1. “Breakfast of champions.” The Wheaties commercial with the bright orange box and the boys chowing down has got to be one of the most successful slogans ever. What other slogan do you know of that’s been made into a book title, a video game, and a movie (starring no less than Bruce Willis).
2. “Just do it.” The Nike swoosh and unforgettable catch phrase singlehandedly rescued the brand from its downward spiral against Reebok to a $9 billion/year behemoth during the ’90s. The trick was getting consumers to believe that the Nike brand was inherently superior to its rivals, by associating Nike with numerous sports heroes.
3. “The ultimate driving machine.” When BMW first adopted this slogan in 1974, they were a little-known German car company that made barely 15,000 cars a year. When the slogan was officially retired in 2005, that number had jumped to more than 250,000 cars produced each year—and the difference in brand perception was even more marked.
4. “A diamond is forever.” According to Wikipedia, the genius behind this slogan for DeBeers Diamond Company was Frances Gerety. By inextricably linking the concept of love with that of purchasing an extremely expensive rock mined from a continent thousands of miles away for the beloved, Frances assured that millions of men would eventually need to purchase at least one of his company’s wares—and sometimes many more than one.
5. “You’re in good hands with Allstate.” A rare example of an effective slogan that contains the company’s name, this one has been with Allstate in one form or another for more than 50 years. There’s something reassuring about the clasped hands and calming voice—fortunately for Allstate, which has been repeatedly accused of “getting out the boxing gloves” when the “good hands” don’t work.
6. “Got milk?” Though this popular slogan has more recently become known for the faces of celebrities and their milk mustaches, the first “Got milk?” commercial was directed by now-famous Michael Bay, and showed a history buff answering a radio station’s trivia question, “Who shot Alexander Hamilton?” Because he didn’t have any milk to wash down the peanut butter…
7. “Reach out and touch someone.” Management at AT&T is likely longing for the 80′s again, when there was virtually no competition to AT&T’s services. This slogan was so good, it made you want to call Aunt Mildred even if you didn’t even have an Aunt Mildred.
8. “Finger-lickin’ good.” Changing the perception that it was just chicken to the idea that it was chicken was so good that you’d lick every last drop made KFC a worldwide brand.
9. “Where’s the beef?” Who can forget that old lady pulling up to the drive-thru and screaming at the hapless clerk in front of her, “Where’s the beef!?!” Perhaps this one appealed to the part of all of us that would love to ask this question at the drive-thru, or just to have the hutzpah the Wendy’s lady did.
10. “Help! I’ve fallen and I can’t get up!” In an example of a slogan gone wrong, the 1989 commercial featuring this phrase touched off a generation of comedic punch lines, while the company running the ad went out of business a year later. It became well-known nonetheless, however.

D. Turner enjoys discussing the elements that affect a student’s decision on what schools to consider for marketing MBA programs.