In branding, “sell the sizzle not steak” motto is prevalent in creating pos phrases. “sizzle” stands for benefit and “steak” stands for feature. It means a pos phrase works when it communicates a brand benefits to clients rather describing its features.
But that is not always the case.
Given that pos phrase is functioned to communicate brand persona and differentiate a brand from others, both “sizzle” and “steak” may help. The point is they are supposed to be creatively crafted and most importantly, they successfully transmit brand points of difference to clients.
Let’s take a look at some “sizzles” and “steaks” and see how they work.
“Every when, every where” – MobileFone
“Now every one can fly” – AirAsia
“Where the best become better” – Apollo English Centre
“Hoc o day. Graduate everywhere” – Language Link
“Say it your way” – Viettel
“Finger lickin’ good” – KFC
“Priceless gift of time” – Thach Bich
“Only soy. Only for you” – Vinasoy
“Bitis – caring your feet” – Bitis
“Green field. Fresh milk” – Moc Chau milk
“Melt in your mouth not in your hands” – M&M
“Always low price. Always” – Walmart
What a common point do these “sizzle” and “steak” have? they all are memorable, unique and more than that, they are potentially create an emotional connection with clients.
That is very true that clients tend to be attracted by brand benefits. On the other hand, their interest in benefits is potentially driven by distintive features of product they buy. M&M candy’s unique feature (the hard candy shell on the outside helps keep the chocolate inside from melting in hands) is also tantamount to benefits that client will have. Similarly, pos phrases for Vinasoy or Moc Chau milk (developed by Richard Moore Associates) are built on these brands’ unique functional features that their competitors do not have. When these pos phrases are created in a good rhyme, they touch clients’ emotion.
You like to hear “sizzle” or eat “steak”? that does not really a matter as long as they make you comfortable and impressive.
Nguyen Duc Son
Brand Strategy Director – Richard Moore Associates
Notes: Richard Moore Associates are the creator of slogans for Apolo English, Language Link, VinaSoy and Moc Chau brands