Good slogans make amazingly strong trademarks. Everybody knows which brands belong to famous slogans like “Just Do It”, “Connecting People”, “Have a break…”, “Let’s Make Things Better” and “Because you’re worth it”.
However, be careful when you’re trying to come up with a new, distinctive, powerful slogan. Although a slogan may sound great the first time, you might want to consider it a second (or a third and forth) time. Or have someone else have a go at it. Maybe your wife, your kids or your mother-in-law? Don’t be afraid to test perspectives other than your own. The outcome may surprise you.
To warn you for the pitfalls of terribly invented slogans, a nice collection of slogan mistakes here.