A great brand slogan has the power to grab attention, evoke emotion, and leave a lasting impression that sticks with your audience.
It can also motivate people to buy whatever you sell. That’s because the superior slogans expose the best parts of your brand and put a spotlight on its value, including how you best the competition.
That’s a lot to pack into so few words.
So here, we’ll break down the essential elements of an award-winning brand slogan, then deconstruct 39 amazing examples to inspire you to create your own.
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What makes a good brand slogan?
A good brand slogan is memorable. Even more, it bolsters your brand identity and makes your products memorable. While this is dependent on your brand and the use of the slogan, there are a few consistent characteristics that make a slogan, well, work.
Here are the characteristics of an effective brand slogan:
- Simplicity: The most memorable slogans are easy to understand, short, and to the point.
- Originality: No one wants a slogan that gets confused with another brand’s messaging. The best slogans stand out from its competitors and feel unique, not generic.
- Emotional appeal: A strong slogan connects with the target audience on an emotional level, inspiring a feeling of resonance or an emotional reaction.
- Brand alignment: Slogans should be clearly connected to your brand, and part of this means ensuring that they reflect your unique value proposition and core message.
- Consistent application: A brand slogan should be useful in many marketing channels, including ads, videos, and event branding.
Now, let’s dive into our list of the best brand slogans and see how they exemplify these characteristics.
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39 top brand slogans (and why they’re so good)
We’ve gathered brand slogans for cars, technology, retail, and so much more. But let’s start with the best of the best: iconic brand slogans that have stood the test of time.
Classic and iconic brand slogans
These slogans have become a part of our cultural heritage. They’re so synonymous with the brands they promote that it’s hard to think of one without the other.
1. Nike: “Just Do It.”
Nike has been using its simple, punchy slogan since 1988. The brand alignment here is exceptional. Nike focuses on athletes—including professional, amateur, and weekend warriors. The brand’s messaging consistently appeals to hard work, determination, and effort. The slogan serves as an underlying call to action because if the focus is hard work, anyone can get started.
2. McDonald’s: “I’m Lovin’ It.”
Did the ba-da-ba-ba play in your head reading that? This slogan originated as a jingle, first performed by Justin Timberlake in 2003, and it has since become a staple in McDonald’s advertising. The first-person statement encourages an emotional connection with the audience that taps into the long-standing chain’s ubiquity.
3. Apple: “Think Different.”
Apple ran its “Think Different” campaign from 1997 to 2002. But this reframing brought Apple from a tech company to an innovator, a core element of the brand to this day. Like Nike’s slogan, this is a command statement. Apple is appealing to its audience to think differently—different from other people and different from before—and aligns this message with historical change makers. It is hard for any aspirational individualist to resist.
4. L’Oréal: “Because You’re Worth It.”
According to L’Oreal, this iconic slogan was “coined in 1971 by Ilon Specht, a young 23-year-old female copywriter at the Manhattan ad agency McCann.” It is a fitting origin story for a line that empowers women with their worth and agency.
5. Burger King: “Have It Your Way.”
Burger King’s iconic slogan began as a jingle in the 1970s. Still, this promise of personalized fast food satisfaction has appeared more recently without musical backing in the fast food giant’s marketing materials. In 2023, Burger King launched “Have-sies,” which included half French fries and half onion rings in a single side portion. Because sometimes having your way means not having to choose.
This iconic (and blurry) ad helped embed Burger King’s “Have it Your Way” slogan into the American consumer’s consciousness.
6. Wheaties: “The Breakfast of Champions.”
Wheaties has been “The Breakfast of Champions” for more than 100 years. The wheat flake cereal launched in the 1920s and began sponsoring minor league baseball, targeting its advertising to athletes and sports enthusiasts. In 1934, Lou Gehrig was the first athlete to appear on the cereal box. Today, Wheaties has had champions from almost every professional sport on its packaging.
7. Coca-Cola: “Open Happiness.”
Here’s another command statement slogan. This time, it’s a simple, positive proposition from Coca-Cola. The iconic soda company launched this campaign in 2009 with the intention of framing having a soda as a shared experience. According to Katie Byrne, the chief marketing officer for Coca-Cola North America at the time, “Central to Open Happiness is the simple notion of enjoying an ice-cold Coca-Cola and taking a small break from the day to connect with others.
8. Pepsi: “For Those Who Think Young.”
Pepsi’s “For Those Who Think Young” slogan is a great example of using an effective emotional appeal. By suggesting this association between youthful energy and drinking this soda, Pepsi is encouraging everyone to identify with its brand—and consume its product. Who doesn’t want to identify as someone who thinks young?
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9. Disney: “The Happiest Place on Earth.”
Disney adopted the slogan “The Happiest Place on Earth” for its first park when it opened in Anaheim, California, in 1955. The slogan stuck and has been used in countless Disney marketing materials, not to mention becoming a part of our collective cultural imagination. The slogan is memorable because of its bold superlative and the implied promise: “You will be happier here than anywhere else.”
10. M&M’s: “Melts in Your Mouth, Not in Your Hands.”
The M&M’s slogan explains how the candy is different from the competition: no messy hands. Plus, it’s a perfect example of how calling out a benefit instead of a feature is always going to be more compelling in your marketing messaging.
11. Bounty: “The Quicker Picker Upper.”
Bounty paper towels adopted the slogan “The Quicker Picker Upper” in 1965, and it’s still prominent in the brand’s marketing materials today. There’s a reason why it’s stuck around. The slogan clearly and directly communicates the value of Bounty, especially compared to its competitors. It’s fast and effective, two crucial qualities in a paper towel. Even more, though, the slogan is catchy and original. “Picker upper” makes the brand seem like a partner in cleaning up rather than a paper good.
Automotive brand slogans
The brand slogan has been a part of automobile marketing since before mass-produced Fords rolled off an assembly line. These examples are some of the most recognizable ever created.
12. BMW: “The Ultimate Driving Machine.”
In 1974, BMW started using the logo “The Ultimate Driving Machine.” Like the M&M slogan, this differentiates the brand from the competition. BMWs aren’t simply cars; they’re meticulously crafted, expertly designed “driving machines.”
13. Mercedes-Benz: “The Best or Nothing.”
Mercedes-Benz began using “The Best or Nothing” in 2010. The slogan does what the brand has always aspired to, setting Mercedes apart as the most luxurious mode of personal transportation available. It also connects with its target market by hinting that they won’t settle for anything less than the absolute best.
14. Toyota: “Let’s Go Places.”
There are two reasons why this works so well. First, Toyota is known for its reliability and innovation. Your car needs to be dependable in order to rely on transportation for commuting or to the store, let alone on long trips. Second, note that inclusion is built into the slogan: Let’s, of course, is a contraction for “Let us.” This subtly but firmly connects the audience and brand.
15. Ford: “Built Ford Tough.”
Founded in 1903, Ford is a company with a significant place in American industrial lore, particularly with its innovative assembly line production. The company adopted the “Built Ford Tough” slogan in 1979.
This slogan captures that brand identity and remains consistent with the company’s history, including the innovation in building. Ford has long been associated with rugged, dependable vehicles—and introducing the category of “Ford tough” makes this clear.
16. Chevrolet: “Like a Rock.”
If you’re paying attention, you’re sensing a theme here. Chevrolet’s “Like a Rock” is an effective brand slogan because it conveys stability and durability, a common theme for automobiles. Plus, aligning the campaign with a popular song helps ensure it’s memorable.
17. Volkswagen: “Drivers Wanted.”
I love this slogan because it appears to be less about the brand and more about the audience. This makes the marketing copy personal and engaging and invites you in. If you’re a driver, then you should have a Volkswagen.
18. Porsche: “There Is No Substitute.”
Porsche is an exclusive luxury brand, and this slogan fits that perfectly. Stating clearly that there is no substitute for a Porsche establishes it as an aspirational brand in a class of its own.
Even better, this slogan suggests that the appeal of a Porsche is timeless. There is no emphasis on growth, innovation, or improvement because the vehicle is already the best. It’s a classic, and it always will be.
19. Lexus: “Experience Amazing.”
Lexus adopted this slogan in 2017, launching the campaign with a Superbowl commercial. It was a fitting high-energy launch for a slogan that evokes movement by inviting customers to “experience” a Lexus. The broad term is purposeful, and it works. The feeling of driving a Lexus, being in a Lexus, riding in a Lexus, listening in a Lexus, navigating in a Lexus—it’s all amazing.
Technology and communication brand slogans
Technology isn’t the easiest thing to sell to the masses. But this group of slogans makes even the most technical products feel relevant to non-techy consumers.
20. Intel: “Intel Inside.”
Intel adopted this slogan in 1991, and it helped establish not only brand awareness but also brand loyalty. Before Intel launched this campaign, most people didn’t think about what processors were in their computers. But this slogan made Intel a recognizable and trusted name, even for consumers who weren’t tech-savvy… or all that interested in becoming so.
21. Microsoft: “Your Potential. Our Passion.”
Microsoft started using this slogan in the early 2000s as personal computers became more common in homes and offices. This capitalizes on that growing access by positioning the Microsoft brand at the center of the experience and suggesting that its computers are the essential tool for figuring out your potential.
Plus, this structure of the slogan effectively communicates the company’s customer focus. Always a great choice.
22. IBM: “Think.”
IBM’s slogan has been the simple directive to “Think” since the 1920s. Here, the simplicity works. It’s a short one-word slogan, but it captures the brand’s commitment to innovation, intelligence, and problem-solving.
23. Verizon: “Can You Hear Me Now? Good.”
Now, when you read this slogan, you might be picturing and hearing the Verizon commercial.
Most people over the age of 20 will see the face in this ad and automatically think, “Can you hear me now.”
At the risk of aging myself, the slogan is so memorable because this exchange happened so often when cell phone service was spottier in the early 2000s and 2010s. For Verizon’s slogan, the answer makes it: “Good.” The caller can always hear you on this reliable, dependable network.
24. Samsung: “Imagine the Possibilities.”
Samsung is an electronics company that makes everything from phones to refrigerators. The company started using the slogan “Imagine the Possibilities” in 2005. Like many other slogans on the list, this is a command statement inviting customers and potential customers to join in. In this case, the word “imagine” encourages people to think beyond the present or the practical and get creative dreaming. The implication is clear: Samsung’s product can help you fulfill those dreams.
25. Sony: “Make. Believe.”
Sony began using “Make Believe” in 2009. Like Samsung’s “Imagine the Possibilities” slogan, this taps into the creativity that technology makes possible.
But Sony’s slogan has some clever wordplay, especially when it’s stylized with the words separated by a dot or appearing one after the other.
The expression “make believe” is a noun phrase that means the act of pretending. When you consider the words individually as commands, the statement is an empowering reminder of the power of creation technology enables and the importance of believing in this power. With this layered meaning, the slogan works well to connect Sony’s technology offerings with its entertainment, including music, movies, and games.
26. LG: “Life’s Good.”
LG’s slogan answers a question about the company name by identifying what the initials stand for: “Life’s Good.” This aligns the brand with positivity and optimism, and it promises that LG appliances and technology fit into this good life, whether they’re making things easier, better, or more convenient.
LG’s motto is also practical because it feeds into so many more marketing campaigns, including social media series, a framework for charitable giving, celebrity endorsements, and customer stories. This helps with the consistent use—which makes a slogan all the more effective.
Retail and apparel brand slogans
This list wouldn’t be complete without some of the most memorable retail brand slogans. These are some of the best.
27. Walmart: “Save Money. Live Better.”
In its slogan, Walmart leans into a key differentiator for the brand: savings. Then, the slogan goes a step further and shares the result of those savings: less stress and more money elsewhere. This makes the appeal emotional and personal—it’s more than saving a few dollars on household goods. It’s about building a better life.
Plus, this has a rhythm that works well. We don’t need to get into the pattern of stressed and unstressed syllables, but this helps make it more memorable. In fact, it’s a very similar rhythm to another slogan on the list—which we’ll talk about now.
28. Target: “Expect More. Pay Less.”
Like Walmart’s, Target’s slogan promises savings, which is a big deal for a store with household goods, groceries, clothing, and other staples of life. But it also promises quality in its products, ensuring the audience that you don’t have to give up the items that you need or the brands that you trust in order to save money.
29. eBay: “Buy It. Sell It. Love It.”
eBay launched in 1995, and the ecommerce marketplace started using the slogan “Buy It. Sell It. Love It.” slogan in 2004 during its first major radio and TV campaign. The slogan hinges on three simple verbs: buy, sell, and love. That makes the slogan action-driven. It also illustrates the ways customers can use the platform, buying, selling, and enjoying the product or the proceeds.
30. Levi’s: “Quality Never Goes Out of Style.”
Levi’s jeans date back to 1873, when the apparel was first designed as a new, durable option for workwear with innovative rivets. From the start, the brand was associated with physical labor, strength, and quality.
The company started using the slogan “Quality never goes out of style” in the 1970s. This highlights the durability and reliability of the company’s products—including work pants, denim, and now so much more. But it also speaks to the other major value consumers look for in a fashion brand: style.
31. The North Face: “Never Stop Exploring.”
When I think of The North Face, I think of ankle-length puffy coats that make leaving the house in the New England winters bearable. But the brand is best known for its performance gear for outdoor activities.
North Face products are synonymous with high-performance gear designed for the outdoors—whether it’s hiking, climbing, skiing, or braving a long walk in the winter. The slogan highlights the real value of the well-designed, high-quality gear: the freedom to explore.
Food and beverage brand slogans
Everybody eats, and food has lots of emotional connotations. So it’s no wonder that these food and beverage brand slogans stick with us for so long.
32. KFC: “Finger Lickin’ Good.”
KFC’s slogan, “Finger Lickin’ Good,” is memorable because it’s so unique and specific that it feels genuine. And supposedly, it is. The slogan was an off-the-cuff description first used in the early days of the chain restaurant in the 1950s.
33. Dunkin’: “America Runs on Dunkin’.”
Dunkin’ was founded as Dunkin’ Donuts in the 1950s, and the brand dropped the Donuts in 2018. But the business had been expanding its offering and identity beyond donuts for years at that point. In 2006, Dunkin’ Donuts adopted the slogan “America Runs on Dunnkin’.”
The slogan positions Dunkin’ as every American’s go-to source for an energy boost, reinforcing the brand’s focus on coffee and quick breakfast options. That includes donuts, for sure, but it also covers so much more than that.
34. Pringles: “Once You Pop, You Can’t Stop.”
Pringles are a quirky snack. They’re not quite chips (based on a 1975 FDA ruling). They’re in tube packaging. They’re weird to eat.
It’s fitting, then, that Pringles has a playful slogan: “Once You Pop, You Can’t Stop.” The phrase suggests that Pringles—potato crisps, technically—are so delicious and satisfying that once you start eating, you won’t want to stop.
Plus, the rhythm of the slogan has a sing-song quality that sticks in people’s minds, reinforcing brand awareness and recall.
35. Red Bull: “Gives You Wings.”
Red Bull first launched the slogan “Gives You Wings” in 1997, and it is still central to energy drink marketing.
The slogan works so well because it’s more than just a statement—it’s an idea that embodies Red Bull’s brand promise. It’s imaginative, active, and perfectly conveys the energy-boosting effect of the product. And this is all in a way that’s hard to forget, especially when paired with related marketing commercials, ads, graphics, and more.
36. Kit-Kat: “Have a Break, Have a Kit-Kat.”
Kit-Kat’s slogan is genius because it connects the candy with a universal experience: a break. It positions the candy as a momentary indulgence, a respite from work, an escape from school. And it encourages customers to purchase a Kit-Kat again and again, each time they’re looking for a little break.
It’s not a surprise that the brand has been using the slogan since 1957.
Financial brand slogans
Finance doesn’t always inspire warm memories and emotions like food does. But these examples prove that the right slogan can make any product feel more relevant and important.
37. MasterCard: “There Are Some Things Money Can’t Buy. For Everything Else, There’s MasterCard.”
Mastercard launched its Priceless campaign in 1997 with this slogan and related commercials, ads, and more. The slogan is compelling because it has such a strong emotional appeal. Reminding people that the most valuable things in life—like love, family, experiences, and memories—are priceless taps into universal human desires. In the second part of the slogan, Mastercard reminds everyone that practicalities don’t have to be hard. This credit card company is here to help.
38. Visa: “It’s Everywhere You Want to Be.”
Visa adopted the slogan “It’s Everywhere You Want to Be” in 1985. The slogan is simple and straightforward, but it conveys a lot about the brand. It reassures customers that the credit card is widely accepted—not only in America but globally. This stresses the card’s reliability, something crucial for a financial institution. At the time, it was also an important differentiator from Visa’s main competitors, like Mastercard and American Express.
Visa recently dropped the “It’s” from its slogan, but the spirit remains the same.
This subtly positions Visa as a necessity, whether you’re using a credit card for travel, shopping, or everyday transactions.
39. American Express: “Don’t Leave Home Without It.”
American Express started using its “Don’t Leave Home Without It” slogan in 1975. It’s a simple statement, and like other iconic slogans, it’s a command. But here, it’s a high-stakes reminder of the risk of leaving home without a dependable way to pay for goods, services, or anything else you might need. This positions American Express as the trustworthy solution and an essential security.
Use these brand slogans for inspiration
We’ve gathered so many examples of brand slogans to give you plenty of inspiration when you’re brainstorming for your company, whether it’s a tagline or your next marketing campaign.
And as you work, remember the five key elements of any effective slogan:
- Simplicity
- Originality
- Emotional appeal
- Consistent application
- Brand alignment
If you’re ready for more copywriting inspiration, check out this guide to writing high-converting emails and these ad copy examples.
