Into esinokuyifunda kwiiSlogane eziThengisayo

Iimpawu zentengiso ezidumileyo esizikhumbulayo zinempawu eziphambili ezifanayo. Isibhengezo ngasinye sesigxina esingakhumbukiyo sifutshane, kulula ukukhumbula kwaye sibophelelwe kwimveliso eqinile okanye inzuzo yenkonzo. Ngokucacileyo kwaye ngokucacileyo ichaza ixabiso kumthengi.

Isibhengezo sobhengezo esingenakukhunjulwa kufuneka senze ibango kwisibonelelo esiqinileyo, abathengi abazange bakuva ngaphambili. Ukusungulwa kwe-iPod, i-Apple isebenzisa isiqubulo esithi "1,000 iingoma kwiifokethi yakho." Esi sikhokelo sesikhangiso sinenzuzo ecacileyo ebenomdla kubathengi.

Emva koko, ngubani ongeke afune ukuba iimvumi zazo ezifunwayo zifikeleleke?

Iimpawu zokuBhengezwa eziPhezulu zeZibhalo ezidlulileyo

Kuba izigidi zezibhengezo zobuchopho bomntu zibonakaliswa kuwo wonke unyaka, umsebenzi wokuma ngaphandle unzima kakhulu. Ukudala i-slogan yentengiso yeyona ntengiso yiyo yonke inxalenye yokwenza i-brand yakho ithengwe ngabathengi. Ngubani ongakulibala ezi zifundo zakudala?

• "Kumkani weebhiya." - Budweiser
• "M & Nks uyancibilika emlonyeni wakho, kungekhona esandleni sakho." - I-M & M ipandi
• "Musa ukuhamba ekhaya ngaphandle kwalo." - American Express
• "Phuma uze uthinte umntu" - AT & T
• "Ukhawuleza kwaye uqhubeka ephawula." - Timex
• "Hayi, Mikey ... Uyayithanda!" - Ubomi beCereal

Izallog zenza ukuba inkampani yakho ibonakale, kodwa ukuba ingaphunyezwa ngempumelelo, isi-slogan esingafanelekanga sinokubuya kwakhona. Kukho iingqungquthela ezininzi zokulumkisa izivakalisi ezidumiweyo ezidumileyo. Iinkampani zobukhulu bonke, ngokukodwa iinkampani zomhlaba wonke, ziye zakhubeka ngexesha elidlulileyo xa zithengisa iimveliso zazo phesheya.

Khawuqwalasele lo mzekelo wesigxina asikho kakuhle. Xa uPepsi wayethengisa i-slogan yabo, "IPepsi ikubuyisela ebomini," ngesiShayina igama elithi slope lithetha "iPepsi ikhupha i-Ancestors yakho emva kwe-Grave." Kucacile ukuba oko kwakungekho oko uPepsi ayekujolise kuyo, kwaye ukuba kwakungatshintshwanga, kunokumenza buhlungu kancinci yePepsi.

10 Iimpawu zeNtengiso eziBalulekileyo esizifundayo

Ukuba ujongene nocelomngeni wokwakha isikhangiso esikhangayo, sithintela kuloluhlu lwe-10 oludumileyo nge-Ad Age:

1. "Iidayimane zihlala ngonaphakade" - iDeBeers
2. "Yenza nje" - iNike
3. "Ikhefu eliqabulayo" - Coca-Cola
4. "Ukuthanda kakhulu, ukuzaliswa okungaphantsi" - uMiller Lite
5. "Sizama kanzima" - I-Avis
6. "Ulungele ukuhla kweyokugqibela" - uMaxwell House
7. "Isibhedlele seengqungquthela" - Izigulane
8. "Ingaba yena ... okanye ayenjalo?" - Clairol
9. "Xa imvula ithululela" - iMonon Salt
10. "Uphi inyama yenkomo?" - Wendy

Njengoko uqala ukudala i-slogan ye shishini lakho elincinci, jonga iincwadana ezidumileyo zokuhlola ukuba kutheni zisebenza kunye nendlela onokuyiphucula ngayo impumelelo yazo. Ukuba unenkathazo, thatha isinyathelo emva kwaye uqale ngomsebenzi okunceda ukuba wenze isiluleko sokuthengisa esiyingqayizivele (USP) . Xa usenza oku, i-slogan yakho kufuneka ibe lula ukuyibona.

Ehlelwe nguAlyssa Gregory