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Kmart changes slogan again
For the third time in 3 years, Kmart is changing its slogan. This time they are changing the logo too.Why?
I think its a mistake. But instead of writing my opinions on this, I thought of quoting copywriter John Kuraoka who wrote it best:
The thing that really gives a slogan power isn’t what it says, but how long it says it. You can’t drive sales or branding through a slogan, but, over time, you can embed a slogan into customer’s perceptions of the brand if it affirms a positive brand experience. When slogans change every year or so, all it does is increase customer confusion.
Kmart is just confusing customers. Don't be like Kmart. Pickup a slogan and stick to it.
Email Post to a friendPosted on 7/23/2004 | Permalink | |
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