What turns a phrase into a slogan? In all honesty, it’s magic. Developing corporate slogans and naming products and companies is the most mysterious and gratifying work we do. It’s a great feeling to see your words appearing on billboards all over the world. While at Hakuhodo, Tom Boatman had the pleasure of developing corporate slogans for global corporations such as Honda and NEC and participating in endless car-naming sessions. However, sometimes sloganeers have to remain anonymous, and more often than not, the best names don’t make the final cut. Thus, the samples presented here are just a tiny taste of what we have accomplished. And we still have a lot of magic left in our wands.
