A slogan is a brand story, packed in a handful of words.

Linked to the brand name, a slogan gives extra depth to the brand’s positioning. A slogan adds substance to the brand and reinforces the central message.

identity or action

Some slogans encourage action, such as “Rip. Mix. Burn.”, when Apple introduced iTunes. You see such slogans mainly in campaigns.
The other type of slogans tells more about the brand and its character, such as “Ideas that make scents” by PFW Aroma Chemicals.
This type of slogan is closer to the brand identity and is used for a longer period of time. Globrands is the right agency for the latter.


A lot is possible with slogans. Therefore, it is important to create focus before creating and selecting slogans, by formulating the brand’s identity and positioning.