(Marketing Strategy)

The Wizard’s Thoughts on 15 Slogans From Famous Brands

Slogans have been one of the most crucial elements of businesses for ages past. Serving as catchphrases, they capture consumer attention and leave a lasting impression in their thoughts.

Ryan Chute
Ryan Chute
November 17, 2022
The Wizard’s Thoughts on 15 Slogans From Famous Brands

Slogans have been one of the most crucial elements of businesses for ages past. Serving as catchphrases, they capture consumer attention and leave a lasting impression in their thoughts. That’s why, in many ways, slogans are like wizard spells cast upon the consumer’s mind. They enchant customers with the brand’s message and entice them to purchase the company’s products and services.

Truthfully, slogans can make or break a brand as they’re engraved into the identity of a business.

Don’t you notice it? When we hear popular brand names, catchy slogans pop up right along with them. I bet that you even remember one or two famous advertising slogans that indefinitely stay in your memory.

The problem is that not all slogans effectively occupy space in people’s subconscious.

While a strong slogan sticks in customers’ thoughts and lingers, an ineffective saying has no impact on brand recall. Worse, they can confuse customers and further harm the brand’s image.

To fully understand commercial slogans, we must revisit the pros who made theirs work. More than craft brand slogans that roll off the tongue smoothly is needed. They must also align with the brand’s message and values to truly resonate with your target audience.

That’s our mission in today’s article. Let’s look at a list of advertising slogans from countless successful businesses and see what made them catchy and compelling.

What is a good slogan?

Have you ever come across a slogan and thought, “yep, that’s one killer slogan“? Then you encounter another catchphrase that didn’t have that smooth ring.

All slogans are built differently and don’t subscribe to a single formula. Nonetheless, they all have a singular purpose: to leave a lasting impression on their audience.

Before exploring our list of famous commercial quotes, it’s best first to define a good slogan.

Slogans, as everyone knows, are concise and memorable phrases used in advertising campaigns to draw potential customers. All ad slogans are unique because while they work for one purpose, they perform that role uniquely. Some:

  • Encapsulate the core values of a brand
  • Express the business’s defining characteristics
  • Shares the lifelong purpose of a company
  • Communicates the unique value proposition of an enterprise

So, what makes a good slogan? It should be short, to the point, and memorable. It must also align with the brand’s image and tone of voice and evoke emotion in the audience. After all, you only have a few words to leave a mark on, so make them count.

Marketing slogans aim to demonstrate the power of creating an emotional connection between customers and brands. As long as it’s relevant to the brand it represents and effectively initiates brand recall among customers— it’s considered good. Successful slogans can become ingrained in our culture and stand the test of time.

Although it seems easy enough to craft, slogans take a lot of research, creative juices, and strategy to create. I assure you, the first one-liner you think of isn’t the best one. Prepare yourself to write about 50 others. Unless, of course, you’d leave the slogan-making endeavor to the pros in advertising.

Wizard of Ads® partners with many residential home service businesses to perfect their advertising campaigns. From slogans to display ads, we’ve got your marketing covered. Book a call with Wizard of Ads®, and let’s get you hooked up.

Here’s the thing. Slogans are not the only ones we offer; we can give you something better than a company tagline. Find out below.

Brandable Chunks vs. Slogan

Brandable Chunks vs. Slogan

While slogans give your company a sense of identity, more often than not, slogans fall into the category of AdSpeak, these are the obvious and predictable advertising lines that customers smell from a mile away, so they hardly work. According to Roy H. Williams, AdSpeak is any advertising attempt that your customer interprets as, “blah, blah, blah.”

Unless your ads emotionally captivate and connect with customers, they’ll remain white noise in an ocean of invisible marketing messages. Do you know what words do not fall within the AdSpeak umbrella?

Brandable chunks.

These are memorable words, phrases or sentences distinct to a brand that people associate with your company. In other words, when people hear brandable chunks, they know your brand said it first.

Examples of brandable chunks that I use are:

  • Sea of Sameness
  • Realm of Association
  • Underlying felt needs
  • CORE Principles
  • Blind spots, bottlenecks, and breakpoints
  • Sales is a dance. Closing is Jujitsu.
  • Transactional Shoppers
  • Relational Buyers

When you hear these words elsewhere, you heard it from me first *winks*

Your company needs brandable chunks, too, on top of an effective slogan. Wizard of Ads® can help you make that happen.

Famous Slogans vs. Effective Slogans

Famous Slogans vs. Effective Slogans

Someone once asked me, “which is better, famous slogans or effective slogans?

I didn’t have an answer to the question because, quite frankly, that’s not the right question to ask. Famous slogans and effective slogans are not at war against each other. In fact, both of them are essentially the same, just in different ‘evolutionary states.’

Let me explain.

All famous slogans are famous for one reason — they’re effective. Commercial slogans made it to the big leagues because someone crafted an effective slogan before the business was even recognized. Effective slogans evolve into famous slogans when all marketing and business touchpoints are on point.

If you’re looking for inspiration in developing your own slogan, check out the powerhouses in the industry. They’ll give you an idea of what works and doesn’t for your business.

Let’s look at and review the most effective and famous slogans the world has ever known.

15 Famous Slogans Over the Years — What Does the Wizard of Ads® Say About Them_

15 Famous Slogans Over the Years — What Does the Wizard of Ads® Say About Them?

There are many famous commercial quotes, but only some marketing slogans take the cake. Below, we’ll look at the best catchy slogans of the most popular businesses on earth.

Kentucky Fried Chicken — “Finger-lickin’ Good”

Do you know those accidental science experiments that no one thought much of but eventually saved the human race? How KFC’s slogan follows that same narrative.

It was uncertain when the restaurant manager addressed a woman’s complaint about KFC’s TV commercial. Apparently, she disliked seeing Colonel Sanders licking his fingers on-screen, to which the Arizona manager replied, “Well, it’s finger-lickin’ good.”

This slogan sits at the pinnacle of the best commercial slogans because it has a clever play on words. Aside from being memorable, it captures the essence of how good KFC’s banner product is.

Nike – “Just Do It”

Unlike other famous quotes, Nike’s Just Do It slogan has a bit of a morbid inspiration. According to The Washington Post, the line was the final words of a person convicted of murder. Well, it works.

Nike etches their brand in the industry, not as a famous sports shoe company, but as a lifestyle choice. With top athletes living the Just Do It philosophy, it’s no wonder that Nike continues to dominate the sports industry. However, their slogan empowers individuals to push their limits and remains relevant in various contexts beyond sports.

Kodak — “Share Moments, Share Life”

Kodak’s slogan is all about connecting with others through shared memories. If there’s one thing common among humans, we relish good experiences and block out the bad ones from our memories. What better way to store memories than with a snap of a picture?

Kodak’s slogan focuses heavily on that belief, which gives their brand the emotional appeal to edge out industry competitors. It highlights the importance of preserving and cherishing moments with loved ones and capturing those experiences using their product.

The only downfall of Kodak is its reluctance to go with the times and ditch image printing and film-powered devices. While they may have failed in their most crucial touchpoint, the slogan remains one of the best.

Nikon — “At the Heart of the Image”

Like Kodak, Nikon is another famous camera brand that focuses on emotional appeal in its slogan. However, Nikon did a better job at clarifying its business model and solutions by adding the word “image.”

This slogan then emphasizes two things:

  • Nikon’s commitment to producing high-quality imaging technology.
  • Highlighting the emotional connection that comes with capturing moments through a photograph.

In other words, no camera brand other than Nikon gives images the vibrance of life it needs.

Skittles — “Feel the Rainbow, Taste the Rainbow”

Skittles’ slogan perfectly shows how short slogans can still be highly effective. For one, this playful phrase already highlights the colorful array of Skittles’ candy options. Moreover, it also cleverly incorporates the sensory experience of tasting them.

It brings to mind the fun and excitement associated with trying out new flavors while emphasizing the brand’s distinct taste.

Lay’s — “Betcha Can’t Eat Just One”

Lay’s is undoubtedly one of the most popular snack chips in existence. It’s a simple yet highly impactful slogan. I’m sure their motto had something to do with their business success.

This phrase brings to mind the irresistible taste of Lay’s and challenges consumers to resist devouring more than one serving. While that sounds counterintuitive, the slogan conditions customers to consider grabbing more than one bag when grocery shopping.

It also highlights the brand’s confidence in its product, further cementing Lay’s position as the top player in the snack industry.

BMW — “Designed for Driving Pleasure”

What’s the reason people buy cars? Primarily for convenience, of course.

But ask anyone to drive a Fiat Multipla, and they’ll say they’d rather walk than be seen in it. Underneath all the convenience talk, we truly want a car that looks good and makes us look good.

That’s the impression BMW leaves with its slogan.

BMW speaks to its target audience: those who value the driving experience and appearance above all else. It positions the brand as an authority in the automotive industry. It communicates the brand’s expertise in designing cars that prioritize pleasure, setting them apart from competitors.

Dollar Shave Club — “Shave Time, Shave Money”

Dollar Shave Club’s slogan is another simple yet clever play on words. It succinctly communicates the brand’s value proposition: their shaving products will save customers time and money.

It also plays on the common phrase “time is money.” This adds a playful twist to appeal to its target audience of young, budget-conscious individuals. Overall, the slogan is memorable and effective in conveying the brand’s message.

Maybelline — “Maybe She’s Born With it, Maybe it’s Maybelline.”

Maybelline’s famous slogan already hints at their intended market: women (although that wouldn’t hold up in 2022). Their motto alludes to the innate beauty that some women are blessed with. However, only some are born with that same advantage. In just a few words, Maybelline suggests that its arsenal of makeup can help create or enhance natural beauty.

The phrase is catchy and memorable, perfectly encapsulating the brand’s essence as a beauty products provider. The quick jingle “maybe it’s Maybelline” is also catchy and memorable (even I remember it).

Airbnb — “Belong Anywhere”

To some degree, AirBnB has achieved a similar level of popularity with Google and Facebook.

How?

Like the two famous brands, Airbnb has become a colloquially understood verb to denote booking a place. This fits perfectly with their slogan, “Belong Anywhere.”

Airbnb’s slogan perfectly represents its mission to provide a sense of belonging and comfort wherever you may be. It also evokes a sense of adventure and exploration, encouraging people to step out and experience new places.

Pizza Hut — “No One Outpizzas the Hut”

Pizza Hut’s catchphrase is less famous than other businesses listed here. However, there’s a caveat. When you hear the pizza company’s slogan, you won’t think of any other business except Pizza Hut.

Have you ever heard businesses insert their name within the slogan? No, because inserting your brand name in your motto is AdSpeak, but Pizza Hut pulled it off. Pizza Hut infused a little wordplay and made their slogan one of a kind. On top of that, the slogan confidently professes Pizza Hut’s unquestionable superiority over other competitors in the pizza industry.

Disneyland — “The Happiest Place on Earth”

Regarding theme parks, Disney surely knows how to stand out among the rest with their slogan. They don’t just proclaim about having the most fun rides or attractions. Instead, they position themselves as the ultimate destination for happiness.

Walmart — “Save Money, Live Better”

Who doesn’t like Walmart? Unlike other big box stores, Walmart remained faithful to offering low everyday prices to its consumers.

That’s what makes Walmart’s slogan catchy and also accurate. It speaks of the brand’s untainted value proposition: to sell high-quality products at relatively lower price points. Additionally, buying cheaper products also suggests having more purchasing power to spare, which is ideal for everyone.

General Electric — “Imagination at Work”

Regarding innovation and technology, GE is one of the top players in the game. And their slogan couldn’t be more fitting.

That’s what GE stands for. It’s pushing boundaries and constantly working towards imagination-driven solutions that can change the world. GE sells revolutionary solutions that are products of imagination and endless possibilities.

De Beers — “A Diamond is Forever”

Did you know that De Beers’ “A Diamond is Forever” slogan was the most recognized in the 20th century? That’s according to Gem Nation. The phrase was first coined by copywriter Frances Gerety in 1947 and has since become synonymous with the diamond industry.

But what does it mean? De Beers uses this slogan to convey that diamonds are timeless and everlasting symbols of love. This message resonated with consumers, as diamonds have become a staple in marriage proposals and wedding rings.

Furthermore, the power of this slogan goes beyond its symbolic meaning. It also conveys to consumers the value and prestige associated with diamond ownership. In a sense, it perpetuates the idea that diamonds are a valuable investment and status symbol.

The above list features some of the most famous advertising slogans for a good reason. These slogans not only catch our attention, but they also effectively communicate the values that each respective brand offers. Use their examples to see how you can craft your killer slogan in the retail and automotive industry.

Just remember to keep it short, to the point, and memorable, depicting the value you aim to offer. If you need any support crafting your slogans, Wizard of Ads® can help. Book a call, and we’ll make your slogan the common expression in your category.

(Online)
(Offline)
(Branding)
(Slogans)
Ryan Chute
Ryan Chute

Helping small businesses become BIG brands with a holistic marketing strategy that speaks the same language across all sales and marketing channels.

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Questions? We’ve got answers.

Who does the Wizard of Ads® for Services work with?

Wizard of Ads® for Services work with healthy and growing businesses hungry to grow by multiples, like you.

You are ready, willing, and able to grow your business. You are open to change and are seeking a distinctive angle of approach to gain the time and attention of a too-busy public.

You know that lasting relationships take time, patience, and good energy to nurture and cultivate. We carefully enter into every arrangement with the intention of working with you for as long as you own your business. You prefer lasting partnerships.

You are already a solid operator. You have successfully grown your business and appreciate the impact the right brand story will have to get to the next level in your operation. You know a strong relational message takes time to gain momentum, but it’s worth the one-time short-term discomfort for the long-term gains.

Marketing cannot fix a failing business.

We accelerate what’s already happening in a business. If your business is on the rocks, marketing will only speed up the inevitable.  

You’re focused on lasting change that leads to exponential, profitable growth, not just sales at any cost. Intuitively, you know that communication that enhances every element of your customer's experience and your employee's culture is the key to your success.

Our advertising model works best for services who have a long purchase cycle and sell a more expensive product like jewelry, furniture, luxury products, and automotive.

How does the Wizard of Ads® for Services charge?

Traditional full service marketing agencies are designed to capture the greatest amount of revenue from a client, regardless of results. Every last item is billed and expensed to the client. Typical agency fees can represent a whopping 55% of the entire advertising budget. That means a $5 million dollar advertising budget, you would spend $2.75 million on agency fees.

Think of Wizard of Ads® for Services as the Anti-Agency.

Our income is not tied to your advertising budget. Our income is exclusively tied to your growth. Our goal is to maximize your advertising impact with the lowest reasonable spend. This allows you to spend only what is necessary or to put extra horsepower into aggressively growing in your market.

The genius of this model is that it perfectly aligns our motivations as true partners for exponential profitable growth without the pain of being unaffordable. Ultimately, we are confident in taking the risk of being underpaid in the first few years because we know the results always speak for themselves.

Next, we do not accept commissions, referral fees, kickbacks, or other compensation from any service providers we recommend or engage for production work. Most agencies do. This includes the 15% agency commission for media buying. This approach is considerably different from the compensation plan employed by most advertising agencies, as it eliminates any potential conflicts of interest and allows us to focus our entire attention on helping you grow your business profitably as a true partner. For example, a $500,000 annual media buy would involve a $75,000 commission that we would have removed directly from your media providers' invoices.

This is the perfect pricing model for services who sell goods with a long purchase cycle.

By tying ourselves to gross revenue, we only have one motivation. Your motivation. We have no motivation to convince you to spend more money on marketing than what is necessary, and since we are a variable expense to sales, we NEVER become too expensive to have us on your team.

In almost every case, we end up lowering the amount of money you spend. We will stay within your planned marketing budget, including your media spend, production, and our Annual Fee. Add on the fact that you get any and all commissions back for media buys and various services provided by outside providers, and you will actually save money having us on your team.

Don’t forget, we have the largest buying power in North America for media buying, meaning for every dollar you spend buying media, we only spend 27 cents on average. This stretches your reach, impact, and frequency in a way no other agency (or yourself) can achieve on your own, saving you hundreds of thousands of dollars, eventually millions, every single year.

Clients who heed our advice and embrace our Marketing Strategy quickly add $1 million in incremental revenue to their business, making your investment a smart bet and a bit of a no-brainer.  

There is no longer any guesswork, hope, or fear that our marketing strategies are going to work. If our client’s are able to abandon any limiting beliefs about marketing, deliver operational excellence, and play the long game, our marketing strategy will accelerate their profitable growth.

Wizard of Ads® for Services pricing model is based solely on the top line revenue of your company. It consists of an Upfront Fee and an Annual Fee. These fees are inclusive of scheduled travel, services, and all other expenditures as outlined in the Consulting Agreement.

The Upfront Fee covers the intensive Uncovery Process, the first year’s Media Buy, the Creative Process, and the Market Research while the Annual Fee goes toward implementation, ongoing creative and consulting, and next year's media buy. You get a team of 3.5 people, with direct access to a top tier Creative Lead and Media Buyer, and on-demand access to me as your Master Strategist. You will also have a full-time Account Manager keeping everything on track.

While the upfront does have an initial pinch, it is easy to amortize the investment over the many years we will be working together to grow your business. Wizard of Ads® retain clients for 10 years, on average. The sale of the business is the number one reason for termination. We actively terminate the bottom 1% of clients who are unwilling or unable to follow our strategies.

Wizard of Ads® for Services believes that all rewards should be directly correlated to the success of our clients. This means that the Wizard of Ads® for Services only receives a raise when the company achieves growth. For example, if your gross sales for the year have increased by 25%, the Annual Fee you pay us in the following year will also be increased by 25%. Likewise, if your gross sales decrease, our Annual Fee will decrease by the same percentage during the following year.

This is an exceptionally easy and fair way to track and reward success. This model was developed by Wizard of Ads® over 35 years ago and has served us well because it serves our clients well.

As a rule of thumb, we take the risk of working for considerably less than our actual value in the first few years as we help accelerate growth. This means you need to be willing to pay us exceptionally well when you start doing even better.

When should I engage The Wizard of Ads® for Services?

There are four key revenue stages for engagement with the Wizard of Ads® for Services.

  1. Under $3.6 million in revenue
  2. Between $3.6 and $10 million in revenue
  3. Between $10 and $20 million in revenue
  4. Over $20 million in revenue

Under $3.6 million in revenue is an investment in your brand. This will serve you well in establishing your brand story early on and help you with your name, logo, and truck wrap design. It's easier to create pictures from a story than it is to make a story based on pre-drawn pictures. You'll be glad you did. Everyone on a fast path to growth is.

Most clients start with Wizard of Ads® for Services between $3.6 and $10 million in revenue. They have often seen a natural ceiling with their leads for demand service and are looking for ways to push past the ceiling. This can only be done with a properly executed brand strategy, specifically in mass media with a sticky story.

Between $10 and $20 million in revenue, Wizard of Ads® for Services has some natural economies of scale. This is a sweet spot where Wizard of Ads® for Services can offer some added value in getting the ball rolling.

Over $20 million in revenue is actually the lowest cost point of entry as a percentage of revenue, but not the cheapest time to start with the Wizard of Ads® for Services. Leveraging all economies of scale aside, we have been left out of the upside along the way, so engaging when over $20 million in revenue means we have to mend a lot of fences damaged along the way. This is also where clients see significant savings in their media buys and production costs.

There are also three market sizes to consider.

  • Primary Markets are the top 50 cities in America.
  • Secondary Markets are the smaller cities in America.
  • Tertiary Markets are the more rural trade areas in America.

When considering an engagement with The Wizard of Ads® for Services, consider what size market you are in. For example, a $3.6 million company in a Primary Market will struggle to get the necessary reach needed to make a splash. You either have to be more patient than a larger company or spend more money to accelerate your reach.

Alternatively, a $5 million company in a Secondary Market will look like a pretty darn big fish in a medium-sized pond.

A $20 Million company in a Primary Market will feel like a $50 million company using our strategies to potential customers.

The key to remember is that the earlier you start with the Wizard of Ads® for Services, the lower the investment to get started. As they say, the best time to plant a tree was 20 years ago. The second best time is today.

Are production costs included in your fees?

Offline, the Wizard of Ads® for Services Creative Lead will create the ad copy, cast the voice actors, source the production house, direct the performance, pick the music bed, manage all the edits, and provide you with the completed ad for final approval before sending to air on your behalf. This is included in our fees.

You pay for the production house, actors, royalty-free music, and jingles directly to avoid any potential for markups, commissions, or management fees.

We have many friends in the industry that give our clients good deals due to the large volume of work we provide them. We will introduce you to them.

Online, the Wizard of Ads® for Services Digital Lead will either coordinate production in-house or work with your preferred digital vendors. The scope of work will be determined and fees will reflect the scope of work to be done.

How long before a brand-forward strategy starts working?

In approximately three months of activation, we’ll just be getting live on air. In six months (3 months on air), you’ll be getting anecdotal feedback from people that you are being heard, but there will be no direct line to revenue.

After 6 months on the air, you’ll think you made the biggest mistake of your life signing up for this branding nonsense. After 9 months on the air (12 months in) you’ll see the light at the end of the tunnel.

At 12 full months on the air, you’ll know why you did this branding thing. Two years from now, we'll be clinking champagne flutes as you wonder why you didn’t do this sooner.

How long before we’re live?

The general guideline is 70-120 days, depending on the level of production needed and if there is a name change to your business.

This includes an onsite visit, a deep dive into research, and getting things created, negotiated, approved, produced, and live on the air.

  • Uncovery - 15-30 days based on travel. 1-2 days onsite.
  • Research - 30-60 days based on the scope of work.
  • Creative and Media Buy Process - 45 to 60 days
  • Offline Production - 15 days for radio. 30 - 60 days for television.
  • Online Production (if switching) - 60 days

This means planning for roughly 90 to 120 days in the proper development and production of a completely unique Marketing Strategy before anything hits the airwaves.

Are you exclusive?

Creatively, yes. During the term of this Agreement, all Creative Partners assigned to your Account shall not engage, directly or indirectly, as an employee, officer, manager, partner, consultant, agent, owner, or in any other capacity, in any competition of the client, including any company engaged in marketing consulting.

For clarity, the Creative Partner is defined as the individual Wizard of Ads® Partners who is responsible for creating your creative strategy and ongoing creative copy. Competition is defined as companies that engage in the same industry and business units (e.g., Furniture, Automotive, etc.) as you. The market area is defined as the area where the marketing message naturally reaches through DMA or 60 miles from the city center of the client's service area(s).

Naturally, we exclude any potential future competition in markets where you are not currently active at the date of signing.

We do not limit Media Buyers in any market. Media Buyers get better deals for larger volumes, making it beneficial for the client to have the Media Buyer available to do as many buys as possible to secure the best deals on the client’s behalf.

Do you do digital marketing?

Wizard of Ads® for Services can provide a host of digital marketing solutions for services. Wizard of Ads® has specialized Partners that provide digital services that serve services effectively. Under no circumstances will digital marketing services be offered without Wizard of Ads® for Services core solution.

It is most likely that Wizard of Ads® for Services will work with your existing digital partners and suppliers. If you do not have a reliable digital provider, we would be happy to introduce you to a number of great providers that play nice with Wizards.

Do you do jingles?

Wizard of Ads® for Services can assist you in getting a jingle for your business. Like any other tactical element of a marketing strategy, we do not produce a jingle for the sake of a jingle.

If you do not have a story or a strategic reason to have a jingle...or an ad campaign to tie it to, do not waste your hard-earned money on a jingle. You are wasting your time and money.

When you do build a single unified marketing strategy that incorporates a jingle for a specific (often scientific) reason, we have a Jingle Wizard who has studied the art and science of jingle design.

He will score you an original, royalty-free jingle, including professional singers, musicians, and producers. He will not knock off a generic jingle from a publicly available music bed that sounds like everyone else's jingle.

Your jingle will serve a very specific reason and produce a very specific result. Have you guessed how much we love jingles yet?

Who owns the copyrights?

Wizard of Ads® for Services owns copyrights for two very specific reasons. We also provide a fair use clause in all contracts to ensure you are in no way limited to the access of your creative works, whether you are working with us or not.

The first reason we own your copyright is to ensure that we do not have to go up against our own creative works in other markets we serve. This means you are not allowed to lend, give, borrow, tweak, rent, lease, or sell your creative works to any other company at any time.

The second reason we own your copyright is that we can establish a one-time value for your creative works in the event that someone steals the content. Upon selling you the copyrights, you can go after the perpetrator for theft and make a considerable bounty in a slam dunk case.

Here is how Wizard of Ads® word the fair use of your copyright for as long as your business is in operation:

All writing and/or marketing materials we create for you are not works-for-hire. Wizard of Ads® for Services hereby irrevocably grants you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
How do I measure brand results?

There are a number of interesting ways to measure results. Some people like to get unique identifying telephone numbers, or create branded URLs that redirect to landing pages or the website. However, much of this is a waste of time and energy as it never tells the true story of the brand journey and how it affected the decision-making process.

Other indicators of brand effectiveness include tracking new customers, reactivated customers, or running a brand equity survey to get a sense of your share of mind. Digitally you will see direct search increase, which cannot be affected by anything digital, as well as branded keyword inquiries increase. You’ll, of course, need to get your digital people to add these to your campaigns if you hope to see an increase in conversions.

Wizard of Ads® for Services racks the simplest of indicators. Top line revenue. When your branding takes effect, and the company responds in kind from the phone call or form fill-on, top-line revenue will increase. Efficacy is plotted on a T12, and total lead volume from all sources is tracked.

12 things you should know before signing up.
  1. Quality relationships take time. Branding is a long-term strategy. That’s why most services do it wrong, or not at all. There is always a lag between the start of the new campaign and the time it takes your customers to connect the dots. You MUST BE READY, WILLING, AND ABLE to endure this lag period. In our experience, the lag is typically 6 to 9 months, depending on how competitive the marketplace is, your company’s reputation, your budget in relation to reach, and the eight uncontrollable environmental factors. During this time, we will be helping you implement a transition plan to ease the pain. The good news is that this lag only happens once.
  2. Decisions by Committee. We completely reject the notion of decisions by committee. We work with a single, courageous decision-maker. We welcome decision influencers, but we only look to the Owner for the final decision. All decision-makers and influencers must be involved in the Uncovery and Marketing Strategy Presentation if they want to offer input in the future. It is critical that we have a 100% fully approved plan that can be defended and championed by all leaders in the organization.  
  3. Proven Strategy. That means we are not the low-cost provider. With hundreds of service clients and a playbook of strategic devices, tools, and tactics, this isn’t a guessing game for us. We know what to do to make your goods and services appealing to potential buyers. If you can deliver the goods, we can  build the relationships. If you are uncomfortable with the idea that you are paying us less now so that you can pay us considerably more once revenues allow, please do not commit. We intend to be your true partners, in sickness and in health...so long as you own your business.
  4. Automatic Payments. Everything is on automatic payments. If you struggle with managing cash flow, figure that out in your business first. We accept all major credit cards and ACH payments.
  5. We Cause Problems. If you don’t have a capacity issue now, I promise you will in about 9 months. Let’s deal with recruitment out of the gate as part of your comprehensive marketing strategy.
  6. We Own the Copyrights. All writing and/or marketing materials we create for you are not works-for-hire. We irrevocably grant you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
  7. Brand Building. We will be steering you to limit the use of discounts, rebates, coupons, and sales to attract clients. We know this feels counterintuitive to many, and we will clarify our reasoning. Rest assured, we have considerable experience in creating similar offers that are not damaging to your profitability, your brand’s integrity, and your preferable long-term client relations.
  8. Creative Authority. We must have creative authority over the words. You can accept copy as written or reject it outright, but you cannot modify the words yourself. If you do not like something as written, we are happy to discuss it and make the necessary change to maintain the integrity and intention of the words chosen. Alternatively, we will scrap the concept and create new copy that you are happy to get behind 100%.
  9. Proprietary Algorithm. The media buy must be structured in a very specific way, including running a full 52-week schedule. It is based on brain chemistry, not P&Ls. Once we have committed to the buy, it’s important to avoid adjustments unless they are calculated additions.
  10. Knucklehead Factor. You should expect knuckleheads. For example, when you start running ads that are certain to get attention, you need the courage to continue running those ads, even when you receive complaints. We celebrate complaints. It means we’ve made people feel.
  11. Digital Weasels. In about three months from the time your advertising campaign hits the airways, your digital marketers will show you a marked increase in direct and organic traffic. Some Digital Marketers will mistakenly claim this success as their own. Done properly, you can continue to spend less and less on digital lead generation by increasing your branded keyword online presence.
  12. Annual Marketing Meetings. Travel permitting, we prefer to hold Annual Marketing Meetings (AMMs) outside your city. Years of experience have taught us that we get better results when decision-makers are outside their sphere of influence, away from the day-to-day distractions of the office.

Ready to transform your world?

(do it - you
deserve this)