Mean what you say, and say what you mean - Brief Article

Discount Store News, Sept 6, 1999 by Tony Lisanti

Everybody loves a good tag line or slogan or so it seems. Almost every company has some clever collection of words, sometimes put to a catchy melody, that is intended to describe the company's strategy and communicate it to consumers. And I bet every reader is already thinking of one or humming a familiar phrase.

Regardless of how clever, cutesy or catchy that slogan is, it also has to deliver what it promises. It has to satisfy the customer in order to enhance the brand franchise.

A slogan tells you a lot about a company, and maybe in some instances, more than the company wants you to know. For example, if you're touting price, you better deliver because the customer will know immediately if you are living up to your claim.

Some slogans are meaningful, while others are ambiguous. Some are clear, others are confusing. And some have had a long existence, while others are short-lived.

One of the most notable slogans in retailing during the mid-1990s and a classic example of "slogan strategy" has been "The Softer Side of Sears."

For many retail observers, this tag line has been synonymous with the turnaround of the nation's second largest retail company and the vision of its president and ceo Arthur Martinez. To others it marks the failure of Sears to live up to customer's expectations of the "softer side."

Millions of customers were attracted to Sears as a result of the well-executed campaign that also gradually exposed the weaknesses of Sears' softer side. As successful as the retailer was in changing the mind-set of its core customer base, it also struggled to maintain the momentum. Perhaps the "softer side" evolved into the tired side.

As a result, Sears is coining a new slogan--"The Good Life at a Great Price. Guaranteed." The strategy is to leverage the retailer's brands and promote value and differentiation.

Consider the following slogans of some the nation's other top retailers and at the same time consider the following questions: Does it identify a company strength? Does it satisfy customer expectations? Does it deliver a message?

Wards: "You Can't Shop Smarter Than Wards."

Wal-Mart: "Our People Make the Difference."

Target: "Expect More. Pay Less."

Kohl's: "That's More Like It."

Ames: "Bargains by the Bagful."

CompUSA: "America's Largest Computer Superstore."

ShopKo: "Your Lifestyle. Your Pricestyle."

Fred Meyer: "A Unique Retail Concept."

Best Buy: "Now That's a Great Idea."

Bradlees: "Savings on the Good Stuff."

Michaels: 'The Arts and Crafts Store."

Confucius say: "One good slogan is worth a million happy customers!"