1. Should be simple and straight forward
2. Carries some pleasing sales idea
3. Conveys more in a compact form
4. Good slogan finishes the job in 7-8 words
5. So many ideas give rise to one good slogan

Few award winning ad slogans of the last millennium, which have created differentiation in the minds of the consumers

1. 1998 Apple Macintosh Think different.
2. 1990’s Esteem Move Ahead in Luxury.
3. 1988 Nike Just do it.
4. 1983 British Airways The world’s favourite airline.
5. 1980’s Raymond The Complete Man.
6. 1960s Amul The taste of India.