Why are most slogans and taglines ineffective? Because they’re just words and a mind cannot understand words. A mind can only understand sounds.
Why do most Americans remember the battlecry of the French Revolution (Liberté, égalité, fraternité) when they cannot remember the battlecry of the American Revolution?
Because the sounds of the words “Liberté, égalité, fraternité” rhyme and that’s one of the powerful techniques for creating a memorable slogan. In addition to “rhyme,” there are four other techniques outlined in my new book, Battlecry.
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