I read this hilarious post on Asbury and Asbury’s blog today which outlines some fictitious client tweaks to the 20 best loved slogans of our time, as documented in Creative Review.  This list was generated on twitter via the hashtage #clienttweaks.  It’s a perfect illustration of how seemingly inocuous feedback, however well intentioned, can totally undermine the impact of the original strapline.  Brilliant.

1. Beanz Meanz Heinz
Nice – just a couple of typos:
Beans Mean Heinz

2. Just Do It
Love the sentiment, but it’s a bit abrupt – can we make it more of an invitation?
Feel Free To Do It

3. Does Exactly What It Says On The Tin
Not all our products are in tins, and we need to emphasise how we add value:
Does Exactly What It Says On The Packaging – And More

4. Make Love Not War
Can we cover ourselves by adding in a message about safe sex? Something like:
Use A Condom, Not A Cannon
(Needs work)

5. Every Little Helps
Sounds small-time – please amend to:
Every Massive Saving Helps

6. Have A Break. Have A Kit Kat.
Let’s not confine ourselves to breaks – we need to occupy the entire snack territory:
Have A Kit Kat Any Time, Anywhere.

7. Vorsprung Durch Technik
Love it – this will be ideal for our German market.
Please let us know the English version.

8. Think Different
Pretty sure this should be an adverb:
Think Differently

9. It is. Are you?
Definitely use this, but need to tweak it as we’re not independently owned any more:
It is, in spirit. Are you?

10. It’s Finger Lickin’ Good
Nice – just missing the ‘g’:
It’s Finger Licking Good

11. Say It With Flowers
Too generic – need to own it:
Say It With Our Flowers

12. Keep Calm And Carry On
Please change to:
Keep Calm Going Forward

13. It’s The Real Thing
Please change to:
It’s The Genuine Article

14. You Either Love It Or Hate It
Love the opening – rest seems a bit negative. Please change to:
You’ll Love It!

15. Because I’m Worth It
Love this. Any suggestions for making it more exploitative would be great.

16. Snap! Crackle! Pop!
Nice three-part structure, but can we get more selling points into it? Something like:
Taste! Nutrients! Value!
… not quite the same ring to it yet, but I’m not the writer.

17. Never Knowingly Undersold
Love the simplicity, but legal have asked if we can tone down the ‘never’:
Infrequently Knowingly Undersold

18. Liberté, Egalité, Fraternité
Très bien. Fraternité est un petit peu sexiste, n’est-ce pas? Tant mieux!

19. Refreshes The Parts Other Beers Cannot Reach
Like it, but the url and Twitter handle will be a problem. Can we go with:
Refresh Yo’ Head

20. No One Likes Us, We Don’t Care
Really brave. Can we try flipping it round to emphasise the positive? Something like:
Everyone Likes Us, Because We Care

Otherwise, all good to go.

Brand strategy terminology explained in plain English

Do you ever get your Brand Essence mixed up with your Brand Promise? Or maybe confuse your Brand’s Positioning Statement with its Brand Value Proposition?

Me neither!

But I have to say I thought this explanation on the Branding Blog articulates the subtle nuances of each term very well. Worth reading even if you just want a simple refresher 😉