{"id":37,"date":"2011-11-17T15:41:29","date_gmt":"2011-11-17T22:41:29","guid":{"rendered":"https:\/\/blogs.ubc.ca\/maxwellma\/?p=37"},"modified":"2011-11-24T09:22:38","modified_gmt":"2011-11-24T16:22:38","slug":"slogan-power","status":"publish","type":"post","link":"https:\/\/blogs.ubc.ca\/maxwellma\/2011\/11\/17\/slogan-power\/","title":{"rendered":"Slogan Power"},"content":{"rendered":"<p style=\"text-align: center;\">\u00a0<a href=\"http:\/\/www.lorealparis.ca\/_en\/_ca\/home\/index.aspx\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-60\" title=\"logo_loreal\" src=\"https:\/\/blogs.ubc.ca\/maxwellma\/files\/2011\/11\/logo_loreal1.gif\" alt=\"\" width=\"219\" height=\"105\" \/><\/a><\/p>\n<p style=\"text-align: left;\">A slogan is an integral part to a company\u2019s image. Creating a timeless and memorable slogan is a challenge for most firms, but \u00a0L&#8217;Or\u00e9al Paris\u2019 famous \u201cBecause you\u2019re worth it\u201d has been the brand\u2019s sole tag-line for the past forty years. The slogan empowered woman and promoted feminism within society. However, with a change in time, it is essential for brands to remain relevant. They must adapt to changes in tastes and opinions in mainstream society. So is L\u2019Or\u00e9al Paris&#8217; slogan due for a renewal? Will a change in slogan indirectly affect sales?<\/p>\n<p>This <a href=\"http:\/\/online.wsj.com\/article\/SB10001424052970204323904577037720293895982.html\">article<\/a>\u00a0discusses L\u2019Or\u00e9al Paris&#8217; strategy to appeal to a contemporary society which adopts a much shorter attention span as \u201cconsumers zap through unwanted commercials\u201d. Cyril Chapuy, the CEO of L\u2019Or\u00e9al Paris, argues that the slogan will remain relevant as it is universal and applies to all emerging markets. L\u2019Or\u00e9al\u2019s original slogan \u201cBecause I\u2019m worth it\u201d was changed to \u201cBecause You\u2019re Worth it\u201d in 1997 and has since been changed to \u201cBecause We\u2019re Worth it\u201d 18 months ago. It is interesting to note that even the slightest changes in pronouns may affect the consumer\u2019s ultimate decision.<\/p>\n<p>As a rationale consumer, do you think small changes in slogan really affect our purchasing decisions?<\/p>\n<p>Watch L&#8217;Oreal Paris&#8217; 40th anniversary video<\/p>\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=-u6sbsHI8p8\">https:\/\/www.youtube.com\/watch?v=-u6sbsHI8p8<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00a0 A slogan is an integral part to a company\u2019s image. Creating a timeless and memorable slogan is a challenge for most firms, but \u00a0L&#8217;Or\u00e9al Paris\u2019 famous \u201cBecause you\u2019re worth it\u201d has been the brand\u2019s sole tag-line for the past &hellip; <a href=\"https:\/\/blogs.ubc.ca\/maxwellma\/2011\/11\/17\/slogan-power\/\">Continue reading <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":8203,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-37","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/blogs.ubc.ca\/maxwellma\/wp-json\/wp\/v2\/posts\/37","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.ubc.ca\/maxwellma\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.ubc.ca\/maxwellma\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/maxwellma\/wp-json\/wp\/v2\/users\/8203"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/maxwellma\/wp-json\/wp\/v2\/comments?post=37"}],"version-history":[{"count":10,"href":"https:\/\/blogs.ubc.ca\/maxwellma\/wp-json\/wp\/v2\/posts\/37\/revisions"}],"predecessor-version":[{"id":64,"href":"https:\/\/blogs.ubc.ca\/maxwellma\/wp-json\/wp\/v2\/posts\/37\/revisions\/64"}],"wp:attachment":[{"href":"https:\/\/blogs.ubc.ca\/maxwellma\/wp-json\/wp\/v2\/media?parent=37"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/maxwellma\/wp-json\/wp\/v2\/categories?post=37"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/maxwellma\/wp-json\/wp\/v2\/tags?post=37"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}