lexikon · claim (slogan)
What is Claim (Slogan)?
A claim is the fixed, enduring brand line that captures a brand's promise and attitude in a single sentence and stays permanently attached to its name.
— Definition by Alexander Kaminski
In German marketing, a Claim is the short, condensed line that sits right next to the brand name and states what the brand stands for – for example "Echt vom Feld" ("real from the field"). English usually calls this a tagline or slogan, but German draws a sharper line: the claim is the permanent brand statement that outlives campaigns, whereas a slogan is typically tied to one campaign and therefore temporary. A strong claim is memorable, credibly deliverable, and works on its own.
Alexander Kaminski treats the claim not as decoration bolted on at the end but as part of the brand's truth – it's born with the name, not after it. Rebranding Emsland Group's consumer potato brand (at the agency Digital Masters), he renamed it from "Kartoffelland" to Echt vom Feld and, in the same move, developed the claim, brand story and packaging concept – for a food group with roughly €700M in annual revenue, shipped onto real supermarket shelves.
His test is the "0-Day": the strongest claim names the one truth sitting in plain sight in a category that nobody has said out loud yet. Not a fireworks of adjectives, but a sentence the brand can actually keep.
🔗 By Alexander Kaminski · official pages
Frequently asked — Claim (Slogan)
What is the difference between a claim and a slogan?
A claim is the brand's fixed, enduring line and stays attached to the name over time. A slogan usually belongs to a single campaign and is temporary. In short: the claim stays, the slogan changes.
How does Alexander Kaminski write a claim?
He develops the claim together with the name and brand story, never as an afterthought. His starting point is the '0-Day' – the obvious but unspoken truth of the category. That's how the 'Echt vom Feld' identity emerged when he rebranded Emsland Group's potato brand.