来源：《哈佛商业评论》2024年1月2月双月刊
Slogans are integral to a brand’s identity, and firms spend untold sums creating and communicating them. Yet advice on how to craft a winning one is scant, apart from holistic, fuzzy suggestions (“be creative”; “capture the soul of the brand”). A new study homes in on the linguistic properties that cause people either to like or to remember a slogan—and shows why it’s hard to come up with one that does both.