What are the building blocks of a good slogan?

Usually I would finish reading a book before I start commenting on what's in it, but I saw an interesting article by Al Reis today that disparaged one of same lines Steve Cone praised in his book, Powerlines. Coincidently, I read both the article and the pertinent section of Cone's book today. As of this moment, there is no way for anyone to tell which author is right.

See for yourself (emphases are mine):

"[T]he slogan of the American Revolution, 'Don't tread on me,' is mostly forgotten today. Even a minor war, such as the Spanish-American war of 1898, can generate a memorable slogan: 'Remember the Maine.' - Al Ries, "Ries' Pieces of Slogan Savy"

"[T]he recipe for success seems simple enough: Create a shorthand message for the mind and eye, and deliver it through mass communication again and again and again... The American Revolution had all manner of slogans and mottos including, for example, 'No Taxation Without Representation' and 'Don't Tread On Me.'"  - Steve Cone, Powerlines, p. 31

I tend to favor Cone's take on the phrase because I personally remember it well. However, I'm a history nerd, and if there is anything I know, it's that my experiences and beliefs may not reflect that of the general public.

A Word of Caution
Ries seems attracted to rhymes, alliteration and repetition, and there is plenty of history, passed down orally over thousands of years because skilled bards used such techniques, that suggests he's onto something.

Any expert worth his salt is an expert for a reason, and we should at least consider his opinion. However, no one should mistake his judgment as infallible, especially if he does not give us the ability to challenge them by boiling them down into testable, easily duplicated principles.

Personally I would like to have seen some statistics that confirm his hypotheses. Maybe I'll see some of that as I get further along into Powerlines.

I'll save you a seat in the front row. I hope you'll join us when we get there. - Cam Beck

Comments

[Gannon Beck]

"[T]he slogan of the American Revolution, 'Don't tread on me,' is mostly forgotten today."

I don't think it's been forgotten at all.

Benjamin Franklin first noticed it painted on the drummers of Marines when he visited them in Philadelphia. It was important to Marines then and it's important to them now. Most Marines, (and sailors, since they used it too) are familiar with it even if some don't know exactly where it came from.

It's also alive in spirit. Nearly all of the unit designs we do somehow communicate the same message as "Don't Tread On Me." The logos we create are used by the units to boost morale and show esprit de corps. "Don't Tread on Me" was probably intended for the same purpose.

If a slogan is meant more for internal consumption (in this case, those willing to fight and make sacrifices for American defense) does it matter if those it wasn't intended for don't remember it?

[Alan Wolk (The Toad Stool)]

As a fellow history nerd, "Don't Tread On Me" is a familiar slogan to me too- if it's fallen out of favor, it's because the word "tread" is too high-falutin' for the average American knucklehead.

But I'd dispute that. I think people do get/remember it. They may not associate it with the Revolution, but they remember it.

"Remember the Maine" is easy enough, but who other than us history nerds know what it refers to?

PS: There's a great PBS series called "Liberty's Kids" about the Revolution- lots of celebs do voice for it-- Walter Cronkite voices Ben Franklin- that you should check out for your kids if you haven't done so already.

[Cam Beck]

Alan - To stay focused, I actually deleted a portion of this post dealing with that same point. We don't say, "Don't tread on me," but we certainly understand the universal sentiment, "Don't f*** with me."

As with the Maine... I agree that most people probably don't remember it, but as a phrase its structure no different than the popular "Remember the Alamo." Why is that?

Could it be that it has nothing to do with the structure of the phrase and everything to do with the story behind it?

[Polar Bear]

It's all about the attitude!

[mvellandi]

So that's where the snake on the cover of Metallica's Black album came from, and a title track. Cool! :)