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at best. Don't you prefer to be seen with the genuine one, rather than be seen with others?

6) "When It Absolutely, Positively Has To Be There Overnight" (1982)
Developed by Ally & Gargano in 1982, this slogan is no longer in use by FedEx Corporation but it is still been revered as one of the best. It is certainly a class above the recent "The World on Time", which is vague and ambiguous. The 1982 classic was simply written, easily understood, totally appreciated by anyone desperately trying to rush out a parcel. FedEX set a gold standard in the courier industry which made its competitors play catch up. As a consumer, I sure like the 100%, certainty, guarantee and commitment in that short 9-word sentence, don't you?

7) "Got Milk?" (1993)
Created by Goodby Silverstein & Partners for the California Milk Processor Board in 1993 to push cow's milk sales, "Got Milk?" has evolved to be one of the strongest "brand" in the US advertising history. Not only was the campaign credited with pumping up milk sales nationwide after a 20-year slump, it has turned a simple advertising campaign into an American icon. Do you know there is even an official "Got Milk?" website? Well, wouldn't you like to have two words that capture the deepest essence of your entire business?

A carefully crafted advertising slogan speaks volumes of the product's brand values and promises, successfully. If a logo is a visual short-cut to the brand identity and persona, than the slogan must be the copy short-cut. William Shakespeare said, "When words are scarce, they are seldom spent in vain". It is exactly the same with a powerfully worded advertising slogan.

Learn more about this author, Vivienne Quek.
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