I'M NO DIFFERENT THAN YOU
I grew up in Guadalajara, Mexico, back in the 60s, and I used to watch the same TV shows that the people in the US did. Shows like Mister Ed, I Dream of Jeannie, and Bewitched. Bewitched was one of my favorites; wouldn’t it be fun to have the power that Samantha had, just by twitching your nose? Making things, and people, disappear just by winking? To have your house cleaned magically? Or even better, to have a facelift, boob job, and a butt job, with just a wish!? But that’s not why that program was my favorite. Do you remember her husband? He used to work in an advertisement agency – and THAT’S what fascinates me. He would have meetings with his boss where they would strategize advertising campaigns for their clients. He always declined the help of his good witch wife; he wanted to do things with his own skills and talents. (Let me tell you, if I had somebody who was offering me their magical help I don’t think I would be that ethical.) The husband would think of slogans and ways to make his clients successful. And similarly, I spend my days thinking about slogans that will help make my store successful. And part of doing that is seeing what slogans for other stores stand out to me.
Do you remember Kenneth Cole’s advertisement campaign? (He’s a popular American shoe designer.) I thought it was a brilliant campaign. It was not about shoes per se -- it was about political statements. I was in New York, at Kenneth Cole’s show room, and I was supposed to be working, buying his collection, but I couldn’t focus. All I could look at were his statements and advertisements which hung around the room. He did not focus on the shoes, he focused on making statements that he cared about and believed in, and the shoes came after. For example, he had an ad that read
“We think women should have a choice when it comes to being pregnant.
Barefoot is another story.” – Kenneth Cole
Google says slogans are “a short and striking or memorable phrase used in advertising.” I came up with my own slogan for the shoe store; do you know which one it is? I’m not going to torture you with guessing, it is “Consistently Consistent.” Why did I think that described my store? Because for the last 34 years we have been Consistently Consistent in providing you with good customer service and fashionable, quality shoes. I have another slogan, which says
“So many beautiful pairs of shoes, and only one pair of legs.”
I’ve put together some of my favorite slogans, which have influenced me and my advertising. Let’s see if you can recognize these famous slogans.
“The Best or Nothing.” (Mercedes)
“Just Do It.” (Nike)
“I’m Lovin’ It” (McDonald’s)
“Bet You Can’t Eat Just One!” (Lays)
“The City Different.” (Santa Fe’s slogan)
“Are You With Us?” (T-Mobile)
“The Best A Man Can Get” (Gillette)
“Got Milk?” (California Milk Processing)
“Impossible is Nothing” (Adidas)
“A Diamond is Forever” (DeBeers)
What are some of your favorite slogans and ad campaigns?
Please send me some of your favorites at