Although there are some controversies in the media, there is no doubt that the vast majority of brand experts and consumers still recognize this new slogan, which is fluent, differentiated and aggressive, and is a rare good slogan.
In contrast, another famous company is not so lucky, and new slogans always go through a lot of trouble.
This is beauty, beauty.
"Life can be better" has been sung for ten years, a classic among classics.
However, the efforts to replace this classic slogan with a new slogan never seem to stop.
1998 (uncertain), that is, the beautiful English Logo was officially changed from MD to beauty. At the beginning of the nationwide VI update, a new slogan was introduced, which completely replaced the form of "life can be better". However, this new slogan is still quite tragic and has the taste of burning the boat. This slogan, created and displayed many times by the world-famous 4A company, is: lead life.
This slogan may be put forward in view of the situation of the United States at that time. At that time, the United States was encountering unprecedented difficulties and began a new round of reform with VI renewal as an opportunity. However, at best, this slogan should only be an idea to boost the morale of internal employees. For consumers, it doesn't seem to make sense. Who wants to buy an enterprise product that seems to have insufficient confidence in whether it can survive tomorrow?
It seems that this slogan appeared less than half a year ago and has been completely replaced by the classic "Life can be better".
However, it seems that the efforts to replace the classic advertising language with more fashionable and appropriate advertising language have not stopped.
At the end of 2006, because the original beautiful Logo has many colors, it is prone to deviation in practical application, and the beautiful Logo began to be upgraded and unified into sky blue. And take this opportunity to launch a new slogan: your thoughts, new ideas of beauty. (Your thoughts, your beauty)
Of course, this time, instead of completely replacing "life can be better", a new advertising language will appear in the form of an annual promotion theme. Instead, we will take a closer look at those ideas that seem to go beyond the annual promotion theme, but try to replace the classic advertising language.
Frankly speaking, the new advertising language should still be good, fashionable and concise. But I think from the experience, Slogan will never become a classic slogan when playing word games. The play of "mind" and "new thinking" is a great obstacle for consumers to "sing bad".
English slogans are better, direct, concise and clear than Chinese. However, I don't understand why you are used in English. Is it because there is "you" in Chinese? Yours always gives people a condescending feeling, and there is also a sense of indifference that has nothing to do with "I", and the affinity is always slightly lacking.
Beauty was originally a combination of my ideas. I think the English advertising language of beauty should be changed to: My idea, my beauty.
This makes it simpler and clearer, clarifies the connotation of the brand, enhances the affinity, and highlights the sense of "ownership" and "pride" of the brand.