A slogan compresses a brand into a few words. Just Do It. Think Different. Melts in your mouth, not in your hands. These phrases survive because they capture something true about the brand in language people can repeat.

Long-running slogans become assets. They carry recognition even when the logo is absent. Changing one is risky. Audiences bond with familiar phrases and often resist replacements, even when the old line has worn thin internally.

What makes a slogan stick

• Short enough to remember
• Distinctive rhythm or rhyme
• Connected to a real brand benefit
• Flexible enough to support many campaigns

Weak slogans describe. Strong ones provoke a feeling or a promise. The difference shows up in whether people repeat them without being paid to.