I was in my car and the van in front caught my attention as I was waiting for the lights to turn green. Unlike “Indian Weddings“, there is no photo this time. There are two reasons for this:
- I argue that this is not such a great catchphrase, but I do not want to publically criticise the company.
- I was in my car and for once the traffic lights were not stuck on red for ages.
What could be wrong with this catchphrase? Well quite a few things:
- It is “catchy” if you excuse the pun, but what sticks in your mind? The answer is “drop the ball”. That is a negative. Your subconscious mind associates the company with a negative: “drop the ball”.
- Not everyone is a sports fan who instantly understands what this means: we won’t let you down. This is also a negative.
- The catchphrase does not have any association with the products or services offered by this company.
So what should you do?
- Accentuate the positive. “You can rely on us” would be better.
- Have some association with what you actually do! “Carters, your building partner” is an example of this.
- Be distinctive without being offensive or too smart.
- Be clear about your target market (demographic and psychographic) and consider both the company and the people you need to influence.
- Test your catchphrase to see how memorable it is and whether it sends the signals you would like to convey.