The article, 15 Famous Company Catch Phrases That Bit the Dust, identifies recognizable slogans or catchphrases no longer being used by the company that introduced them to the public. It also explains why the change. As an example:
“Finger lickin' good” was used in KFC advertising for decades and entered the public consciousness but, in 2011, the fast food chain decided it was time the slogan kicked the bucket. The phrase's greasy connotations didn't gel with a healthy makeover KFC was undergoing and it was dumped for the virtuous “so good."
The other entries are equally as relatable – read them here.
Dropping or replacing a slogan results from changing times. Leaders must be in tune with these changing times, either by adapting what they have or making preemptive changes in anticipation of how times will soon change.
Evaluate your company’s slogans or catchphrases to determine their true value to the organization. Then make a conscious decision to keep, drop, or replace them.
When you do the evaluation:
1. Consider the messages in all aspects of your business. What are you saying about products, services, and recruiting talent?
2. Look at these slogans through the eyes of your customers. If you haven’t had a focus group for a while, this could be a good opportunity to get their objective feedback.
3. Consider any opportunities you may be missing. Think creatively about what you could be saying if you aren’t already saying it.
4. Have the courage to make the change about what you’re saying or how you’re saying it. Dunkin’ Donuts is a good example. Read this article:
5. If changes are made but they turn out to be wrong, be quick to respond to avoid further damage to your brand.
While you’re at it, take the “keep, drop, or replace” message to other areas of your business. Consider people, positions, products, vendors, customers, markets, and more.
Exceptional leaders embrace change and are constantly thinking about it—not for the sake of change but for continuous improvement and profitable growth.