11. Creating a strong slogan

In general, the top five attributes I would recommend for a slogan are that it is: 1) Consequential (rolls of the word THEREFORE), 2) Singular (just one slogan), 3) Contradictory (contradicts something else: “Better than …” “Tougher than …”), 4) Aspirational (reaching for something good), 5) Concise (as always, keep it short).