Every brand craves a remarkable slogan to help them distinguish themselves.
A great slogan can obliterate sales resistance, making your brand the voice of your audience.
That’s what can happen.
Here’s what actually happened with a brand that got it right.
I just learned that one of our clients, Defiance Fuel just closed a partnership deal with Def Jam rapper Jeezy.
And the celebrated rapper said, “I am thrilled to partner with a brand whose motto ‘defy limitations’ is one I believe in professionally, physically, and mentally.”
That slogan was developed in Nashville when we developed the brand, product name and package design.
The Slogan that Crushed Opposition
Just today, I saw this Forbes article where they wrote what happened:
“Born Jay Wayne Jenkins 40 years ago today, his current portfolio includes an ownership stake in American Cut Steakhouse’s location in Atlanta’s Buckhead district, an advisory role for the Avión tequila brand, and multiple real estate properties.
“Jenkins’ latest endeavor takes him into the world of athletic performance enhancement. This week, he announced a partnership with Nashville-based company Defiance Fuel, Inc. around their titular, signature product. Described as an “ultra-purified” performance water, Defiance Fuel is currently available via “partner gyms, yoga studios, sports teams, professional athletes, therapy centers, specialty sporting goods stores [and] wellness centers.” A recent arrangement with the St. Louis Cardinals put the rehydration product in both the bullpen and concession stands at Busch Stadium.
“In a statement, Jenkins expressed his enthusiasm for working with the brand. ‘I am thrilled to partner with a brand whose motto defy limitations is one I believe in professionally, physically, and mentally.’ “
How Did This Remarkable Slogan Come to Life?
The video we created tells the tale better than any additional words I could weave:
The Secret Sauce
Slogans are one part of your brand’s toolbox that separates your brand from your competition.
But it’s a core part of any company’s Brand Vocabulary.
For many companies, it’s part of their secret sauce.
To settle for a mediocre brand and a predictable slogan is to let your brand down, and to risk being invisible.