Slogan-mania

What is the ability for a slogan to spread and shape a brand? (see following link).

http://www.nytimes.com/2007/03/16/business/media/16adco.html?ref=media

In line with the Dove campaign we spoke of in class, Avon is now launching a HUGE campaign with a new slogan to spread the word (see following link…). It'll be interesting to follow its effectiveness...

http://www.nytimes.com/2007/03/15/business/media/15adco.html?ref=media