“Get Life On.” Do you get it?

Life is full of little catch phrases that add meaning and communication to our lives. Back when beef was bad and carbohydrates were good, the beef industry came up with, “Beef. It’s what’s for dinner.” I haven’t heard or read of a counter phrase from the bread industry.

Nike scored big with, “Just do it.” The dairy industry published and broadcast plenty of “Got Milk” ads to defend itself against those who think milk is really bad for us even when it’s supposed to be good. Hint: It’s really bad for us.

The Honolulu Star-Bulletin’s humorist, Charles Memminger, has what he calls the next great inspirational slogan: “Get Life On.” He owns the web site variations of Get Life On and has launched a media campaign to license the slogan.

Slogans come and go. We’re inundated with a constant barrage of slogans. They’re everywhere. Television, radio, web sites, newspapers, magazines, schools, books, bumper stickers (my favorite is ‘Visualize Whirled Peas‘). Most slogans are easily understood and most are easily ignored.

What’s wrong with “Get Life On?” Is it clothing for life? Is it an attitude to be wrapped up in? If it’s motivational and inspirational, for what does it motivate or inspire (other than licensing fees payable to Charles Memminger)?

Burger King did well with, “Have it your way.” Whenever I asked them to cut my burger in half they would forget about half the time. Maybe the slogan should have been, “Have it your way, sometimes.” Miller sold a lot of beer at “Miller Time” which means right after work as you’re driving home. That’s not the best time to drink beer. BMW produced, “The ultimate driving machine.” I drove it. It wasn’t.

Ala Moana is “Hawaii’s Center.” Center of what? Honolulu? Oahu? Shopping? Debt? It’s not parking. It’s gotta be the center of consumer debt. Pearlridge is “One good thing after another.” That’s true if you find an empty parking spot next to another empty parking spot. Like that’ll happen. Taxpayers spend millions each year on the Hawaii Visitors and Convention Bureau and the best slogan that their money can buy is “E Komo Mai.” That’s as easily understood in the Midwest as Get Life On is in Berzerkistan.

Phrases are easy. Phrases that mean something are more difficult. Phrases to be remembered are next to impossible without an ad budget. Get Life On needs an ad budget. A very big ad budget.