The Slogan Wars…. What Does a Company’s Slogan Really Say?

The Slogan Wars…. What Does a Company’s Slogan Really Say?

What a company says about their product or, more importantly, themselves, can be communicated in a whole lotta ways.
It might be in the look and feel they create in their brand, or even in how they behave, like charitable contributions and such.   But there is no more direct way to communicate than the slogan.
Trikke has had a lot of slogans over the years.  Most of the people reading this week’s Trikke Tuesday Newsletter will probably remember several of them.
Let’s see, there was…
Drive Your Fitness Machine“.
Trikke.  It’s Your Move
Here’s an oldie…  “Trikke  …Rock & Roll !
And one of my personal favorites from my own Trikke sensei, John Simpson….
 “Drives like a sports car.  Folds like an umbrella.  Smart.”  
It captures exactly how I feel about that elekktric machine.  And, therefore, the company that makes them.
You probably have your own personal favorite.  It may be whatever was on deck at the time you got into Trikke.  Maybe it helped motivate you.  Or, maybe you’re just reading some of these for the first time.
Either way, a slogan is intended to resonate with both, a company’s current customers, and their future customers.  Whoever that is.  (…and unless they’re spending a lot of dollars to hire some consulting firm, it’s the company’s job to figure that out too.)   
For now, I’m just going to talk about one of them because I think it best defines the Trikke experience.  It also happens to explain why we’re still here.
“It’s Your Move.”   
We all talked long and hard about this one. There were several others on the table, each having their upsides / downsides.
This one was not very promotional. More thought provoking really.
It’s a bit simplistic.   But that can be a good thing.
But the kicker was, it was also a C.T.A., a “call to action”.  Please do this now.
Let’s face it, when it comes to Trikke, from the moment you make your buying decision, there are still many calls to action left to come.
When it comes to the body powered motion, for example.  You don’t have to practice.  You really don’t.   But you’ll also never have the joy of competency and the confidence that only comes from making it a practice.  It’s your move.
Your elekktric takes little effort to ride, or you can choose to get deeper into it and “pon-e” up some body powered effort.  It’s your move.
You don’t have to invest your money or your time in this machine that can truly be trans-formative to both, you and your lifestyle.  It’s your move.
But if you do, it actually will be trans-formative.  …and you will benefit.  …please do this now. …and please do it for you.
That’s a pretty good call to action.
When it comes to my involvement, my efforts, even what I’m passionate about in the Trikke world, it is really all about that.  Helping people make their move.
As I said, it explains why we’re still here.  I’ve watched people’s eyes light up enough times – I mean truly light up – that it continues to inspire me and make me want to pay it forward.  Cause I felt the same thing. And I continue to feel it.
As with anything, the more comfortable you get, “Ah ha” moments become fewer and farther between.  But they are there.   Invest the time.  Go get them.
We haven’t had the easiest time introducing people to an entirely new way to move.   It’s hard.  Even something you think might be simple, like communicating your brand, your vision, – what you’re trying to do…  It’s hard.
So, whether you’re just now considering taking the plunge and buying the dang thing,  or you’re considering truly making it a part of your life & lifestyle,
or – like myself, and many others out there – you are deciding to “promote the product”, and help build a company…  the old adage remains true.
When something is harder to come by, when you have to work for it, it can also make it all the more valuable.
Either way.  It’s your move.

Fred Welch
Dir. Trikke Academy / National Trainer Program
Dir. Urban Mobility Initiative
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