The claim is often equated with the slogan, but there are several key differences between the two. While the slogan is more associated with an individual product, the claim refers to the entire brand or company and is often even integrated into the company logo. As a result, a claim is also considered more long-term and sustainable, as it is typically replaced or renewed less frequently.

This is also underscored by the different origins and meanings of the terms: Claim comes from English and means assertion or demand. It is and remains focused on the long-term strategic positioning of the company. Slogan, on the other hand, comes from Gaelic and refers to a battle cry. It is typically used more temporarily and in relation to specific products or campaigns.

Short answer: Everyone. At least every company benefits from a good claim. But: No claim is better than a bad one. Particularly for mid-sized companies whose company name consists of a family name or even abbreviations, a claim immediately conveys valuable additional information: Who am I and what do I offer. Especially when logo and claim are communicated as a unit, an effective claim provides direct competitive advantages.

The claim influences the entire marketing strategy of the company. It has a connection to the industry and competitive environment, is easy to pronounce and memorable. In short: It works as an earworm. Word plays, alliterations, and rhymes are frequently used because they create positive images in the mind and have a catchy rhythm that is easy to remember. Many successful claims, particularly from the consumer goods sector, can be recited directly in your head. In addition, the claim must fit the company’s own corporate identity, otherwise a contradiction arises between aspiration and reality, which in the worst case produces the opposite effect. Attention yes – but negative. Furthermore, the claim should be timeless, as it should ideally be used for many years. Fashion trends and current developments should therefore be treated with caution. Better timeless, classic, and long-lasting than modern, sexy – and soon burned out.

A claim cannot accomplish everything at once – but it can accomplish a lot. Basically, we distinguish a number of types with which a company can emphasize various aspects of its service portfolio or corporate identity.

Word plays that convey company values through rhymes, alliterations, or even self-irony are popular and particularly memorable due to their linguistic distinctiveness. Their linguistic rhythm is the vehicle directly into the brain. In the best case, this works well, as “Haribo makes children happy – and adults too” or “Milk makes tired men lively” prove. However, particularly with word plays using English terms, attention must be paid to the comprehensibility and clarity of the terms.

First and foremost, the KISS rule applies to claims: “Keep It Short and Simple”. Studies have shown that short-term memory can absorb seven words. This is also the maximum length of a claim. Ideally, these words themselves are short and concise. Often a “good” is better than an “excellent” here. Particularly when using the claim internationally, it is important to use simple and familiar words, i.e., Simple English, to reach the target audience. Caution especially with double negatives. “Nothing is impossible – Toyota” has become established through considerable marketing investment. The identical English version by Adidas “impossible is nothing” is significantly less effective. Particularly for international claims, careful language review is recommended to avoid misunderstandings. In addition to linguistic suitability, the claim should also be reviewed for legal aspects before use. On the one hand, to avoid a similar claim already being in circulation, and on the other hand, to check whether the claim itself is protectable under trademark law.

However, not every claim promises success. If, for example, uniqueness or connection to the company is lacking, it offers no added value. The Quelle claim “We deliver solutions” has no connection to the industry or company and is completely interchangeable. No wonder hardly anyone associated the mail-order company Quelle with this statement.

Linguistic misunderstandings can even occur within the company itself. Siemens introduced the claim “Ingenuity for Life” in 2016. Apart from the difficult pronunciation, many people, including CEO Joe Kaeser, interpret the term “Ingenuity” more as “engineering skill” than as “genius.” But even simple English is no guarantee of being understood by everyone, as the perfumery chain Douglas had to learn when its unspecific slogan “Come in and find out” flopped because hardly anyone could make anything concrete of this statement.

“The train is coming” failed due to the contradiction between aspiration and reality. The image of the unpunctual train had become too firmly established in people’s minds and could not be corrected even by the new claim. A promise alone is therefore not enough if it is not kept. Therefore: No claim is better than a bad claim. Due to its central strategic function, it should be well planned, perfectly executed, and carefully reviewed before deployment.