The term “slogan”—defined as a “word or phrase that is easy to remember and is used by a group or business to attract attention”—is derived from the Scottish word for a war cry. It’s a pretty fitting etymology, when you think about it. An effective slogan cries out into the marketplace the essence of a business. It becomes entrenched in consumers’ minds, guiding their subconscious thought patterns, perceptions and, hopefully—ultimately—their decision making. It is a perpetual (and free) advertisement. READ MORE AT THE FOUND GEN