Business Slogan 40: For Everything Else, There’s MasterCard
A carefully crafted business slogan speaks volumes of its brand values and promises, successfully.
The full version of this slogan is actually quite long: “There are some things money can’t buy. For everything else, there’s MasterCard.”
Check out this commercial, which is one of MasterCard’s “Priceless” series:
This is an example of a really effective slogan, not just because it’s simply worded, easy to remember and the brand is actually mentioned within the line. This slogan happens to be the kind that touches the core of your heart, making you feel a little sentimental for a while. After you wave off those “silly sentimental thoughts”, you are glad to have that little piece of plastic to take care of everything else with a single swipe. Surprisingly, this MasterCard slogan did not make it to the Advertising Slogan Hall of Fame. The Hall of Fame, launched in 2000, was organized by a panel of experts who identifies the best and most effective slogans.
I’m also surprised at MasterCard’s choice of new corporate logo and a new slogan, “The Heart of Commerce” in 2006. Sure, payments are indeed at the very heart of commerce. In fact, these few words were also used by it’s arch rival, VISA, in its online brochure. In short, the new slogan says “MasterCard is payments”. I don’t know about you but this new slogan doesn’t go down well with me. Wonder if MasterCard will emulate Burger King who abandoned it’s 1976 slogan, Have It Your Way, and then had it resurrected after some 30-odd years.
Check out more slogans filed under “Famous Business Slogans” category. Learn from these world renowned establishments and see how you can create your own personal or corporate persona. Alternatively, I’m just an email away.
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7 Famous Slogans of 20th Century
[tags]slogan, business slogan, company slogan, corporate slogan, famous slogan, popular slogan, advertising slogan, brand value, branding, brand, meaning behind MasterCard slogan, For Everything Else, there’s MasterCard[/tags]
6 Replies to “Business Slogan 40: For Everything Else, There’s MasterCard”
Hi Vivienne!
Wish you a Happy New Year 2008!
May your effots bear rich fruits and bring you laurels all the way!
This post is also real gooood. Thanks for the information about the Master Card brand evolution.
With Best wishes for the bright year ahead!
Solomon
I agree with you Vivienne that MasterCard’s new slogan “The Heart of Commerce” wasn’t the best choice. It just doesn’t sound catchy or original to me for a credit card. I do love the “For everything else, there’s Mastercard” slogan though. Like you said, it has the brand in the slogan, plus it’s short, simple, and sweet. And who doesn’t love a commercial with an elephant walking around in a grocery store? :D
Hi, Mike
Thanks for your visit. It’s kind of strange when marketers are giving up stuff that works. Many times, marketers are guilty of getting sick of their own marcom stuff much faster than their target audience.
You’re right Vivienne, I think MasterCard (and other companies) changed only because they, themselves, wanted to change. The public was very happy with the MasterCard ads and they were by far the most clever among the credit card companies. One way I measure success of a commercial is how many spoofs are made of it… and I think more spoofs of the Mastercard commercials have been made than any campaign in the last decade or two.
Some of the spoofs at YouTube were really funny. You definitely can consider such spoofs as an endorsement of MasterCard’s “Priceless” tvc series.