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Activity 110310

The document presents examples of positioning slogans from various companies that are poorly constructed but contain underlying good positioning concepts. These include slogans for a hospital, airline, courier company, fast food chain, car, and law firm. The task is to review and rewrite each slogan more appropriately while maintaining the central message, and to consider whether the original slogans can be improved or need complete revision, as well as the effectiveness of slogans for companies.

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Aliza Ishra
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197 views1 page

Activity 110310

The document presents examples of positioning slogans from various companies that are poorly constructed but contain underlying good positioning concepts. These include slogans for a hospital, airline, courier company, fast food chain, car, and law firm. The task is to review and rewrite each slogan more appropriately while maintaining the central message, and to consider whether the original slogans can be improved or need complete revision, as well as the effectiveness of slogans for companies.

Uploaded by

Aliza Ishra
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Activity: Improving Poor Positioning Slogans

In the following table you are presented with examples of positioning slogans gone wrong. However,
at the essence of each is a good positioning concept, it is just that the words have been poorly
constructed.

FIRM SLOGAN

For a hospital “You’ll be glad you’re sick”

For an airline  “We won’t crash – or your money back!”

For a courier company “On time, almost all of the time”

For a fast food chain “More edible than most other fast food”

For a new car “Really cheap car – so you can save your money for the petrol”

For a law firm “Simple, easy, uncomplicated, straight-forward, clear-cut, to-the-point, no


beating around the bush, basic, legal advice”

You need to review the slogans and see if you can rewrite them more appropriately, while still
maintaining their central message.

QUESTIONS
1. Start by rewriting each of the slogans.
2. Does each of original slogans have a core underlying positive message or does it need a
complete revision of its positioning approach?
3. How effective, do you think, is the use of a slogan for a company or brand?

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