POWER IN THREES: Crafting impactful slogans

‘Just Do It’, ‘Finger Lickin’ Good’, ‘Taste The Rainbow’, and ‘Get Brexit Done’. I’m sure many of you will instantly recognise the brands or campaigns associated with these slogans. But what do they have in common? 

Just three little words.

Leonardo da Vinci is often credited with the phrase, “Simplicity is the ultimate sophistication”. In public relations, this couldn’t be more true. Crafting a concise message that sticks in the mind is often far more impactful than a lengthy pitch. When constructing a slogan, three well-chosen words can convey a brand’s identity, values, and promise all at once.

The ‘rule of three’ has been recognised as a powerful rhetorical tool since the glory days of ancient Greece. By the Roman Empire, we had even established the saying, ‘omne trium perfectum’ (‘everything that comes in three is perfect’).

But why?

What makes 3-word slogans so effective?

The human brain, evolved to recognise meaningful patterns, responds well to groups of three because they instinctively feel whole and balanced. Perhaps this is because three is the smallest number of units that can be used to create a recognisable shape or pattern, or it is somehow tied to our three-dimensional reality. Additionally, the rhythm of three parts plays a key role in memory retention, explaining why tripartite structures like ‘this, that, and the other’ feel so complete and satisfying.

Brevity is also an advantage. Of course, some brands opt for fewer words in their slogans – notable examples include Apple’s ‘Think Different’, or the iconic (and somewhat suggestive) campaign by the California Milk Processor Board, ‘Got Milk?’ – but on the whole, three seems to be the sweet spot between brevity, originality, and storytelling. Including a third word gives room for uniqueness and narrative, whilst remaining minimalistic, turning a simple phrase into a distinct brand statement.

From theory to practice

The best three-word slogans go beyond simple catch phrases. They evoke emotional core elements that resonate with people—aligning brand values, building intrigue and curiosity, or distilling a company’s philosophy into a concise mantra. Here are some examples from purpose-driven companies: 

Ben & Jerry’s: “Peace, Love & Ice Cream” – Brand Values

Whilst technically more than three words, this slogan simply captures Ben & Jerry’s values of countercultural activism and environmental responsibility, whilst linking it into its core product: ice cream. The words ‘Peace’ and ‘Love’ evoke emotions of the brand’s long-standing commitment to social causes, making it clear that it is not just selling a product, but a philosophy of kindness. 

Why it works: It attracts customers that share these values, and evokes a feeling of buying into an ethical and caring lifestyle, far beyond just sugar and milk.

Oatly: “Wow No Cow” – Storytelling and Intrigue

This Swedish oat milk brand’s playful slogan invites curiosity and engagement. It embraces storytelling as it triggers people to think of what prompted the statement—evoking both the product’s plant-based nature (no cow's milk) and the surprising, perhaps even delightful experience of discovering how good it tastes.

Why it works: The slogan is both informative and has within it an element of surprise. It subtly challenges assumptions of dairy alternatives, drawing people in and prompting them to find out more by trying the product. 

(A notable mention here for the margarine brand ‘I Can’t Believe It’s Not Butter!’, whose much longer name works on similar principles.)

TOMS: “One For One” – Mantra

TOMS original business model was that for every pair of shoes sold, another would be donated to someone in need. “One For One” embodies the idea of reciprocal fairness, echoing the playground logic of a fair trade. In doing so, it taps into the concept of social justice and ethical responsibility, making giving back an integral part of the brand’s DNA.

Why it works: It’s descriptive, emotionally engaging, and addresses the desire for ethical consumerism. By directly linking each consumer act to a tangible positive outcome, it allows customers to embrace TOMS’ ethical mantra with every purchase.

Final thoughts

There are many brilliant slogans that use more or fewer words than three, and as with anything in communications, no rules are absolute. However, there is something undeniably enticing about the rule of three. It capitalises on the way our brains are wired to process and remember information, creating a natural rhythm that makes slogans more memorable and engaging. 

Whilst not every brand needs to stick to three words (or elements) in their slogans, it’s clear that this approach often strikes a good balance between simplicity, clarity, and storytelling. Especially for mission-driven brands that want to bring customers on a journey, a strong and elegant slogan – like the French revolution’s ‘Liberté, Egalité, Fraternité’ – can be a rallying cry for change.

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Photo: Ted McGrath 2016 CC BY-NC-SA 2.0

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