If you like playing with words then creating brands is a lot of fun. Regarding branding, the book Killer Brands by Frank Lane is well worth a look.
The word slogan derives from a battle cry of a Scottish clan. That is something to pay attention to ! The creation of a great slogan, like a great single malt whiskey, is shrouded in mystery. But you know it when you hear it (or taste it).
The first slogan that popped up for HiLO Lens was “Grab the moment – not the attention”. The negation in the second half of the phrase is perhaps not a good idea.
Another angle is to focus on the simplicity. For me “1-2-3″ is nice and simple. Which led to “stick, snap, send” again focusing on what the owner might do with HiLO Lens.
Yet another angle presents the results of using HiLO Lens “creative candid camera” it also plays on the hard C sound. Some early feedback suggested that “candid” is closely connected to voyeuristic in the minds of many people. So I prefer to avoid that word. There are far more discrete ways to take secret photos than using a phone camera and we aren’t encouraging that.
HiLO Lens is great for Street Photography, a few days later I was thinking about older cameras, initially used for Street Photography, where the viewfinder required looking down so the camera was positioned at the hip. This led to “Shoot from the hip” But Goran (one of our advisors) explained how the word “hip” has been over used (abused) so I steered away.
Another idea linked to the functionality is “right angle lens”, “right” can also mean correct, which leads us to “the right angle”. Not bad.
I let this sit for a couple of months and came back to it. In the meantime I’d rediscovered a good marketing book “Guerilla Marketing Excellence” by Jay Levinson, excellent if you need to do a lot with a little. Jay suggests words that are powerful for engaging customers (page 121). Taking on board that advice led to “Discover a new angle”
I like this slogan because it is a plays on the right angle lens, so it links strongly to the product. The slogan also puts the user in the center because HiLO Lens is a tool and it calls out to people who like new ideas.