"Purple Cow: Transform Your Business by Being Remarkable" By: Seth Godin- Post #4

Slogans

When I hear the word "Slogan", I think of a single sentence that a company uses to advertise their product or service. To me, a slogan doesn't mean much and most times I don't even acknowledge what a companies slogan really is. Godin suggests that a slogan can have a huge impact on consumers in conscious and unconscious ways. For example, the jewelry store, Tiffany's, uses the famous blue box as their slogan. The blue box is a constant reminder to the consumer the Tiffany's jewelry is of higher quality and has a stronger element of glam that competing jewelry companies don't have. Most times consumers don't acknowledge that this is true, and yet the iconic blue box of Tiffany's has been present for many decades. 

Godin states that a slogan is simply a script that, “Guarantees that the word of mouth is passed on properly—that the prospect is coming to you for the right reason" (91).  A slogan is for the "sneezers" of the market who will pass on through word-of-mouth knowledge of a new company or service. Godin thinks that marketing is not something that is done to a product, but rather part of the product itself. The product is the marketing, and the marketing is the product. This makes sense when he compares it to simple examples such as the Leaning Tower of Pisa. The slogan of the tower is simple: A leaning tower. It is single handily marketing itself, and it works. The Leaning Tower of Pisa receives millions of tourists every year. Other tourists sights in Rome don't receive nearly the same amount of attention. The fact that the tower advertises itself helps extend its slogan to tourists across the world.