From Wikipedia ...An effective slogan usually:1. States the main benefits of the product or brand for the potential user or buyer2. Implies a distinction between it and other firms' products - of course, within the usual legal constraints3. Makes a simple, direct, concise, crisp, and apt statement4. Is often witty5. Adopts a distinct "personality" of its own6. Gives a credible impression of a brand or product7. Makes the consumer feel "good"8. Makes the consumer feel a desire or need9. Is hard to forget - it adheres to one's memory (whether one likes it or not), especially if it is accompanied by mnemonoic devices, such as jingles, ditties, pictures or film sequences on televised commercials10. Sounds goodFrom Me...An effective slogan usually:1. Is both timely and timeless2. Is universal -- retains its meaning in other cultures and translates well to other languages3. Is not interchangeable with other companies or products -- a good litmus test is taking the name of the brand out of the slogan and asking, "Could this be any company?"4. Makes you think, but not too hard5. Defines a new reality or way of life6. Inspires action7. Creates a social identity or conveys status8. Delivers the promise of transformation9. Humanizes the brand