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Four Myths About Bank & Credit Union Slogans
Posted By Editor On September 4, 2008 @ 3:01 am In Branding,Featured Articles,Most Popular,Taglines,Tips & How-To | 9 Comments
Here’s a companion to The Financial Brand’s compilation, The Biggest List of Financial Slogans Ever. 
Let’s take a look at the types of financial slogans out there, and four myths people commonly apply when picking a financial slogan.
Reality: While having a short slogan can aid memorability, the majority of financial slogans are 4- or 5-words long.
The most important factor defining a slogan’s greatness seems to be its underlying concept. Does it tell a story? Sometimes, the story you may want to tell will take more than four or five words.
Reality: There are four things a great slogan should be — unique, relevant, credible and memorable. Other than that, there are no rules.
Unfortunately, many slogans fail one or more of these criteria. Some because they use vapid or common terms. Some have a message that doesn’t mean much. And others fail the credibility test because the brand doesn’t live up to the slogan’s promise.
Check out NationalCity . They are a good example of a financial institution delivering on its slogan, “Banking Made Simple.”
For the thousands upon thousands of taglines that have been- and are being used in the financial industry, they all fall into one of a few basic categories:
Many of the most effective slogans share one trait in particular: They have been used consistently for many years.
Reality: “Sounding financial” is a surefire way to blend in.
Here is a visual map of the most common words used in financial slogans:
This visual map was created from the slogans listed in The Biggest List of Financial Slogans Ever. The words that occur most commonly are relatively larger in scale. The most common words are bank, money, people, make, banking, better, life, together, tomorrow, ideas, know, first, get, just, financial, things, etc.
You can almost mashup any two or three words in the cluster and you’re well on your way to making a slogan that sounds financial.
Reality: No you don’t.
Article printed from The Financial Brand: Marketing Insights for Banks & Credit Unions: http://thefinancialbrand.com
URL to article: http://thefinancialbrand.com/1767/guide-to-financial-slogans/
URLs in this post:
 The Biggest List of Financial Slogans Ever.: http://thefinancialbrand.com/taglines/
 NationalCity: https://www.nationalcity.com/
 Image: http://thefinancialbrand.com/wp-content/uploads/2008/08/tagline-tagcloud.gif
 : http://wordle.net/
 : http://thefinancialbrand.com/2008/09/03/financial-slogans/
 : http://tinyurl.com/6jmer6
 : http://www.actonfs.com/blog
 : http://thefinancialbrand.com/1767/guide-to-financial-slogans/
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