Coming up with a great slogan is harder to achieve as time goes by, according to expert Helen Edwards.
In an article for Marketing Week, she says: "Agencies don’t make ’em like they used to, because they can’t. Restrictions are everywhere. But increasingly, they are reluctant to make ’em at all, deeming the blunt, enduring slogan out of sync with today’s fluid times."
She says it takes more than a great slogan to make a brand work – something the travel industry understands well.
Thomas Cook brought back the ‘Don’t just book it’ slogan four years after it was ditched in 2013 for no longer being relevant, but having one of the most memorable sayings in UK advertising wasn’t enough to stop it going out of business two years later.
