01-07-2009 - A Good Slogan is Money in the Bank MEMPHIS, TN (WKNO) - There aren't very many good brand names out there, and there are very few great ones. Some adverting gurus say slogans don't mean much to customers. I think they do. A great slogan can capture top-of-mind awareness for a secondary brand in the category. Just remember, the shorter the better, and it's not great if it doesn't include your brand name.

John Malmo is chairman emeritus of Archer/Malmo Advertising and an independent marketing consultant. To reach Mr. Malmo - or to buy a copy of his book When on the Mountain There is no Tiger, Monkey Is King - go to johnmalmo.com. © Copyright 2009, WKNO