Comments on: “More than just…” slogans http://www.fronmark.com/2008/12/07/more-than-just-slogans/ Web + Tech + Startups + Finance Tue, 07 Feb 2012 09:36:24 +0000 http://wordpress.org/?v=2.6.1 By: Martin Frönmark http://www.fronmark.com/2008/12/07/more-than-just-slogans/#comment-78 Martin Frönmark Wed, 10 Dec 2008 17:08:18 +0000 http://www.fronmark.com/?p=123#comment-78 I totally agree with what you're saying. Good stuff. I totally agree with what you’re saying. Good stuff.

]]> By: Marc-André http://www.fronmark.com/2008/12/07/more-than-just-slogans/#comment-77 Marc-André Wed, 10 Dec 2008 15:30:58 +0000 http://www.fronmark.com/?p=123#comment-77 Let's face it. The big majority of "more than just" slogan suck because they rarely mean what they are claiming. The company just thinks it can convince people by just saying it. Moreover, it can hardly achieve any decent positioning because so many crappy companies use it as well - what a lack of creativity (why not use "the best in the world", "the client is at the center of our activites" or "best quality at a competitive/affordable price" while we are at it?). Now, they are a few cases where it can actually be used, as statement to introduce or conclude the actual proof BUT not as a slogan. Good example: Rio Tinto Alcan, an aluminum company. <object width="425" height="344"><param name="movie" value="http://www.youtube.com/v/AanBcqMaro4&hl=sv&fs=1"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube.com/v/AanBcqMaro4&hl=sv&fs=1" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="425" height="344"></embed></object> It is used to explain that it is doing more than aluminum by investing in the community. It's not their slogan. Let’s face it. The big majority of “more than just” slogan suck because they rarely mean what they are claiming. The company just thinks it can convince people by just saying it. Moreover, it can hardly achieve any decent positioning because so many crappy companies use it as well - what a lack of creativity (why not use “the best in the world”, “the client is at the center of our activites” or “best quality at a competitive/affordable price” while we are at it?).

Now, they are a few cases where it can actually be used, as statement to introduce or conclude the actual proof BUT not as a slogan.

Good example: Rio Tinto Alcan, an aluminum company.

It is used to explain that it is doing more than aluminum by investing in the community. It’s not their slogan.

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