Do Slogans, Taglines and Catchphrases Still Work in Business Today?

In this episode of Paradelta Strategy, we tackle a question many business owners are asking in today’s fast-moving, digital-first world: do slogans, taglines and catchphrases still work, or have they become outdated?

Host Ron Fiedler, from the Podcast City Business and Lifestyle Network, is joined by resident fortnightly expert and co-host Dr Tony Aitchison from Paradelta Strategy to unpack the strategic value behind these powerful branding tools.

Together, they explore why some slogans stay with us for decades while others disappear almost overnight.

From iconic Australian examples such as “Not Happy Jan” and “Which Bank?”, to global brand statements like Nike’s “Just Do It” and McDonald’s “I’m Lovin’ It”, Ron and Dr Tony explain what makes a slogan memorable, effective and timeless. They discuss how the best slogans work at a subconscious level, telling a story about the brand without feeling forced or overly sales-driven.

The conversation also dives into whether slogans are still relevant in an era dominated by social media, short attention spans and constant content. Dr Tony explains that slogans absolutely still matter, but how they are delivered has changed.

Audio and visual storytelling now play a far greater role than printed words alone, particularly through video, radio, and digital platforms.

Listeners will gain practical insight into the rules behind creating an effective slogan or tagline.

These include understanding your target audience, keeping the message short and simple, aiming for four to five words, avoiding trends that quickly date, and ensuring cultural relevance when operating across different markets.

Dr Tony also highlights the importance of research, testing ideas through focus groups, and being cautious of slogans that are too similar to competitors.

The episode also explores the risks of poor branding decisions, including confusion in the marketplace, loss of brand equity, and the dangers of copying or imitating existing campaigns.

Ron and Dr Tony discuss trademark considerations, influencer risks, and why authenticity and social proof matter more than ever.

As the final Paradelta Strategy episode for 2025, Ron and Dr Tony take a moment to reflect on the year and thank listeners for their continued support.

They encourage business owners to use the end-of-year period to review what has worked, what has not, and how strategic branding decisions can support growth in 2026 and beyond.

If you are considering developing or refining a slogan, tagline or catchphrase for your business, or if you would like expert guidance on brand positioning and strategy, you can contact Dr Tony Aitchison at Paradelta Strategy by

visiting www.paradeltastrategy.com.au,

emailing [e-mail], or calling 0408 697 626.

Paradelta Strategy is produced by the Podcast City Business & Lifestyle Network and is designed to help business owners, professionals, entrepreneurs and leaders make smarter decisions for long-term success.

If you enjoyed this episode, please like, subscribe and share it with anyone who could benefit from clearer branding and stronger business strategy. We look forward to welcoming you back in 2026 with more conversations, insights and practical strategies to help your business grow.