To keep their show in the public consciousness before its return to television, Jono and Ben have reached out to their Facebook fans to choose the show’s new motto. Suggestions have been pouring in on their page with a good mixture of the hilarious, the sweet and the outright offensive. They also asked some school children what they think should be featured on the show, their answers are priceless. PLUS: fellow MediaWorks comedian Dai Henwood adds L’Oreal Paris to his list of endorsers.
Much like logos, slogans are one of the most accessible parts of the marketing process, which means the general public often feels compelled to pass judgment on them. At StopPress we have an unashamedly unhealthy obsession with town slogans and spend most nights and some weekends devising new ones (for example, Christchurch: Unexpectedly Dangerous). Judging by the response we usually get when we ask our readers to come up with slogans, the marcomms community likes to have a bit of fun with them too. So we got fairly excited when we saw the local Tauranga newspaper had started a campaign to come up with a new slogan for the town in time for the Rugby World Cup, simply because it didn’t have one and obviously felt like it was missing out.
Town branding, as Jonathan Dodd pointed out in the Herald, has a nasty habit of being exceptionally easy to ridicule, particularly if the slogan that eventually makes it onto the welcome sign is based on lies, unrealistic expectations or blatant straw-clutching.
Of course, town branding can work. But the message …