Brand slogans need to be clear and creative | WARC | The Feed
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Brand slogans need to be clear and creative
Using a jingle in a slogan can be detrimental to brand identity and recall, according to new research.
A study in the Journal of Advertising Research examined whether clarity, creativity, jingle and rhyme lead to stronger brand identity alignment. It found that jingles had a “significant and negative” effect on how well it aligns with consumers’ brand perceptions. Clear messages, delivered creatively, had the opposite effect.
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