“Let’s Read Something Together”
Aslogan says a lot about a company. It tells your story to customers and the outside world, but at the same time it rallies the troops internally, when done well.
A good slogan is like poetry—a catchy effort to pack a lot of information in a few meaningful words. “Just do it.” “Have a Coke and a smile.” And perhaps the most successful of all: “E pluribus unum.”
The issue in your hands features our annual Home Channel News Top 500 Scoreboard, with facts, figures and estimates on the leading retailers in the home channel. In the spirit of truly capturing the market, let’s consider some of the slogans.
They hit a variety of notes:
Ambitious: No. 7 Sherwin-Williams: “Cover the Earth.”
Cost-efficient: No. 1 Home Depot: “More saving. More doing.”
Utilitarian: No. 10 Tractor Supply: “The Stuff You Need Out Here.”
Egalitarian: No. 2 Lowe’s: “Let’s Build Something Together.”
Folksy: No. 198 Zarsky Lumber: “If it’s lumber, dial our number.”
One company that takes its slogans very seriously is No. 21 Northern Tool, which has done a great job over the years building its high-testosterone reputation. Currently, Northern Tool stands by this beauty: “Where warriors prepare for battle!” As I read it again, I fight the urge to crank out another 20 pushups.
The guys in the marketing cubicles next to mine agree that No. 5 Sears has a pretty good slogan: “Life. Well spent.”
One has to admire the simplicity and the power of No. 33 E.C. Barton: “Building Materials Since 1885.” It’s hard to be at that longevity. Unless you’re No. 488 Sanford & Hawley: “Quality Lumber and Building Materials Since 1884.”
It’s unwise to play favorites, but here’s my favorite anyway—No. 24 McCoy’s Building Supply: “Go Build Something.” Not only is it catchy, concise, positive and powerful, it’s written in a cool typewriter font.
No. 369 Chase Lumber of Aurora, Colo., the official employer of my little brother, has a slogan that reads almost like an amalgam of all the other slogans put together: “Dedicated to providing quality building products at competitive prices with outstanding customer service!” Gentlemen, you’ve said it all.
Built into the logo on No. 194 Warner Robins Supply’s Web site is the slogan: “We have your future home in stock.” Nothing wrong with that. But now look at the addendum just below: “Times are tough and so are we. 63 years, 13 locations, 1 big family. Yesterday, Today and Tomorrow.”
Now there’s a slogan to stir men’s blood.
“We used the new one to kick off a promotional campaign,” Mark Bayer, president of the Warner Robins, Ga.-based company, told Home Channel News. “We had log-sawing contests, bumper stickers, banners. We just tried to get people pumped up and let them know things aren’t coming to an end.”
Things are not coming to an end. Not with that slogan.
“We’re still pushing it,” he added.
Here’s some advice if you’re thinking of pushing your own slogan: Just do it.