Is the slogan dead?
Is the strap-line no more?
Looking at the worlds most well known brands... (courtesy of Brandirectory.com) none of them tend to rely on, or have memorable slogans.
Apple, Google and co simply produce products that people want to use. Does Nike need to 'Just do it' anymore? Don't think so.
Adidas 'First never follows' seems like something that will fade away.
In the UK we love a brand slogan.
Ronseal is one that seems to stick in perpetuity. Still to this day, it definitely does what it says on the tin. Check out their website, front and centre is... you guessed it.
Does your business then require something like that? Will it help validate your brand? Can it sum up what you do in a few words? Or will it make your company sound a bit grandiose?
All interesting questions but perhaps there is no easy answer. Burger King feel the need to 'Have it your way' in the US but not in the UK. McDonalds seem to be 'Lovin' it' but does that make any difference to a consumer making a decision on what happy meal to choose?
Perhaps it's all in the delivery and who delivers it.
Don't sweat the vorsprung durch technik. (They don't make music videos like this anymore)