Slogan

Author: Ren Jixiang
Publisher:
Publish Date: 2006-06-01
Features: When it comes to slogans, many people's reaction is "Stop just shouting slogans!" "Sounds better than it is!" "Are you serious?" Various responses, either skeptical or disdainful. Why? Because people have seen and heard too many slogans, realizing that most of them are just empty talk, without considering whether they are true or feasible. Most people, including myself, become annoyed by this. Thus, their attitude towards slogans shifts from annoyance to, and then from to rejection. Slogans, which were once a spiritual weapon to inspire people, unite them, ignite passion, and gain support, have become mere superficialities, just a formality to go through. For a company to make slogans truly valuable and turn them into an enduring weapon for success is not a simple task. How to propose reasonable slogans and how to prevent them from becoming empty talk are all challenging issues. Of course, while thinking for themselves, people can also find inspiration and help from this book. Now, let's first look at an example of a successful use of slogans to understand that a good slogan is not just the words used to create it, but the deep meaning hidden within it and the systems and concrete actions closely linked to the slogan. This book is not just our occasional reflections but the long-term result of our research and practice in management.