Words of Art

Remember those short but catchy product slogans that hit the nail on the head? They used to compete for attention in newspapers and magazines but are now so few and far between, as if taking the lead from the print media’s scaled-down pages.

Sparked by a moment of inspiration or months of research, a company’s brand slogan is a copywriting masterpiece. It excites, persuades and moves us so deeply that the original form and function is sometimes forgotten.

A leading sports brand’s “Just Do It”, cosmetics company’s “Live Boldly” and car manufacturing conglomerate’s “For Life” do not mince words. Simple yet engaging, their slogans evoke not only adventure, but individualism and empowerment.?

A motor group’s famous “Go Further” is succinct in stating the company’s commitment to innovation as much as the intended physical use of its vehicles. A beverage company’s popular “It’s the Real Thing” highlighting the original and the natural also made a strong and lasting impression, quenching the global market’s rising demand.

Creative advertising is truly a work of art that shapes opinions, inspires change and influences action. Behind the talent is a unique perspective that not only adds colour to an otherwise plain product but shapes the course of the entire company.?

Fast forward, enter social media.?

Today, a brand’s reputation is in the hands of consumers more than ever, viraling their reviews far and wide.

According to data, 92 per cent of consumers say they trust social media’s word-of-mouth recommendations from friends and family more than advertising. Online shoppers read and trust the reviews. Seventy-seven per cent rely on honest reviews to back their decision to spend money. Seventy-one per cent of Facebook users are more likely to trust a product recommendation on Facebook than any other social network.

Then we have the revolutionary artificial intelligence (AI) and its peers that are here to simplify complex processes.

Slogan generators, for example, help businesses come up with the best ideas as they propose catchy taglines. Simply enter a word or two that represents your business, click on a button, and wait for the system to roll out more than a thousand slogan ideas in less than a minute for free!?

The list of slogans is quite impressive too. All you have to do is pick an impactful one that best describes your product.?

The only thing missing is the human factor.

Granted that AI is a technology wonder, it remains a digital tool that acts on human intelligence and is as good as what we feed it. But it should be a tool that amplifies OUR creativity and ingenuity. We empower the tool with our precision and potential as we elevate a product’s form and function into something unique and relevant.

We, too, have a list of engaging taglines up our sleeves. But ours is the empathising kind that speaks to our audience and touches them. The kind that not only captures the essence of a brand but resonates with real human values.

Our creative expression is strongly backed by a deep understanding of nuances and a natural way with words. Taking the helm is certainly still the best way forward, as we continue to elevate and integrate with AI in creating striking words of art.