By Kim T. Gordon

Can you complete this phrase: "You're in good hands with -- ?" If you immediately recognized the slogan for Allstate Insurance, that means the millions of dollars and marketing muscle they put behind that slogan are paying off in establishment of their brand name. Now identify the company that uses the slogan, "It's everywhere you want to be." Did you instantly think of Visa, or did you wonder if the slogan might belong to MasterCard?

To win the name game associated with marketing success, prospects and customers must do more than remember hearing your slogan, they have to associate it with your brand name - not your competitor's. To make sure your own company's slogan or tagline hits home, follow these four tips for successful slogan development.

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