A slogan is a powerful branding device that can capture the minds of consumers and help them associate you with the products they need. The ideal slogan is catchy, intelligent and easy to remember.

It is probably a non-issue that a slogan can advance the marketing and advertising efforts of your business. Yet, a slogan is one of those vague advertising concepts that can have different purposes.

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Reading the “Chicago Not in Chicago” slogan for the first time, I didn’t get it. The phrase appeared cryptic. To understand it, I had to read the Tribune for an explanation. That appears to be a major ...