisfied and secure.

31. Toyota: “Let’s Go Places”

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30 Companies with Famous Brand Slogans & Taglines

Coming up with a catchy slogan, or crafting the right tagline that defines your brand and really solidifies it in the minds of your customers, is difficult to assign a true value to.

However, it’s impossible to deny that some of these most memorable brand slogans and taglines can claim responsibility for millions of dollars in comparable advertising spend (or possibly more) because of how effective they’ve been at capturing the attention of new consumers over the years.

That’s not to mention the positive impact a catchy slogan or tagline can have in terms of driving more consistent repeat business from the customers who’ve already experienced your brand.

Either way you look at it, there’s an undeniable value to be claimed if you can create a memorable slogan that people want to share, can’t forget—or that they mentally connect to a specific need in their lives.

What is a tagline?

In the context of branding, a tagline is a memorable motto or phrase that’s designed to serve as a permanent expression of your company’s greater purpose and mission. Taglines are long-lasting, instantly recognizable with your brand and have the goal of both attracting customers & remaining top of mind with your existing audience.

How is a slogan different?

Similar in form to a tagline, typically a few words or a short sentence, a slogan is most often used to represent a specific product line or individual marketing campaign. Slogans are designed to be less long-lasting than a brand’s tagline as they can adapt over time, but still serve the purpose of bringing your company to mind with consumers.

Our first brand tagline perfectly demonstrates the difference between how a slogan is used for shorter-term initiatives and just how consistent a tagline remains over time.

1. Disneyland: “The happiest place on Earth.”

This is one of the catchiest brand taglines in existence today, tracing its roots back to the very early days of when the first park opened in Anaheim, California. While the exact source of who originally coined the tagline appears to be lost to history, it’s remained a consistent part of Disneyland branding for many decades.

On the flip side, a couple examples of shorter-term campaign slogans from Disney include:

• “I’m going to Disneyland.” This slogan was used in a series of commercials throughout the 1980s in which popular sports figures and celebrities would announce that they’re going to visit Disneyland right after achieving a milestone.
• “Where dreams come true.” Launched in 2006 after the park’s 50th anniversary alongside an initiative to unify the Disney parks on a global scale, this slogan was designed to speak to all customers in a single brand voice. It also kicked off a series of creative campaigns and a visual refresh to many of the park’s assets.

2. Nike: “Just do it.”

3. Old Spice: “The original. If your grandfather hadn’t worn it, you wouldn’t exist.”

Known for their wildly creative television advertisements and marketing campaigns, this American brand of male grooming products has reinvented themselves in a big way since launching in 1937. This most recent tagline first made an appearance in 2008 on the company’s new shower gel packaging, and launched the brand down a path of edgy marketing campaigns that’d bring them back to relevance with a younger demographic.

4. De Beers: “A diamond is forever.”

According to Advertising Age, this is the single most recognized slogan of the 20th century, with an estimated 90% of American consumers still claiming to identify it, a whopping 73 years after its creation.

5. MasterCard: “There are some things money can’t buy. For everything else, there’s MasterCard.”

This tagline, which headlined the credit card brand’s “Priceless” campaign starting in 1997, quickly caught on through a series of television commercials and larger campaigns that’d eventually be expanded to reach more than 200 countries around the world.

6. Samsung: “Do what you can’t.”

Since 1938, this technology company has been innovating in product categories ranging from smartphones to cameras, televisions, appliances, gadgets, watches and much more. This relatively new slogan, in use since 2017 really captures the brand’s mission of helping their customers to do things that were just recently impossible. They work hard to be viewed as engineers, inventors and problem solvers.

7. Dollar Shave Club: “Our blades are f***ing great.” and “Shave time. Shave money.”

Bursting onto the scene in 2012 with an instantly viral YouTube video titled, “Our blades are f***ing great,” this direct-to-consumer, personal grooming company became an almost overnight success because of their witty slogans and catchy marketing. Their new brand slogan, “Shave time. Shave money, ” cleverly touches on their two greatest benefits—low cost and extreme convenience—while still representing the light tone and humor the brand has become known for.

8. BMW: “The ultimate driving machine.”

The famed German automaker had immediate success with this catchy slogan when it was introduced through a wide-reaching series of marketing campaigns beginning in 1973, targeted at a generation of Americans looking for a car they could feel proud of.

9. Allstate: “You’re in good hands.”

This insurance company’s slogan has been around since the 1950s, when one of the brand’s top sales executives coined the phrase based on a similar saying he used to reassure his wife when taking their children to the doctor.

10. Uber: “Move the way you want.”

The global ride-sharing behemoth that’s currently worth more than $63 Billion, has had a lot of ups and downs in the past few years when it comes to their treatment of both drivers and corporate employees. In reaction to their tumultuous public image, they recently updated their brand slogan too. What used to be, “Everyone’s private driver,” has evolved into the more inclusive message, “Move the way you want,” which aims at giving the company a more approachable, friendly and relatable tone.

11. Capital One: “What’s in your wallet?”

Since the year 2000, Capital One has been promoting its credit card services with this catchy slogan, eventually using it to promote their other banking and financial services through a series of campaigns featuring Jennifer Garner.

12. Rothy’s: “Reduce your carbon footprint in style.”

For a footwear company that’s built around the philosophy of creating visually appealing, environmentally conscious products, this clever brand slogan really does a great job of communicating their mission—a zero waste production and shipping process—while also using a catchy play on words.

13. Staples: “That was easy.”

As one of the largest American retailers in the office supplies sector, Staples has consistently worked to position their brand as offering the widest selection of business products you’ll find in-person.

14. Marriott Bonvoy: “Rewards reimagined.”

Originally founded in 1927, the Marriott International brand has grown to encompass 30 different hospitality brands with locations in more than 130 countries around the world. In 2019, they relaunched their rewards program with new features and a big marketing campaign—simultaneously renaming the program Marriott Bonvoy and giving most of their corporate assets a visual refresh.

15. Kellog’s Rice Krispies: “Snap! Crackle! Pop!”

One of our oldest catchy slogans, this cereal brand’s famous tagline traces its roots back to a 1932 radio commercial that focused on the sound of their product. “Listen to the fairy song of health, the merry chorus sung by Kellogg’s Rice Krispies as they merrily snap, crackle and pop in a bowl of milk. If you’ve never heard food talking, now is your chance.”

16. Gatorade: “Is it in you?”

While it may not resonate in the same way today as it did in the past, this catchy tagline that was retired in 2013, was designed to capture the spirit of digging deep and finding an internal driving force in order to succeed—a core principle for Pepsico’s popular sport drink line. This line works well because it speaks to the mentality of Gatorade’s target audience of sports and fitness enthusiasts, while the choice of color in the word “it” ties the tagline back to the product in a visual way.

17. Kentucky Fried Chicken: “Finger lickin’ good.”

Believe it or not, this memorable slogan was reportedly created off the cuff by a restaurant manager at the then promising little fast food chain in the 1950s. As the story goes, KFC’s founder, Harland Sanders would often appear in the company’s early ads, eating a plate of fried chicken in the background of a scene. After one of the ads aired, a woman called the TV station complaining, “Mr Harman is licking his fingers!” After that, a franchisee in Arizona spontaneously replied, “Well, it’s finger lickin’ good” and the rest is history.

18. Compass: “Let us guide you home.”

This disruptive real estate technology firm only entered the scene in 2012, but has quickly made it into dozens of the top real estate markets around the US, where they employ more than 10,000 agents. With a heavy focus on how technology can make the process of buying and selling a home much easier and pain-free, their brand slogan clearly captures their mission and overall corporate tone.

19. Airbnb: “Belong anywhere.”

This brand slogan came along in 2014 after the billion-dollar, short-term rental platform realized their customers were using their service as more than just a tool to make travel easier. Before adopting this slogan, their primary tagline was, “travel like a human,” but the reimagination of the brand with their new tagline included a big visual refresh and a steady push into new

20. Verizon: “Can you hear me now? Good.”

Created in 2002 to accompany a massive television advertising campaign, this catchy phrase was used by an actor that repeats this line during a phone conversation, over and over again while walking through different settings, illustrating that he’s testing and trying to find a spot where there’s bad service—and he of course can’t find any.

21. Dunkin Donuts: “America runs on dunkin.”

In one of the more cleverly nuanced slogans on this list, the “America Runs on Dunkin’” campaign is designed to sell the idea that coffee is fuel. This is significantly different than the positioning of a top competitor, Starbucks, who focuses on selling coffee consumption as more of a lifestyle.

22. Wheaties: “Breakfast of champions.”

This cereal brand has closely associated itself with sports brands since 1927 when they began advertising with minor league baseball teams. Shortly thereafter, a Minneapolis advertising agency sketched a Wheaties box on a pad of paper for an upcoming campaign, thought for a moment, and wrote “Wheaties-The Breakfast of Champions” which has been a staple slogan for the cereal line ever since.

23. Lay’s: “Betcha can’t eat just one.”

Tracing back to the early 1960s, this advertising slogan became Lay’s best known campaign, built around the impression that once a bag is opened—before you know it—all the chips will somehow be eaten.

24. Taco Bell: “Think outside the bun.”

This fast food restaurant chain has knocked it out of the park with their catchy slogans, ranging from “The Cure for the Common Meal” to “Yo Quiero Taco Bell” and their most popular in recent decades, “Think Outside the Bun,” which was recently replaced with “Live Mas.”

25. Tag Heuer: “Don’t crack under pressure.”

This luxury watchmaker has been in the business since 1860, with many of their timepieces sporting price tags well over $50,000 for much of the brand’s history. Over the past few years though, they’ve been working hard to evolve their brand in an effort to appeal to a younger demographic, including this new slogan which signals a dramatic new direction for the company—which has proven to be a precursor of lower-priced watches.

26. Walmart: “Save money. Live better.”

The world’s largest retailer, Walmart, introduced this new slogan (replacing “Always low prices) in 2007, which seeks to promote the benefits of low prices, rather than simply touting the fact that their prices are low. This is a great example of shifting your emphasis from selling features to selling benefits.

27. Toyota: “Let’s go places.”

Toyota unveiled this slogan in 2012, with the positioning that they believe it speaks to the evolution of Toyota as a brand, and their commitment to leading through innovation, enriching lives and connecting with customers in new ways.

28. Wrigley’s Doublemint Gum: “Double your pleasure, double your fun.”

When Wrigley’s first launched their new Doublemint line of gum in 1914, they described the product as “double strength,” “double good,” and “double distilled.” It wasn’t until 1939 that they began advertising the product with sets of twins—and this version of their slogan was adopted in 1959.

29. Burger King: “Have it your way.”

Another delightfully creative dig at the competition, Burger King unveiled this catchy slogan in the early 1970s, based around the fast food chain’s willingness to customize orders to your unique tastes and preferences, in contrast to the inflexibility of McDonald’s.

30. American Express: “Don’t live life without it.”

How to Write Your Own Catchy Slogans & Taglines

If you want to craft a memorable slogan for your upcoming campaign—or connect a new tagline to your greater brand, you’ll want to start by first digging deep into your company’s values and overall mission. Through that vehicle, strive to incorporate these four characteristics into your work.

Make it memorable.

If your tagline or slogan doesn’t have at least a somewhat catchy ring to it, then you’re already starting off on the wrong foot. Seek to answer these questions:

• Is your slogan quickly recognizable?
• Will people be able to easily comprehend what it means?
• Is there an obvious connection to your brand that can forge a link between the two?

Even just a few strong words that your target customers will identify with and learn to associate with your brand, can dramatically help in their recall of your advertisements, social content and products at large.

Communicate clear benefits.

Ever notice that the most successful weight loss programs focus on selling the future results you’ll experience as a result of choosing their system to shed some unwanted pounds?

They don’t spend nearly as much time selling the individual details of how their programs work—compared to how much effort they invest into communicating the benefits you stand to gain. This is a textbook example of selling the benefits, not the features.

This same advice applies directly to creating your tagline or slogans. A great one can make your company (or product) benefits extremely clear to consumers.

Differentiate your brand.

What exactly makes your product different from competitors?

Using your slogan to signal a strong, differentiating message about your brand is a key objective as you go about structuring a catchy slogan for an upcoming campaign. Seek to use persuasive emotion words that convey a greater message about your products.

If you hand make men’s watches for a high net worth audience with luxurious taste, then you’ll likely want to lean heavily on words that differentiate your brand as being the absolute highest quality, coveted by successful business people and a status symbol.

On the other hand, if your competitive advantage is a quality product at an affordable price and a level of customer service that goes far beyond the industry standard, then consider choosing words that humanize your brand, make your products feel very approachable and give customers the reassurance that they’ll be taken care of for years to come.

Design your slogan and logo together

It’s important to think about how your slogan and logo will work together across your marketing collateral. Does it work for on the ads, flyers , and other marketing materials you need to create? It can be helpful to see your slogan and logo together to help you make decisions.

Quickly test drive slogans and logos with Adobe Express. You can easily design multiple options to see how your slogan looks on marketing collateral. Try it out using Adobe Express' free logo maker or see how your slogans work on poster and flyer designs .

Try Adobe Express today

Leave a positive feeling about your brand.

While some marketers will advocate for the use of urgency or stoking fear within their ad campaigns, research suggests that the best slogans use words that are positive and leave people feeling upbeat.

For example, the tagline by haircare brand L’Oréal Paris, “Because you’re worth it,” gives you an uplifting feeling about the product—whereas a 2015 slogan by Dr. Pepper, “It’s not for women,” is intentionally divisive and uses a slightly negative tone.

Which slogan leaves you with a better impression of the brand?

If you take these four components into account when crafting your brand’s new tagline or campaign slogan—and add a healthy dose of creativity, you’ll be headed in the right direction. Just be sure to solicit feedback from your customers and learn as you go.

Explore more related posts

https://www.adobe.com/express/learn/blog/whats-in-a-brand-a-step-by-step-guide-to-defining-a-winning-online-identity

https://www.adobe.com/express/learn/blog/5-creative-ideas-for-logos-you-can-make-right-now

https://www.adobe.com/express/learn/blog/web-banner-design-ideas-and-inspiration

Ryan Robinson is a blogger, podcaster and side project aficionado that teaches 500,000 monthly readers  how to start a blog  and grow a profitable side business at ryrob.com.

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How to Write a Great Tagline (According to Science)

by Katy French

Coming up with a great tagline isn’t like the movies. There’s no magical Don Draper to feed you the perfect line. It’s usually a long slog through brainstorms and iterations. And although it’s frustrating, it’s necessary to find the right one. That said, you don’t totally have to fumble around in the dark.

Luckily, researchers are slowly discovering the secrets of a great tagline, making your life a lot easier. So what really makes a great tagline? How do you come up with the right one? We’ll break down everything you need to know, along with our own tips to create your own.

But first, let’s review the basics. 

What Is a Tagline?

As defined by Alina Wheeler in Designing Brand Identity , “A tagline is a short phrase that captures a company’s brand essence, personality, and positioning, and distinguishes the company from its competitors.”

The word “tagline” is often used interchangeably with “slogan,” but the two are slightly different. (Fun fact: “slogan” comes from the Gaelic word “slaugh-ghairm,” which means “war cry.”) We break it down as such:

• A tagline represents your brand.
• A slogan represents a specific product or ad campaign.

Still, there’s confusion. Some say a tagline is a slogan. Some say a slogan is a tagline. The lines can be murky, especially in terms of public perception. For example, everyone assumes Apple’s tagline is “Think Different,” but that was actually just a slogan for a campaign. Still, it’s become so synonymous with the brand that in some ways it will always and forever be its tagline.

Today, however, Apple uses different slogans for different products:

• MacBook Pro: “A touch of genius.”
• AirPods: “Wireless. Effortless. Magical.”
• iPad: “Like a Computer. Unlike any computer.”

Make sense? Cool.

What Makes a Catchy Tagline?

There have been many theories about what makes a catchy tagline throughout time. It’s catchy! It’s short! It rhymes! It mentions the brand name! But in 2014, researchers from Texas Tech University, Cal State Fullerton, and University of Georgia uncovered some interesting insights when they studied the characteristics that make a slogan likeable.

Note: The researchers actually included both slogans and taglines in their study, so their findings are relevant to both. For the purposes of this blog, we’ll call them taglines.

So, as we know, brands are usually focused on creating taglines that are:

• Related to the brand

And, of course, conventional wisdom suggests that certain characteristics contribute to a tagline’s success. In this study, t o find out what really resonates with people, researchers identified 14 characteristics that conventional wisdom deems effective, such as rhyming, length, or repeated media exposure. The researchers asked respondents to indicate how much they liked 150 slogans/taglines, then analyzed the most popular ones to determine which common characteristics they shared.

What they found was a notable difference in what is memorable and what people like.

The most  liked taglines:

• M&M’s: Melts in your mouth, not in your hand.
• U.S. Marine Corps: The few, the proud, the marines.
• Las Vegas: What happens in Vegas, stays in Vegas.
• Disneyland: The happiest place on the earth.
• Cover Girl: Easy breezy beautiful Cover Girl.
• Subway: Eat fresh.
• Red Bull: Red Bull gives you wings.
• Taco Bell: Think outside the bun.
• California Milk Processor Board: Got milk?
• AutoZone: Get in the Zone.

The most recalled taglines:

• Nike: Just do it!
• McDonald’s: I’m lovin’ it.
• Burger King: Have it your way.
• Campbell’s Soup: Mmmm-mmm good!
• Allstate: You’re in good hands with Allstate.
• BMW: The ultimate driving machine.

What does this tell us?

People may be able to remember a tagline because they’ve been repeatedly exposed to it, but it doesn’t mean they’ll like it more. Of all the things marketers think make a good tagline, only three things actually influenced likability:

• Clarity of message
• Creativity of phrasing
• Inclusion of a benefit

This is actually great news for smaller brands. You don’t have to be a behemoth like Nike or Apple to own a great tagline. It doesn’t matter how big or small you are. If you can communicate clarity, creativity, and a benefit, you can connect with the people you’re trying to reach.

So how can you put this knowledge to work?

How to Write a Great Tagline

Writing the perfect tagline is a fun, creative challenge. But there are a few things to keep in mind before you dive in. 

• Give yourself enough time.  You want to make sure you have the brain space and clarity you need to do it well.
• Know your Brand Heart. Your tagline is just another extension of your Brand Heart (your purpose, vision, mission, and values). If you don’t have clarity on these, you can’t accurately communicate your brand. Use our free workbook template to articulate your Brand Heart if you haven’t done this work already.

Now, if you’re really ready to start working on your tagline, here’s how to do it in a (mostly) pain-free way.

Step 1: Write a paragraph that explains who you are and what you do.

Don’t be self-conscious. This can be a brain dump.

Column Five’s Example: “We believe your content is telling a story about your brand. We help brands discover and tell their best stories. We do this by designing a plan to reach your brand’s goals, crafting stories that engage, educate and inspire, and making sure your stories get seen and heard.”

Step 2: Condense that paragraph into one line.

OK, fine, it can be two. The point is to distill the core of what you’re trying to say. As you continue to refine, remember:

• Likeability matters. “If recall becomes a problem, you can always pump more money into it and increase a slogan’s memorability. But you can’t pump more money and make something more likable once it’s already been crafted. So from that extent, you have to be careful to build likability in your slogans,” says Piyush Kumar, professor of marketing at the UGA Terry College of Business and co-author of the study. 
• Inject emotion. A compelling tagline needs an emotional hook, which is directly related to the brand benefit. Even if it isn’t a specific statement of benefit, a tagline should stir an emotion that communicates a benefit without explicitly stating it. Think of “Easy breezy beautiful Cover Girl.” The tagline uses imagery-rich, emotional language to communicate a feeling.
• Less is not necessarily more. As Al Ries, chairman of Ries & Ries points out in AdAge , shorter isn’t necessarily better. When emotion matters, it’s hard to communicate that clarity, creativity, and benefit in only three words. Although short taglines might be popular, they can also be generic and vague (e.g., AT&T’s “Rethink possible”). M&M’s could say “Mess-free chocolate.” But “Melts in your mouth, not in your hand” gives more context and allows for more creativity.

Column Five’s Example: “We help brands discover and tell their best stories—stories that educate, engage, and inspire people to work with your brand.”

Step 3: Condense even further.

Now it’s time to tighten (even more) and polish (even more). This is probably the trickiest part. If you can’t get it down to one front runner, try to come up with three variations.

Column Five’s Example: “Best Story Wins.”

(BTW, if you want the extended story behind our philosophy, find out how “Best Story Wins” became our tagline .)

4) Test your taglines with your customers and employees.

You’ll want to see what resonates, how people respond, and if there are any unexpected associations people make. Continue to tweak and polish until you have a frontrunner that everyone, including your brand team,  feels good about.

Note: If you’re still feeling stuck, you might want to check out these 13 unique and inspiring brand taglines for more inspiration.

Make Sure Your Brand Messaging Framework Is Aligned

Your tagline is a huge component of your brand messaging, and an extension of your larger brand strategy. To make sure everything is aligned…

• Follow our stress-free guide to creating a brand strategy that works.
• Use our handy framework to keep your brand messaging on point.
• Learn how to identify your brand voice .
• Find out how to tell your brand story in every piece of content you make.

Remember, too, that you can always get a little outside perspective. If you need some help, we’re happy to chat about any branding stumbling blocks you might be facing.

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I WANT TO MAKE A COMPANY LOGO WITH TAGLINE

Waawuu…. This has really helped me in crafting a masterpiece of tagline. Honestly, Column Five been helpful to me in building my brand and I hope in the future, I get to meet your team and show gratitude.

This is so wonderful to hear! We hope so too.

Honestly this piece has really helped me out. I just believe that at the end am going to make a good tagline out of it..

We’re so happy to hear that! Best of luck.

HI kety frech. That nice content i would make this as my reference in my business. may i know when (what year) you publish this ?

Hi Maria, this was published April 2020.

All the information is helpful. Thank you so much for the work done.

Hope it helps!

This so amazing. I am overwhelm. Need to learn more. great job, Katy.

Thanks, Barney. I know it’s a lot. I hope this makes it a little easier.

Sell some courses. I’ll be in the front line of the queue. Your delivery and the value I get from your content is just everything good and wonderful! If you have an ebook or course in the works, please let us know.

Wow. Thanks so much, Joan. We’ll definitely be cooking up more good stuff for you coming up soon.

WoW!!! Katy, I came across your blog and this site and the information has been incredibly helpful. It’s helped me with creating my tagline, I’m so grateful for all the information and tips, especially the Brand toolkit. I will use this site as a resource going forward…Thanks!

Thanks so much, Yvonne! That’s great to hear.

Hey Katy, why don’t you write a book? I would buy it.

Thanks so much, Ryan. Might have some more things in the works 😉

I´ve read more than 10 of yours posts and i congratulate you Katy for all the knowledge you are sharing. It´s amazing really and clear.

Angel From Ecuador.

Thanks so much, Angel! That’s so nice to hear. We hope it helps.

Thank you, Katy, for being able to condense a 1 year course into a few minutes of reading, without losing the quality of learning.

Thank you, Kristina! We try to make everyone’s life easier 🙂 Good luck with yours.

Great stuff, you guys have the best content for a budding creative agency owner to look up to.

Thanks so much, Dennis. That’s great to hear.

excellent advice.

thanks Katy.

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The 110 Best Company Slogans and Taglines of All Time

Table of Contents

When you hear the words “I’m lovin’ it.” , the first thing that comes to mind is probably McDonald’s. 

This is because McDonald’s put much effort into making a powerful slogan and built their marketing around it appropriately. Their slogan is recognizable, simple, and above all — catchy!

If you want your brand to create a slogan that is as influential as this one, you need to learn from the best. 

So, in this article, we’ve collected 110 of the best slogans we can find, analyzed the 10 very best, and offered some tips on how you can make a great slogan yourself.

Top 10 best company slogans and taglines

While many companies have great slogans that are still stuck in our heads, we picked the top 10 — the best-written and most famous company slogans that we think excel in every category.

Levi’s: “Quality never goes out of style.”

Levi’s hit the mark with this clear and clever slogan. It assures the customer of the most important thing — however fashion changes, for Levi’s, quality always comes first.

Take note of the emphasis on “quality” in this slogan. It’s the first word you read, and it’s the word you come back to after seeing the rest of the sentence. It seems they put as much care into the quality of this slogan as they do in their product.

Netflix: “See what’s next.”

This slogan perfectly encapsulates the spirit of watching Netflix. It’s simple, but it still manages to speak to the company’s goals, as well as the customers’ needs.

Watching Netflix, you will always find yourself wanting to “see what’s next” — whether it’s one more episode or a new movie. At the same time, Netflix is asking you to check out what the next big show or movie will be available to watch.

MasterCard: “There are some things money can’t buy. For everything else, there’s MasterCard.”

Emotional slogans that appeal to human core values are very effective. MasterCard uses this appeal in a smart way.

Its slogan starts with a message all of us can get behind, which highlights the only part of life where MasterCard isn’t usable. And then it boldly reassures us it can help with everything else.

By accepting a flaw — that isn’t actually a flaw, as it’s not MasterCard’s intended use — the following statement is highlighted even more.

Red Bull: “Red Bull gives you wings.”

What does it feel like to have a surge of energy? The answer to this question is exactly what an energy drink company should take advantage of — and Red Bull did just that.

Not only does this slogan simply and creatively invoke the feeling of elation when using the product, it also gives way to some pretty creative and fun commercials and ads that Red Bull created. Coupled with their signature animation style, this slogan is bound to get stuck in your head.

IMAX: “Think big.”

IMAX brought us an evolution in the film industry. Because of its service, we can watch movies of a quality we’ve never seen before. It’s only appropriate that their slogan reflects this innovative spirit.

Emotionally, it does just that — thinking big can refer to seeking knowledge and innovation. But, it’s also a bit of a wordplay, as we see movies on a “big” screen. So, it creates a semantic connection that appeals to customers.

Lay’s: “Betcha can’t eat just one.”

Here’s a slogan that knows its customers well. A simple message that rings true to everyone’s experience with Lay’s product — potato chips.

It also serves as a subtle challenge to the reader, like a call to action, daring the customer to try the product. Coupled with a casual tone and a direct approach, it makes for one of the best company slogans of all time.

Airbnb: “Belong anywhere.”

Airbnb uses its slogan perfectly to show the experience it wants to give to its customers. And, just 2 words were more than enough for that message.

First, to “belong” is to feel at home — and that’s exactly how Airbnb wants its customers to feel when they reside in a rented property. Secondly, “anywhere” implies that Airbnb offers services worldwide. Concise and effective.

Ferrari: “We are the competition.”

Ferrari decided to go for a bold statement that resonates with what the customers want out of it — a powerful car. As Ferrari was first made to be a racecar, competition is resonant with the brand itself.

Even besides that, the word “competition” implies something to be wary of, to look out for, and very often — the standard a brand sets for others to reach. Ferrari, in their slogan, claims to be just this and promises the quality worthy of such a name.

Samsung: “Do what you can’t.”

Samsung made a slogan that wants their customers to know just what the product is offering, while still hitting a personal note. 

We use smartphones for many different things, like taking photos, communicating, scheduling, etc. Listing all of them, or picking some of them as the most important ones for a slogan, would not be optimal. 

So, Samsung thought of a creative way to tell us what we can use the product for, without listing every single little use case.

Kodak: “Share moments. Share life.”

And lastly — an example of an expertly used emotional note in a slogan.

Kodak decided to touch on the main reason we take photos. They pull the strings on our nostalgia and our wish to commemorate important moments in our lives. 

The tone of the slogan serves as a call to action. It invites you to use Kodak’s products to fulfill these emotions that the slogan made you feel.

Top 100 company slogans and taglines

Even though the 10 above are crème de la crème, these 100 catchy slogans are still an amazing marketing tool for their respective brands.

What is a slogan?

A slogan is a catchphrase that a brand or an organization uses in a marketing campaign. It can range from just a few words to a couple of sentences, but slogans are usually kept short so that they’re catchy and memorable.

It’s used to affirm the brand identity, connect with customers, and create a memory thread between the slogan, the brand, and the product. 

However, a slogan shouldn’t just tell the customers what your brand is all about. It shows them, using language, words, and associations to create a recognizable image of the brand in the mind of whoever reads it.

💡Plaky pro tip

If you want to learn more about marketing in project management, check out this helpful guide:

• Marketing Project Management — A Guide With Expert Insights

Slogan vs tagline — what’s the difference?

A slogan is used specifically for a marketing campaign, while a tagline represents the brand as a whole. 

A slogan will accompany a new product or service, appearing on billboards or commercials during the campaign. But, after the campaign is over, the slogan likely won’t be used again.

A tagline is more long-term, and it’s used to create an association with the brand in the consumer’s mind. 

However, they do share some similarities — both brand slogans and taglines are used for marketing and are catchy phrases and sentences meant to become memorable to the target audience.

For example, EA uses “Fueled by passion. Driven by innovation.” as their tagline, but they also have had different slogans over the years — like “Challenge everything” or the above mentioned “We exist to inspire the world to play.”

So, while a tagline and a slogan are similar, the main difference is in their lifespan.

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How do I choose a slogan for my business?

Choosing the right slogan can be a difficult task. It involves many steps and even more deliberation. Here are some tips on how to write a slogan that might make that process easier for you:

• Have frequent brainstorming sessions — the best way to come up with a business slogan is to brainstorm relentlessly. It’s good to have multiple brainstorming sessions, as each one will probably yield better and better slogan ideas.
• Know your brand — to get a slogan that accurately represents your brand, you must get to its roots. What values does your brand stand for? What do you hope to achieve? What makes you stand out? What’s your business motto? The answers to these questions will lead you to a quality slogan.
• Make it catchy — more than anything, you want people to remember your slogan. You want them to hear it and think of your brand. This step is crucial for posting your slogan on social media.
• Make it simple — if you make your slogan too long or too complicated, it’ll be neither catchy nor memorable. It doesn’t matter how well it aligns with your brand identity, or how clever it is when you finally read it, if it isn’t simple, it probably won’t work.
• Know your customer — just knowing your brand isn’t enough, though. Similarly to making a product or service, when you create a slogan, you need to know who it’s aimed towards. Research your customer base thoroughly, so you can know what kind of language will resonate with them.

Use Plaky to build your brand with ease

As we mentioned, slogans are used in marketing campaigns. But, a marketing campaign requires a lot more work than just creating a slogan.

As it’s time-consuming and difficult, you need to be well organized to make sure that all your tasks are properly organized, and the slogan creation process is in tune with the rest of your marketing efforts.

To improve organization in a marketing campaign, you can use Plaky . As a project management tool, Plaky offers great task management features, with plenty of customization options and a powerful free version.

Plaky also offers plenty of templates to help you — like the marketing strategy template , which you can use to set up your marketing campaign with ease. This template gives you a full overview of your marketing tasks, divided by quarters.

You can use the fully customizable fields to adapt the template to your project’s exact requirements. Set custom statuses and tags, define deadlines and timelines, and attach relevant files to your cards. 

The summary row at the bottom also serves as a great reminder of your team’s efficiency and progress.

You can also find many other marketing templates that Plaky offers, including:

• Content calendar template ,
• Design request template ,
• Event planning template ,
• Social media calendar template , and 
• Video production template .

Besides marketing templates, you can find useful templates for other teams as well, in Plaky’s template center so that your entire business’ operations overview is in one place and aligned with your overall goals.

Are you running a marketing campaign? Do you need an easy-to-learn tool that will improve your organization and make your project flow without issues? Then, Plaky’s just the right tool for you, so sign up for a free account today .

Luka Bogavac is a project management author and researcher who focuses on making project management topics approachable and informative. Experienced in entrepreneurial projects, education, and writing, he aims to make articles his younger self would appreciate. During free time, he enjoys hiking trips, or staying indoors with a good film.

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101+ Research Quotes and Slogans that Promote Discovery

The human mind can be a miraculous source of invention. Through complex electrochemical reactions, we become rational, thinking, and emotional beings that have dominated the planet. But you need to create a workplace environment that actually values research and discovery to capitalize on all this potential.

Here are some quotes and slogans highlighting the importance of research in the workplace and beyond. Post these in the office and discuss with coworkers to make sure exploration is a value that’s recognized, nurtured, and rewarded.

Research Quotes

Research Quotes and Slogans.

Use these quotes to inspire people to do their research on subjects that they want.

• The smartest people don’t think they’re smart. That’s why they continuously research.
• No one knows everything. That’s why we research.
• Research is the medicine to curiosity and the bane of ignorance.
• You can never be too lazy to research.
• Business is a never ending fact-finding mission to understand customers.
• Never stop asking questions and probing for answers.
• Not all research is conducted by opening a book. Sometimes you’ve got to get out into the field to elicit discovery.
• The curious man is the happiest man.
• Research solves mysteries and problems one by one.

“Scientific research is one of the most exciting and rewarding of occupations.”- Frederick Sanger

• “I love doing research. It’s like cheating, but with permission.” – Greg Rucka
• “Every problem can be solved as long as they use common sense and apply the right research and techniques.” – Daymond John
• “You have to do the research. If you don’t know about something, then you ask the right people who do.” – Spike Lee

Research Slogans

These slogans are perfect for captions and taglines for research-related posts and organizations.

• Research is fun.
• Research dissipates ignorance.
• Go research. Go anywhere you want.
• The library is my sanctuary.
• Inspect. Scrutinize and grow.
• Stay curious and continue learning.
• Become an internet deductive and uncover the answers through research.
• Product research could be the answer to our sales problems.
• The first step into the unknown begins with turning the page of research.
• Use your brain and look it up.
• Deep research doesn’t always been opening an encyclopedia. Sometimes it means getting out there and talking to people, asking questions, and listening.
• Don’t ever stop educating yourself.
• The winning formula is dedicated research combined with execution.
• Research, don’t guess.
• Study like your life depends on it.
• Experimentation is required by any true person of science.
• Challenge existing knowledge with research
• Feed your mind. Fuel your heart.
• It’s really what you know.
• Facts always win.

Knowledge is the key. Hard work is the answer.

Slogans about Cross-Disciplinary Research

Cross-disciplinary research involves creative and research practices involving multi-academic disciplines. It interconnects results, allowing for more insight, discovery, and innovation.

• Imaginative interdisciplinary collaboration results in creative solutions.
• All scientific disciplines are interconnected.
• Cross-disciplinary research allows you to succeed in the future.
• Through research, you can link facts and findings to find the truth.
• Bring new ideas to the table with cross-disciplinary research.

Related Reading: 325+ Catchy Innovation Slogans and Taglines for Thought Leaders 

• Cross-disciplinary research opens up new frontiers.
• Advancing the world with cross-disciplinary research
• Expand research. Expand knowledge.
• With great knowledge comes great achievements.
• Cross-disciplinary research: the quest for knowledge is limitless.
• Apply other peoples knowledge to your problem.
• Take their experience and use it for your gain.
• In life, partnering for problem solving is the fastest path to results.
• I learned a lot about life by watching and applying lessons from YouTube university.

Slogans about Research and Experience

Use these slogans to encourage people to incorporate research with their personal and professional experiences.

• Research: the objective way to learn about experiences.

Your experiences are actually scientific.

• Insight and experience are the best and most effective teachers.
• Insight and experience mixed with research make you unstoppable.
• Lots of research and experience make you the best you can be.
• Building the world through research and experience.
• The soul of excellent writing is research and personal experience.
• I have more than two decades of experience. You did little more than read a text book.
• The elderly are some of the wisest people when it comes to life experiences and lessons.
• Where research and experience come together beautifully.
• Research facts. Experience life for fulfillment.
• I don’t need to read about it. I lived it.

Quotes about Research Methodology

How your research is done has a significant impact on the results you achieve.

• Discipline is the key to excellent research.
• For research to flourish, you need dedication, passion, and a curious mind.
• The way you research can impact the outcome.
• Dedicate yourself to the game. You will come out a champion.
• The Net is indispensable when it comes to research.
• The professor can teach you the methods, but the music needs to come from inside you.
• Use technology. It’s there to make today’s research better and more accurate.
• Research should be aimed not just toward knowledge but also towards application.
• Don’t be afraid to discard dilapidated research methodologies.

“Much of outcomes research is a systematic attempt to exploit what is known and make it better.” – Kevin Kelly

• “What people actually refer to as research nowadays is really just Googling.” – Dermot Mulroney
• “If the only reason why you invoke God is the answer to a mystery, then get ready to have that undone.” – Neil deGrasse Tyson

Research Quotes for Students

If you’re a professor, teacher, or instructor, use these quotes to impart to your students how important diligent research is.

• The quality of your professor is just as important as the quality of your research.
• Students who do independent research often question what their professors teach.
• Good research teaches students to be more dynamic.
• The library is there for you to use freely. Use it!
• For the student to become the master, you must first cross the great learning journey.
• Always remain a student. You can gain never ending insights this way.
• I think the best and the brightest are sitting right here in this classroom.
• A lot of kids can’t afford to go to college. Take advantage of this opportunity.
• The knowledge you gained through research is more important than your grades.
• Hit the audio books hard this weekend. You will be tested on Monday.
• Study and research. It’s what you’re here for.
• Research is about satisfying your craving for the unknown.
• Discover the fun of discovering something.
• “Enough research will tend to support your conclusions.” – Arthur Bloch
• “We don’t devote enough scientific research to finding a cure for jerks.” – Bill Watterson

Dedication Quotes about Research

• Studying is a never-ending endeavor.

Here are some more inspiring quotes regarding research.

• Dedicate yourself to the pursuit of knowledge.
• The best quest is one that involves acquiring knowledge to improve the world.
• Do your best when researching. Remember, you’re attempting to discover the truth.
• Work as hard as you can. Work harder than everyone else around you. You will be surprised at what you can find.
• While in school, you’re laying the groundwork for your life, income and career.
• Review and understand all your options before making a decision. Then go full steam ahead toward your goal without ever looking back.
• Time to head back into the lab to discover something new.
• Let’s work on the problem through diligent research. We don’t make things worse by guessing.
• Be motivated to study the world.
• Refusing to accept facts produced by scientific research can lead to disaster.

“Too many years away from academia renders you pretty incompetent at research and teaching. So I had to go back.” – Raghuram Rajan

• “Johns Hopkins introduced me to two defining events in my life: commitment to biomedical research and meeting my future wife, Mary.” – Peter Agre
• “The biggest research of all when I do a character is self-examination. You look at yourself and you ask, ‘How am I similar to this person and how am I different?’” Vera Farmiga

Quotes about Research and Innovation

Passionate researchers have created innovations that changed the world.

• If you notice, all gadgets we enjoy today are the products of judicious research.
• Research and innovation have made this world a better place to live in.
• Research has always been a noble thing.
• Innovation has given us so many gifts we didn’t know we really wanted.
• What will the future hold for technology? We are only limited by our dreams.
• The indeterminate and concealed nature of the future gives research and innovation limitless potential.
• Medical research has led to innovations that our ancestors might have considered as miracles.

Related Reading: 515+ Inspiring Business Growth Slogans for Innovative Founders 

• Modern medical research and innovation helped people live healthier, longer lives.
• Look at computers, mobile phones, cars, and buildings. All these originated from a group of individuals who did their research.
• Meteoric successes are the legacies of visionaries who made ideas into real innovations.
• “Prior to penicillin and medical research, death was an everyday occurrence. It was intimate.” – Katherine Dunn
• “Research is four things: brains with which to think, eyes with which to see, machines with which to measure and, fourth, money.” – Albert Szent-Gyorgyi

Research Captions

• Research is curiosity with a purpose.

Use any of these captions for research-related social media posts.

• Research gets you nearer to the fact of things.
• Research is exciting! It lets you discover new things.
• Researching is sexy. Right?
• Before you enjoy an unforgettable meal… There are food scientists researching the combination of ingredients that will tantalize your taste buds.
• Research is about creating new knowledge.
• Put on those spectacles and let’s find a solution.
• Don’t stop until you find it.
• How has competitive research helped your business grow?
• Turn the page of new insights through research.
• Explore everything. Never stop learning.
• Expand frontiers with research and discovery.
• Research: the quest for truth
• Children are the reason we never stop researching food production.
• Research makes your mind sparkle.
• Research is the way to academic success.
• Discover the world’s wonders through research.

Research Hashtags

Here are some top hashtags to make your research-related posts more visible on social media.

• #researchanddevelopment
• #researcherlife
• #scienceandresearch
• #researchmatters
• #goforfacts
• #researchproject
• #researchisfun
• #researchteam
• #researchfindings

The unending and undying quest for the unknown, the drive to learn, and the urge to satisfy curiosity have always been embedded in human beings. But sadly, we don’t always develop this skillset in the workplace.

The complexity of our brains makes us become curious and inquisitive creatures. That same complexity gives us the drive and passion to satisfy such curiosity and queries through studying and researching the world. Through study, research, and analysis, we strive to satisfy our curiosity, find answers to problems, discover new things, and innovate to improve the state of the world. I hope this post inspires you to remain curious and do something cool.

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Catchy Company Slogans: The Art of Marketing

Regarding the biggest brands in the world, Nike, McDonald's, and Coca-Cola undoubtedly top the list. But what sets these behemoths apart from their competitors? Is it their products, their marketing strategies , or something else entirely?

Well, one thing that all three brands have in common is their catchy company slogans. You know the ones – “Just Do It,” “I'm Lovin' It,” “The Pause That Refreshes.” These slogans stick with us long after we've seen or heard them, and they're not just memorable – they're powerful.

An excellent company slogan can do wonders for brand recognition and customer engagement. It's a concise way to communicate your brand's message, values, and personality, creating an emotional connection with customers. In short, a catchy slogan is vital to any successful marketing campaign.

But what makes a good company slogan? How do you create a phrase that resonates with your target audience and sticks in their minds? The answer lies in a combination of factors, including aesthetics, simplicity, and relevance to your brand.

Table of Contents

The Importance of a Good Company Slogan

In the highly competitive business world, standing out is critical – and a catchy company slogan can be a game-changing asset. A great slogan has the power to do more than create brand recognition – it can also make an emotional connection with customers and help build a strong brand identity .

Compressing your company's essence into a catchy and memorable phrase , a slogan becomes the backbone of your branding, concisely communicating your brand's value proposition , personality, and positioning in the marketplace.

Recently, it is not just beneficial for businesses to have a slogan, but it has become essential. According to Edelman,  64% of consumers  cite shared values as the primary reason they have a relationship with a brand. And a compelling slogan has proven to be one of the most effective ways to establish those values.

A well-crafted slogan that aligns with your brand's values and positively affects your audience can lead to long-term business success by encouraging repeat business and building brand loyalty .

The importance of slogans in marketing and advertising must be balanced. These concise, memorable catchphrases act as a centrepiece of your marketing and advertising campaigns , so it is crucial to have an effective one.

A key element in creating a successful slogan is simplicity. A slogan should be easy to understand and remember while reflecting your brand's message, values, and personality. It should stand out and be unique, setting your business apart from competitors.

In addition to simplicity, incorporating literary devices such as alliteration, puns, or rhymes into your slogan can make it stand out and be more memorable. It is essential to keep the language of your target audience on your radar and ensure the slogan resonates with them.

When marketers think of taglines, “Just Do It” by Nike comes to mind. Since the phrase's inception in 1988, Nike's revenue growth by 40%  over the next two years , and it is now a multinational behemoth in athletic apparel.

Another great example is FedEx's “When it absolutely, positively has to be there overnight”. It's a memorable slogan that communicates the company's core value proposition to customers.

A slogan can also evolve and change with the times. McDonald's had the “You Deserve a Break Today” Slogan in 1971, and the famous “I'm Lovin' It” slogan replaced it in 2003. The famous “I'm Lovin' It” saying has since been translated into 14 languages and used in over 122 countries. The former slogan helped communicate to customers to get them through the midday slump, while the latter has been a great emotionally driven one, pulling at the consumers' heartstrings while encouraging brand loyalty .

Elements of Catchy Company Slogans

You only have a few seconds to capture a customer's attention. That is why a memorable slogan can make all the difference in elevating a brand to the heights of success. A great slogan is a memorable phrase capable of making an instant and lasting impact on customers, leaving an indelible impression on their minds.

• Aesthetics  play a crucial role in creating a catchphrase that resonates with customers. The visual appearance of a slogan is a vital element in whether or not it will be remembered. A great slogan should be visually appealing, readable, and memorable. The typography, colour, and overall design should blend seamlessly with the brand, making it stand out in the sea of competitor slogans.
• Simplicity  is often crucial in producing memorable slogans. Short, crisp, and to-the-point slogans are more accessible for customers to remember than extended and vague phrases. A great example of a simple yet memorable saying is McDonald's “I'm Lovin' It.” It created an emotional connection with customers while selling the brand's products, making it a powerful marketing tool.
• A slogan that contains  alliteration, puns, or rhymes  makes a successful catchphrase even more memorable. In particular, rhyming slogans have proven incredibly effective since the repetition within the sounds helps reinforce the phrase, making it easier to memorise. For example, “The Quicker Picker Upper” by Bounty or “Melts in Your Mouth, Not in Your Hand” by M&Ms are iconic slogans for these brand giants.

Creating a successful and impactful slogan is not just about aesthetics, simplicity, and memorability. It must also be consistent with your brand's identity . Whether it's communicating the brand's vision, mission, values, or personality, a great slogan should always align with what the brand stands for.

The importance of relevance to target audiences cannot be overstated. Often, a slogan that works well for one market may be less effective for another. The slogan should also be unique and distinguishable from the competition. This is why it's vital to consider your brand's target audience when creating a catchphrase – who they are, what they want, and what values they hold.

Iconic Company Slogans

Some company slogans are so memorable that they live on for decades and become part of pop culture. Here are some of the most iconic slogans in history:

“Just Do It”  (Nike)

Who hasn't heard of Nike's iconic slogan, “Just Do It”? You can easily recite the words even if you've never worn a pair of Nike sneakers. The catchy catchphrase is globally recognised and has become a cultural phenomenon. But what makes it so great?

The magic of “Just Do It” lies in its simplicity and versatility. It's not just a statement; it's a mantra. The three words inspire people to take action, get up, and chase their dreams. It's a statement that transcends sport, age, and gender. It's not just about running the fastest mile or jumping the highest; it's about achieving anything you set your mind to, no matter how big or small it is.

The powerful message behind “Just Do It” has played a significant role in the success of the Nike brand. It taps into a fundamental human desire to overcome obstacles and achieve greatness. It's a message that anyone can relate to, and that's what makes it so memorable.

However, the longevity of the slogan is more than just due to its message. It's also because of the brand's consistent use of the phrase. Nike has used this slogan for over 30 years and has not lost its impact. The company has continued evolving its identity while incorporating the “Just Do It” slogan. From commercials to social media posts , it's evident that “Just Do It” isn't going anywhere.

The slogan has also inspired a range of creative and innovative marketing campaigns. Nike has used the catchphrase in countless ads and commercials featuring athletes and kids on the playground. The diverse range of settings and the people featured in these ads has cemented the brand's appeal to a vast and varied audience.

“I'm Lovin' It”  (McDonald's)

When McDonald's launched the “I'm Lovin' It” slogan, it became a pop culture staple. The four words are now synonymous with the fast-food chain and have transcended linguistic barriers, appearing in over 120 countries worldwide.

What makes the catchphrase so enduringly popular? For starters, it's incredibly catchy, with an upbeat tune you cannot help but hum along to. It's versatile and can be adapted to various formats, from print ads to social media posts. But most importantly, it resonates with customers because it taps into our basic desires to feel happy, satisfied and indulged.

The slogan is an extension of McDonald's ‘customer-centric' innovation strategy, which puts the needs and desires of its customers at the heart of every decision. It's a statement that McDonald's is not just about food but feelings, emotions, and memories. It's about creating a positive association with the brand beyond just eating fast food .

The brand has used the “I'm Lovin' It” slogan in numerous commercials and campaigns, with famous faces such as Justin Timberlake and Yao Ming appearing in McDonald's advertisements. The saying has become such a fixture in pop culture that McDonald's released a music track titled “I'm Lovin' It,” featuring Timberlake's vocals. The single was a commercial success, rising to the top of the charts in several countries.

The success of the “I'm Lovin' It” slogan has arguably been essential to McDonald's continued business success. The catchphrase has improved brand recognition and facilitated a positive emotional bond with customers. It's one of the critical reasons McDonald's remains a staple of fast-food culture worldwide.

“The Pause That Refreshes”  (Coca-Cola)

First introduced in 1929, “The Pause That Refreshes” is one of Coca-Cola's most iconic slogans. The catchphrase encapsulates our fundamental desire to take a break, recharge, and feel refreshed. It's not just a drink; it's a moment of respite in our chaotic and demanding lives.

The slogan was developed during the Great Depression when people were stressed, exhausted, and struggling to make ends meet. Coca-Cola recognised that people needed more than just a cold drink; they needed a moment of relief. The company smartly positioned itself as a source of refreshment under challenging times, and the slogan became incredibly popular.

Since then, the “Pause That Refreshes” has become synonymous with the Coke brand. It's an evergreen motto that has transcended time, remaining just as relevant and enticing as it was over 90 years ago. It has become a powerful tool in Coca-Cola's marketing strategy , allowing the brand to connect with its audience personally and emotionally.

The catchphrase has been featured in several memorable commercials throughout the years. One of the most striking is the 1971 “Hilltop” ad, which showed people of different races and ethnicities coming together, singing “I'd Like to Buy the World a Coke.” The ad became an instant classic; today, it's remembered as one of the most influential commercials in advertising history.

The success of “The Pause That Refreshes” catchphrase is not just due to its powerful message but also its adaptability. Coca-Cola has used the motto to promote everything from cold drinks to marketing campaigns promoting social responsibility. The slogan is easily recognisable, versatile, and just as effective today as it was when it was first introduced.

“Got Milk?”  (California Milk Processor Board)

The “Got Milk?” slogan, created by the California Milk Processor Board, was one of history's most effective marketing campaigns. It revolutionised how we think about milk, turning a ubiquitous but humble beverage into something chic and exciting. The catchphrase is so recognisable that it's still referenced in pop culture today and remains a benchmark for successful marketing campaigns.

Launched in 1993, the “Got Milk?” slogan was initially created to increase milk sales in California. The marketing team recognised that people associate milk with healthy living, but only some consumers were buying it. The team identified this because people didn't think about milk until they ran out. So, they created a campaign focusing on the consequences of not having milk, using humorous and tongue-in-cheek scenarios to drive the message home.

The campaign's popularity snowballed, reaching high-end consumers, celebrities, and political leaders. It was loaded with clever strategies that resonated with people, such as celebrity endorsements and promotions, food and beverage pairing, and a strong focus on social media. “Got Milk?” became more than just a catchphrase; it became a way of life.

The campaign even sparked a trend called “milk moustaches,” where celebrities were photographed with a milk line on their upper lip. The milk moustache ads became more than just ads; they became an essential part of the cultural conversation.

Despite the campaign's success, the “Got Milk?” slogan eventually lost its steam and was retired in 2014. However, its impact has not diminished; many still reference it today. It's a testament to the ad campaign's significance that it continues to be part of our cultural lexicon more than 20 years after its launch.

“Think Different”  (Apple)

“Think Different” is one of the most iconic slogans in tech history, and it represents so much more than just a marketing catchphrase. It reflects the brand's identity, values, and culture and has become synonymous with Apple's philosophy of innovation and disruption.

Launched in 1997, the “Think Different” slogan wasn't just a new tagline but a response to years of stagnation and decline at Apple. The company was on the verge of bankruptcy, and its products had lost their innovative edge. So, Apple's marketing team took a different approach, tapping into people's desire for something new and exciting.

The slogan radically departed from the standard “feature and benefit” messaging in tech campaigns. Instead, it focused on the company's values and unique marketplace position. “Think Different” became an instant hit, encapsulating everything Apple stood for: innovation, creativity, and a passion for doing things differently.

Apple's inspirational advertising campaign highlighting the work of iconic figures who embodied the “Think Different” philosophy shook up the stagnant tech industry. The brand highlighted the contributions of architects, athletes, musicians, and other trailblazers who changed the game with their unconventional thinking.

The campaign was a huge success, sparking a renewed interest in Apple's products and positioning the company firmly as a pioneer of revolutionary technology. The slogan became part of the cultural zeitgeist, appearing worldwide on t-shirts, posters, and other paraphernalia.

Creating Your Own Catchy Slogan

Creating a catchy slogan for your own business takes time and effort. However, it's important to remember that a good slogan can make a big difference in your marketing efforts. Here are some tips on how to create your own catchphrase:

• Suppose you're looking to create a standout slogan for your business. In that case, you must ensure it effectively captures your brand's essence , resonates with your target audience, and stands out among competitors.
• Defining your brand identity is the first step in crafting a great slogan. This means profoundly diving into your brand's values , personality, and position in the marketplace. Understanding these core elements of your brand helps you create a slogan that aligns with them, creating a seamless representation of what your business is about.
• Knowing your target audience is also vital in producing an effective slogan. Your target market should be in your mind as you craft your slogan. Ask yourself, what resonates with them? What are their values, beliefs, and preferences? Knowing your audience allows you to create a slogan that speaks to them.
• Brainstorming is the next step in creating an effective slogan. Encouraging collaboration from your entire team can lead to innovative, memorable slogans. Your team members bring unique perspectives; their ideas can significantly contribute to the final product. And often, the most successful slogans have come from teamwork, such as TaglineGuru's “Build-A-Bear Workshop” – a brainstorming effort among employees that encapsulates the brand identity.
• Once you've come up with a few slogan ideas, testing and refining them is critical in finding the perfect one for your business. Testing your slogans with your target audience can give you valuable feedback on what resonates and doesn't. Conducting surveys , focus groups, and other forms of market research can help you tailor your slogan to your target audience.
• Hiring a copywriter or marketing consultant can also provide valuable input and expertise in refining your slogan. They can help refine your message, enhance your brand's personality , and ensure your catchphrase aligns with your brand identity.

Updating Your Company Slogan

Even the most iconic slogans can grow stale and outdated over time. As market trends and customer behaviour evolve, brands must adapt to stay relevant. Updating your slogan can help your brand stay fresh and keep pace with shifting market trends. But, like any change, there are risks involved. Changing a slogan can be tricky, and it's essential to tread carefully to avoid alienating existing customers.

Before updating your slogan, evaluating your brand identity and values is crucial. Ensure that any changes you make align with your brand's core values and personality. Your strategic goals, desired perception, and audience preferences must all be considered while updating the slogan. It's also necessary to conduct in-depth research on current market trends, industry competitors, customer behaviour, and emerging technology.

It's essential to conduct thorough testing when considering a new slogan. This testing can take several forms, including focus groups, surveys, and market research. Testing your new slogans ensures they resonate with your target audience and are memorable. Through testing, you can gather insights, feedback, and suggestions that can help you further refine and improve your slogan.

Before rolling out, a new slogan on a large scale, testing the waters first is essential. A sudden change in slogan can disrupt customer loyalty, and your brand might lose its reputation , authority, and identity in the marketplace. Gradual introduction and integration will ensure that new and old customers know what to expect from the company's brand. During implementation, give the new slogan time to settle and gauge its impact on customer perception of the brand .

In conclusion, a company slogan is essential in creating brand identity and successful marketing campaigns. A great slogan should be simple, visually appealing, and memorable. It should reflect your brand's values and personality while connecting with your target audience. With the right slogan, your business can create a lasting impression and achieve marketing success.

Stuart Crawford

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Eller College of Management Reveals Research Results on Brand Slogans for Improved Marketing Strategy

A recent study co-authored by Caleb Warren , Susan and Philip Hagenah Associate Professor in Marketing at the University of Arizona Eller College of Management , aims to determine how words, and which words, can best make an impact on brand marketing. Warren, in addition to colleagues Brady Hodges and Zachary Estes, found that brands face a trade-off when crafting slogans – whether they are remembered or whether they are liked.

In their study, Warren and his associates aimed to answer the question of which words are best to include to be most effective in marketing slogans. They did so by dissecting the properties of words in brand slogans to see which predict whether consumers like and remember the slogan.

They began by asking samples of students and online workers to tell them how much they liked or disliked a subset of 820 real brand slogans. Later, they gave the study participants a surprise recognition test to see which slogans they remembered seeing earlier.

“Interestingly, we found that the properties that make a slogan easier to process (i.e., more fluent) make it more likable but less memorable, and vice versa,” says Warren. “Specifically, five linguistic properties had opposing effects on whether a slogan was liked and remembered: length, brand name, word frequency, perceptual distinctiveness and abstractness. Slogans that were longer and included the brand name ( Like a good neighbor, State Farm is there vs. Like a neighbor ) were remembered more but liked less. Conversely, slogans including words that are more frequently used ( bad breath vs. halitosis ), perceptually distinct ( ultimate vs. best ) and abstract ( disease vs. halitosis ) were more liked but remembered less.”

They also tested whether changing words in a slogan could make it more memorable or more liked — and whether it would make consumers more likely to engage with a brand. Overall, they found that consumers tend to like and engage with slogans that are relatively short, don’t mention the brand, and use frequent, distinct, and abstract words . ”

Ultimately, they found companies must choose if they want to be remembered or liked via their brand strategies.

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Research: Boards Still Have an ESG Expertise Gap — But They’re Improving

• Tensie Whelan

Over the last five years, the percentage of Fortune 100 board members possessing relevant credentials rose from 29% to 43%.

The role of U.S. public boards in managing environmental, social, and governance (ESG) issues has significantly evolved over the past five years. Initially, boards were largely unprepared to handle materially financial ESG topics, lacking the necessary background and credentials. However, recent developments show a positive shift, with the percentage of Fortune 100 board members possessing relevant ESG credentials rising from 29% to 43%. This increase is primarily in environmental and governance credentials, while social credentials have seen less growth. Despite this progress, major gaps remain, particularly in climate change and worker welfare expertise. Notably, the creation of dedicated ESG/sustainability committees has surged, promoting better oversight of sustainability issues. This shift is crucial as companies increasingly face both regulatory pressures and strategic opportunities in transitioning to a low carbon economy.

Knowing the right questions to ask management on material environmental, social, and governance issues has become an important part of a board’s role. Five years ago, our research at NYU Stern Center for Sustainable Business found U.S. public boards were not fit for this purpose — very few had the background and credentials necessary to provide oversight of  ESG topics such as climate, employee welfare, financial hygiene, and cybersecurity. Today, we find that while boards are still woefully underprepared in certain areas, there has been some important progress .

• TW Tensie Whelan is a clinical professor of business and society and the director of the NYU Stern Center for Sustainable Business, and she sits on the advisory boards of Arabesque and Inherent Group.

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Money latest: Gameboys, Sindy dolls, designer shoes, 1950s furniture - the items in your attic that could be worth a small fortune

Gumtree's most popular items include rare stamps, Gameboys and Pokemon cards. Read this and all the latest consumer and personal finance news below, plus leave a comment or submit a consumer dispute or money problem in the box.

Monday 29 April 2024 19:46, UK

• Three of UK's biggest lenders up mortgage rates
• Annual mortgage repayments have increased by up to 70% since 2021
• Higher food prices and shortages warning - as new Brexit checks begin this week
• People on disability benefits could receive vouchers rather than cash

Essential reads

• Gameboys, Sindy dolls, designer shoes, 1950s furniture: The items in your attic that could be worth a small fortune
• Money Problem : 'A company isn't abiding by written warranty for dodgy building work - what can I do?'  
• '£2,000 landed in my account' - The people who say they're manifesting riches
• The world of dark tourism - what is it, is it ethical and where can you go?

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Strikes at Heathrow Airport are taking place over the next few weeks, with the first one already under way.

Staff at the UK's biggest airport are set to walk out during the early bank holiday in May, with their union warning planes could be "delayed, disrupted and grounded".

Click here to find out when all the strikes are, what disruption is expected and which airlines are affected...

The average price paid for comprehensive motor insurance rose 1% in the first quarter of the year, according to industry data indicating an easing in the steep rises seen last year.

The latest tracker issued by the Association of British Insurers (ABI) showed a 1% increase on the previous three months to £635.

That was despite the average claim paid rising 8% to reach a record of £4,800, the body said.

The ABI said the disparity showed that its members were "absorbing" additional costs and not passing them on.

Nevertheless, the average policy was still 33%, or £157, higher between January and March compared to the same period last year.

Read the full story here ...

Getir , the grocery delivery app, has abandoned a European expansion that is set to result in the loss of around 1,500 jobs in the UK.

Sky News had previously revealed that the Turkey-based company, which means "to bring" in Turkish, had  successfully raised money from investors to fund its withdrawals  from the UK, Germany and the Netherlands.

It had already departed other countries including Italy and Spain.

The exits were prompted by growing losses linked to the company's rapid expansion.

Waitrose is launching an exclusive range of products with popular chef Yotam Ottolenghi today. 

The Israeli-British chef is famous for his Middle Eastern and Mediterranean-inspired food, and has worked with the supermarket to release products including a pasta sauce, spice blend and shawarma marinade. 

It is the first time Ottolenghi has partnered with a supermarket in such a way. 

The full range will be available in Waitrose shops, Waitrose.com and Ottolenghi.co.uk from today, while a selection of products will be available from the supermarket on Deliveroo and Uber Eats. 

An introductory 20% off offer is being launched until 18 June. 

The range includes: 

• Ottolenghi Miso Pesto 165g (£4)
• Ottolenghi Kalamata Olive & Harissa Sauce  350g (£4.50)
• Ottolenghi Pomegranate, Rose & Preserved Lemon Harissa 170g (£5)
• Ottolenghi Green Harissa 170g (£5)
• Ottolenghi Aleppo & Other Chillies Blend (£3.95)
• Ottolenghi Sweet & Smokey Blend (£3.95)
• Ottolenghi Citrus & Spice Blend (£3.95)
• Ottolenghi Red Chilli Sauce (£4.50)
• Ottolenghi Shawarma Marinade (£4)

Ottolenghi said he had "always been super eager to get our flavours onto people's dinner plates nationwide, not just in London, without having to cook it from scratch every single time". 

He added: "I hate to admit it but the pasta sauce already features heavily in my home kitchen, when no one is looking."

The cost of bread, biscuits and beer could increase this year due to the impact of the unusually wet autumn and winter on UK harvests.

Research suggests that production of wheat, oats, barley and oilseed rape could drop by four million tonnes (17.5%) compared with 2023.

The wet weather has resulted in lower levels of planting, while flooding and storms over winter caused farmers more losses.

The predictions come just as the rate of price increases on many food items begins to slow as inflation falls.

The Energy and Climate Intelligence Unit (ECIU) analysed forecasts from the Agriculture and Horticulture Development Board (AHBD) and government yield data.

It found a "real risk" of beer, biscuits and bread becoming more expensive if the poor harvest increases costs for producers, according to its lead analyst Tom Lancaster.

Beer prices could be affected because the wet weather is still disrupting the planting of spring crops such as barley, the ECIU said.

And potatoes might also see a price hike in the coming months, with growers warning of a major shortage in the autumn due to persistent wet weather.

By Emily Mee , Money team

When I think about the toys of my childhood - my pink Barbie car, my Gameboy Micro, my collection of Pokemon cards - I can't tell you where they went. 

Maybe they were shipped off to a charity shop at some point... Or perhaps they're in the attic? 

While my hot pink Gameboy Micro is lost to the void of time (or a cardboard box somewhere in my mum's house), other versions of it are selling on eBay for £100 or more. 

And there are Pokemon cards selling for anything from a tenner to hundreds or even thousands of pounds. 

It's possible you also have items at home that are a collector's dream. 

Gumtree says its collectables category is already proving to be a "hotbed of activity" this year, with listings up 22% in 2024 so far. 

Its most popular items include rare stamps, coins, war memorabilia and Pokemon cards. 

Spring is often the most popular time for buying and selling collectibles, with demand spiking in March and April. 

We've enlisted the help of TV presenter and collectables expert Tracy Martin to give an idea of what could make you an easy buck. 

Old toys making a 'retro comeback'

Tracy explains that while trends change, vintage toys tend to stand the test of time. 

"Toys are always going to be popular because they tap into nostalgia, our childhood memories," she says, explaining that adults like to buy the toys they used to have. 

Perhaps you were into cars, and you've got some old diecast vehicles from Matchbox, Corgi or Dinky Toys. 

A quick look on toy auction site Vectis.co.uk shows a Corgi Toys "James Bond" Aston Martin estimated to sell for between £600 to £700 - while others are likely to fetch £50 to £60. 

Sindy dolls are also particularly sought after - particularly those from the 1960s - and Barbie dolls from the 1990s too. 

Pokemon cards have seen a "massive surge", Tracy says, with people paying "thousands and thousands of pounds" for good unopened sets. 

She's even seen examples of people paying £16,000 upwards. 

Another up-and-coming market is games consoles, such as Gameboys, vintage consoles and PlayStations, which are making a "retro comeback".

What else could earn you some cash?

Tracy says there's currently a surge in people wanting to buy "mid century" furniture, which is dated to roughly 1945 to 1965 and typically uses clean lines and has a timeless feel. 

Vintage Danish furniture is sought after, particularly tables and chairs with good designer names such as Wegner, Verner Panton and Arne Jacobsen.

Prices range from the low hundreds into the thousands.

People will also look out for vintage framed prints by artists such as Tretchikoff, J.H. Lynch and Shabner - these can range in price from £50 upwards to a few hundred pounds plus. 

Vintage clothes, handbags and shoes can fetch a good price - but you can also invest in modern pieces. 

Tracy suggests looking out for good classic designs with high-end designer names such as Gucci, Chanel, Dior and Louis Vuitton. 

Modern designers such as Irregular Choice, Vendula and Lulu Guinness are also collected. 

Collaborations with designers and celebrities can do well as they're often limited edition. 

For example, Tracy says the H&M x Paco Rabanne maxi silver sequin dress retailed at £279.99 last year but now sells for in excess of £600. 

When it comes to shoes, "the quirkier the design the better" - so look out for brands such as Irregular Choice and Joe Browns. 

Converse and Dr Martens collaborations also do well, depending on the design and condition, as well as Adidas and Nike limited edition trainers. 

What's the best way to sell?  

Tracy recommends to always research before selling your items, as they might perform better on different platforms and you can also get an idea of how much they sell for. 

For example, Vinted can be a good place to sell clothes and shoes, while other items might be better suited for sale on Gumtree, eBay or Etsy. 

Tracy's favourite way to sell is through auction - especially if there are specialist sales. 

Vectis is one of the biggest and most popular for toy selling. 

Interests in different periods and items can go up and down, but for the time being vintage pieces from the 1980s and 90s are popular. 

How much you'll be able to get from an item often takes into account its rarity, condition, whether it reflects a period in time, and if it's got a good name behind it. 

You never know - you might be sitting on a treasure trove. 

Annual mortgage repayments have increased by up to 70% since 2021, according to new data from Zoopla .

The biggest impact of rising interest rates has been in southern England where house prices are higher.

Across the South West, South East and East of England, the annual mortgage cost for an average home is £5,000 higher than previously. This rises to £7,500 in London.

But the universal uptick in mortgage costs has been less pronounced in other parts of the UK, with the North East seeing a £2,350 increase.

In a bid to tackle inflation, the Bank of England has raised the base rate from 0.1% in December 2021 to a 16-year high of 5.25% now.

The Zoopla research looked at the average home buyer taking out a 70% loan-to-value mortgage.

This week seems to be starting where last week left off - with three major lenders announcing further hikes in mortgage rates.

Amid uncertainty of the timing of interest rate cuts from the Bank of England  this year, swap rates (which dictate how much it costs lenders to lend) have been rising in recent weeks.

Financial markets currently see two rate cuts by the Bank of England this year.

We've reported on a string of rate bumps from the high street over the last 10 days, and this morning NatWest, Santander and Nationwide moved.

In its second hikes announcement in less than a week, NatWest laid out increases across its full range of residential and buy-to-let fixed deals of up to 0.22%.

Santander, meanwhile, announced increases for both fixed and tracker deals across their residential and buy-to-let products - up to 0.25%.

The same hikes are being imposed for a range of Nationwide deals.

All of these will kick in tomorrow.

Amit Patel, adviser at Trinity Finance, told Newspage it was "not a great start to the week". 

"This is not good news for borrowers," he said.

Where will the base rate go this year?

The majority of the bets, according to LSEG data, are on the first cut coming in August (previously this was June) and the second in December.

This would take Bank rate from the current level of 5.25% to 4.75%.

Disabled people could receive vouchers instead of monthly payments under proposed changes to Personal Independence Payment (PIP).

The changes could see people being provided with either one-off grants for specific costs such as home adaptation, or being directed to "alternative means of support" rather than financial support.

Work and Pensions Secretary Mel Stride is set to announce plans today to overhaul the way disability benefits work.

In a Green Paper due to be published alongside Mr Stride's statement to the Commons, ministers will set out plans to reform Personal Independence Payments (PIP), the main disability benefit, through changes to eligibility criteria and assessments.

The plans also include proposals to "move away from a fixed cash benefit system", meaning people with some conditions, such as depression and anxiety, will no longer receive regular payments but rather get improved access to treatment if their condition does not involve extra costs.

Speaking to Sky News earlier, Mr Stride said: "I want us to have a grown-up, sensible conversation about a benefit called PIP that has not been reviewed in over a decade.

"And I want to ask the question, is it fit for purpose given the world that we're in today, in which mental health issues sadly present more of an issue than they did a decade ago."

By James Sillars , business reporter

A fresh high for the FTSE 100 to start the week.

The index of leading shares in London was 0.5% up at 8,179 in early dealing.

The gains were led by miners and financial stocks.

Dragging on the performance were some consumer-facing brands including JD Sports and Flutter Entertainment.

One other development of note to mention is that stubbornly high oil price.

A barrel of Brent crude is currently trading almost 1% down on the day.

But it remains at $88 a barrel.

The market has been pulled by various forces this month, with hopes of a rebound in demand in China among them.

The latest decline is said to reflect peace talks being held between Israel and Hamas.

A demand for smaller homes has driven growth in UK property prices early in 2024, according to research by Halifax.

Data from the bank's house price index suggests annual property price growth hit 1.9% in February this year - a significant rise from -4.1% just three months prior.

That equates to a rise in prices of £5,318 over the past year.

It follows interest rates stabilising, Halifax says, after a sharp rise over the past two years which squeezed mortgage affordability.

A key driver behind rising prices, Halifax says, has been first-time buyers, who made up 53% of all homes bought with a mortgage in 2023 - the highest proportion since 1995.

And it's smaller homes that have recorded the biggest increases in price growth in the early part of this year - with buyers adjusting their expectations to compensate for higher borrowing costs.

Flats and terraced houses made up 57% of all homes purchased by first-time buyers last year.

This varies by region - for example, in London, flats and terraced homes accounted for 90% of all first-time buyer purchases.

Challenges remain

However, Amanda Bryden, head of Halifax mortgages, said "it's important not to gloss over the challenges" facing the UK housing market, given the "impact of higher interest rates on mortgage affordability" and "continued lack of supply of new homes".

"But scratch beneath the surface and there is a more nuanced story, one which shows that demand for different property types in different parts of the country can vary hugely," she added.

"As interest rates have stabilised and buyers adjust to the new economic reality of owning a home, one way to compensate for higher borrowing costs is to target smaller properties.

"This is especially true among first-time buyers, who have proven to be resilient over recent years, and now account for the largest proportion of homes purchased with a mortgage in almost 30 years."

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Reimagining Design with Nature: ecological urbanism in Moscow

• Reflective Essay
• Published: 10 September 2019
• Volume 1 , pages 233–247, ( 2019 )

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• Brian Mark Evans   ORCID: orcid.org/0000-0003-1420-1682 1  

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The twenty-first century is the era when populations of cities will exceed rural communities for the first time in human history. The population growth of cities in many countries, including those in transition from planned to market economies, is putting considerable strain on ecological and natural resources. This paper examines four central issues: (a) the challenges and opportunities presented through working in jurisdictions where there are no official or established methods in place to guide regional, ecological and landscape planning and design; (b) the experience of the author’s practice—Gillespies LLP—in addressing these challenges using techniques and methods inspired by McHarg in Design with Nature in the Russian Federation in the first decade of the twenty-first century; (c) the augmentation of methods derived from Design with Nature in reference to innovations in technology since its publication and the contribution that the art of landscape painters can make to landscape analysis and interpretation; and (d) the application of this experience to the international competition and colloquium for the expansion of Moscow. The text concludes with a comment on how the application of this learning and methodological development to landscape and ecological planning and design was judged to be a central tenant of the winning design. Finally, a concluding section reflects on lessons learned and conclusions drawn.

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Principles for public space design, planning to do better

A transformative shift in urban ecology toward a more active and relevant future for the field and for cities

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The landscape team from Gillespies Glasgow Studio (Steve Nelson, Graeme Pert, Joanne Walker, Rory Wilson and Chris Swan) led by the author and all our collaborators in the Capital Cities Planning Group.

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Evans, B.M. Reimagining Design with Nature: ecological urbanism in Moscow. Socio Ecol Pract Res 1 , 233–247 (2019). https://doi.org/10.1007/s42532-019-00031-5

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Published : 10 September 2019

Issue Date : October 2019

DOI : https://doi.org/10.1007/s42532-019-00031-5

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The AI-fueled stock market bubble will crash in 2026, research firm says

• The AI-fueled stock market bubble will burst in 2026, according to Capital Economics.
• The research firm said rising interest rates and higher inflation will weigh down equity valuations.
• "We suspect that the bubble will ultimately burst beyond the end of next year, causing a correction in valuations."

An artificial intelligence-fueled stock market bubble will burst in 2026, according to Capital Economics.

The research firm has said that a stock market bubble, driven by investor excitement towards artificial intelligence, would drive the S&P 500 to as high as 6,500 by 2025, led by technology stocks.

But starting in 2026, those stock market gains should unwind precipitously as higher interest rates and an elevated inflation rate start to weigh down equity valuations.

"Ultimately, we anticipate that returns from equities over the next decade will be poorer than over the previous one. And we think that the long-running outperformance of the US stock market may come to an end," Capital Economics' Diana Iovanel and James Reilly said.

Their bearish stock market call is somewhat counter-intuitive, as the economists expect the growing adoption of AI will spark a boost in economic growth driven by increases in productivity. That economic boost should result in higher inflation than most expect and, in tandem, higher interest rates.

Higher interest rates and inflation are ultimately bad news for stock prices, as evidenced by the recent stock market decline , which was sparked by a surprisingly hot March CPI inflation report.

"We suspect that the bubble will ultimately burst beyond the end of next year, causing a correction in valuations. After all, this dynamic played out around both the dot-com bubble of the late 1990s and early 2000s and the Great Crash of 1929," Iovanel and Reilly said. 

The expected bursting of the stock market bubble should lead to a decade of investment returns that favor bonds over stocks. 

"We expect stronger returns as government bond yields settle at higher levels," Capital Economics said of the fixed-income market. 

Capital Economics forecasts that between now and the end of 2033, US stocks will deliver average annual returns of just 4.3%, which is well below the long-term average return of about 7% after inflation. Meanwhile, Capital Economics said it expects US Treasurys will return 4.5% in the same period, slightly edging out equity gains. 

Those projected returns are in stark contrast to the average annual returns of 13.1% delivered by US stocks over the past decade.

"American exceptionalism may end in the coming years," Iovanel and Reilly said.

But there is one major risk to their outlook, according to the analysts, and that's the inherent difficulty of accurately timing the top of a stock market bubble, and how long the unwinding of the bubble might last.

"When and how the AI-fueled equity bubble bursts is a key risk to our forecast. In particular, one downside risk is that the aftermath of the bursting of the bubble lasts longer than one year, as was the case following the dot com bubble," Iovanel and Reilly said.

• Main content

Equity Research Associate - Clean Energy & Sustainability Research

Job Description:

The Clean Energy & Sustainability Research team coverage scope includes more than 20 listed companies in the Clean Energy sector with a total market cap of $130 billion.  The team also covers sustainability investment themes impacting the US equity market, and they contribute to global thematic research on sustainable investments.

The ideal candidate will have between 2 to 4 years of experience in equity research, buy-side investing experience or investment banking experience focusing on the alternative energy/industrials/utilities sectors. This role works alongside their Senior Analyst and Junior Analyst peers in all aspects from idea generation to company meetings, and will play a critical part in providing the financial modeling, market overview, crafting of investment theses for stock picks, and identifying sustainability investment themes.

The candidate for this position should be intellectually curious and have a deep desire to learn. The candidate should also have experience with financial modeling and quantitative analysis, as well as strong verbal communication and writing skills.

Responsibilities:

• Perform data analysis using BofA proprietary data as well as third party data.
• Write regular industry, policy-focused and company reports and company launch initiations from scratch.
• Perform financial modeling & valuation work.
• Develop and maintain databases and indicators integral to our research products.
• Produce collaborative reports with fundamental analysts and across asset classes.
• Work closely with our global sustainability research team and analyze implications of non-financial material factors in the investment processes.
• Demonstrate strong industry knowledge and business judgment.
• Work with Senior Analysts to develop key industry themes.
• Build relationships and facilitate information flow with contacts at covered companies and across the BofA platform.
• Participate and contribute to client meetings and events, be comfortable talking to clients/presenting our research views.
• Attend meetings and interact with key opinion leaders.
• Closely follow and understand market, industry and company-specific activity and relay to Senior Analyst when traveling.
• Seek out new, value-added, and/or off-the-beaten-path sources of information to generate new research ideas.
• Leverage our robust network of industry contacts.
• Interact regularly with clients.
• Respond to research inquiries from institutional investor clients during market hours.

Qualifications as a must:

• Bachelor’s Degree or equivalent years of experience
• Minimum 2-4 years of related work experience preferred, focused in Utilities/Alternative Energy sector (equity research, buy-side or investment banking experience).
• Must enjoy following the stock market and doing desktop and field research.
• Along with Finance and Accounting, should have a basic understanding of economics, macroeconomic factors, international affairs and policy/politics.
• Interest and experience in sustainable/impact investing.
• Must have excellent attention to details, ability to multi-task.
• Must be a team player and work well in a collaborative team environment.
• Strong writing and modeling skills.  Expert Microsoft Excel and Word skills.
• Strong communication skills, written and verbal.
• Be creative in seeking out new research ideas and willing to learn.
• Able to thrive in a fast-paced and intense environment.

Qualifications with a plus:

• Progress towards a CFA or other relevant professional certifications.
• Master’s Degree in finance or quantitative fields (Financial engineering/quant finance, physics, mathematics, etc.)
• Experience in quantitative research, including the use of Python/R/SQL or other programming skills to conduct data analysis.
• Familiar with Bloomberg and FactSet.

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Weekly Schedule:

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JR-24016116

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Travel: Yes, 5% of the time

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$130,000 - $160,000 annualized salary, offers to be determined based on experience, education and skill set.

Discretionary incentive eligible

This role is eligible to participate in the annual discretionary plan. Employees are eligible for an annual discretionary award based on their overall individual performance results and behaviors, the performance and contributions of their line of business and/or group; and the overall success of the Company.

This role is currently benefits eligible . We provide industry-leading benefits, access to paid time off, resources and support to our employees so they can make a genuine impact and contribute to the sustainable growth of our business and the communities we serve.

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