An expert copywriter explains the secret behind iconic slogans

Advertising copywriter Carla González analyzes iconic slogans and explains why they do and don’t work

Creating slogans is a vital part of any copywriter’s work. They have to be easy to remember, interesting and must sum up a brand in a few words. If a slogan successfully captures significant attention, it can go down in history and become part of our cultural imagination and even our language.

Carla González (@carlagoon) is an advertising editor who has worked for brands like IKEA, BMW, Vueling, Banco Sabadell and Casio. Here she reacts to legendary advertising slogans ranging from L’Oreal’s “Because I’m Worth It” to “Be Stupid” by Diesel, and explains why she thinks they worked, as well as their strengths (and weaknesses).

Find out what she thinks in this video:

To apply Carla Gonzalez’s expertise to your own copywriting, discover her online course: Copywriting: Define the Tone of Your Personal Brand.

You may be interested in:
- Creative Copywriting for Entrepreneurs, a Christian Caldwell course.
- Naming: The Art of Name Creation, a course by Xavier Grau Castelló.
- Audiovisual Storytelling for Social Media, a Josune Imízcoz course.

English version by @studiogaunt