Corporate slogans are very much in fashion, but as Seth Godin points out they’re usually meaningless and generally ignored. Seth thinks corporate slogans simply show the company’s size:
It’s a signal, a sign that the company is big, that it’s able to waste time dreaming this stuff up and waste money yelling about it.
This is all very well, but I’d like to think that great slogans can do much more. One of my favourite is “Building brands, one story at a time” which is a great description of what HB, an agency in the USA with whom we have partnered several times, actually does for clients. Perhaps it’s time for the Napier creative team to start work on our new corporate slogan?