From mascots to slogans

Exactly: Arsène. And you don’t just know that by accident. Just like you probably can’t read “Mannekes? Ja vader!” without smiling. Or instantly think of Dovy’s “Wij maken uw keuken in België” as soon as Donald Muylle appears.

These slogans and mascots are so deeply entwined with the brand that they’ve become almost as recognisable as the name or the logo itself. But technically, they’re not. Welcome to the world of secondary brand elements.

If a slogan or mascot evolves into a brand element that structurally contributes to recognition and brand association, it’s best not to treat it as something temporary. Scale with it rather than replace it.

Feel like your tagline or mascot is due for an update? Then make sure you remain distinctive and think carefully about the impact on your brand identity.

On the other hand: if you’re building a new brand, avoid confusing a campaign slogan with a tagline or descriptor. What sells in the short term isn’t necessarily what sticks in the long term. A strong brand requires a clear distinction between long- and short-term elements.

Let’s first clarify the terms:

• Tagline
  A tagline is a concise line placed next to or under your logo. Think of Think Different by Apple or Just Do It by Nike. It’s a primary brand element, meant to last. You don’t want to change this every year.
• Descriptor
  This is a functional addition to your brand name to clarify what you do, especially when your name is abstract or invented. At Remarkable, for example, we use: Legal protection for brands.
• Slogan
  A slogan is often campaign-based, more creative, and can theoretically vary per action or season. However: when a slogan hits the mark, it can become an iconic part of your brand identity. And then you don’t just change it. Think of “Steeds verrassend, altijd voordelig” from Kruidvat.

In Belgium, many brands have built long-term value with what seemed like a one-off line or character:

• Dovy Keukens – “Wij maken uw keuken in België” was voiced for years by Donald Muylle himself. His voice became a face, and the slogan became a promise.
• Weba – Arsène Weba doesn’t just rhyme; he now lives in Ghent, Deinze, and Tongeren. And yes, he almost feels real.
• Gamma – “Mannekes? Ja vader!” was long the catchphrase for DIY enthusiasts.
• Carglass – “Carglass herstelt, Carglass vervangt” is sung by practically everyone. The message is translated across Europe and clearly communicates the services.

Even international brands build on these principles. Think of the M&M’s who got a whole family of mascots, or how Lewis Hamilton became the face of RIMOWA. Or George Clooney for Nespresso – “What else?”
What started as a campaign grew into a recognisable brand identity element. What begins as advertising, becomes a brand asset.

Still, we often see slogans or mascots disappear under new marketing teams, mergers, or rebrandings. We recommend not changing things just because it feels like ‘time’. Build on your strong elements and evolve while maintaining recognisability.

Slogans, mascots and commercials often belong to the secondary brand elements. But don’t underestimate their value: they help build brand associations, recognition, and emotional connection. And when done right, they can just as well become primary brand assets.

Our advice? Think strategically from the start.
Want to launch a mascot or write a slogan?
Start by considering where you want it to go.
And maybe, just maybe… your campaign line will one day become inseparable from your brand.