Brand mantras

Creating a brand mantra is essential to summarize the positioning of a brand. Being designed for internal purposes, brand mantras are not communicated to the external audience therefore the following mantras are simple propositions.

First, let’s remind ourselves of Swatch & Ice-Watch’s external taglines:

·               Swatch: “Time is what you make of it.”

·               Ice-watch: “Change. You can.”

As for their mantras: 

	Brand functions	Descriptive modifier	Emotional modifier
SWATCH	Quality	Swiss-made	Authenticity
ICE-WATCH	Design	Colorful	Trendiness

Sources:

http://www.textart.ru/database/slogan/watch-advertising-slogans.html 

http://www.gemme-fashion.com/art,2297,ice-watch-une-montre-qui-fait-fondre-la-glace.html

By Mouna S.