The cold hard truth about taglines.

E-mail this post

Remember me (?)

All personal information that you provide here will be governed by the Privacy Policy of More...

Great post over at Brains on Fire about taglines. Go join in.

In his post, Spike shares a pretty important rule when conjuring up a tagline (for your your business or for your unfortunate client): "Never use a tagline that just anyone can use. Ever."

Excellent advice - and he offers some pretty great examples to make his point.

I would take things a step further and offer “kill your tagline and bury it deep in the woods somewhere, where no one will ever think to look for it.”

Gucci, Starbucks, RayBan, Yves St. Laurent, Cartier and Bentley may have taglines, but I’d venture to say no one knows what they are. Why? Because a strong brand doesn’t need to explain itself through a tagline.

I hate taglines with a passion. They almost always suck, and rarely add anything to the brand they are supposed to serve.

A few exceptions to put this comment in perspective:

HBO - It isn’t TV. It’s HBO.
VW - Drivers Wanted.
Apple - Think Different.

Why do these taglines work? Because these brands are market disruptors and game changers - and therefore need a little extra definition here and there. Beyond that, creating taglines for most companies is a complete waste of time. The fact that most taglines are boring and interchangeable more than illustrates that point.

Go read the whole post.

Labels: , ,

0 Responses to “The cold hard truth about taglines.”

Leave a Reply

      Convert to boldConvert to italicConvert to link


ATOM 0.3

  • Helping companies fine-tune their:
  • - Relationship with their customers
  • - Branding and marketing strategies
  • - Communications architecture
  • - Reputations and buzz-worthiness
  • - Creativity and market relevance
  • Office: 864.289.4557
  • Mobile: 510.284.9893
  • Bat Phone: 864.630.7398
  • My status
  • email me
  • View Olivier Blanchard's profile on LinkedIn
    • follow me on Twitter

      TwitterCounter for @nextweblog

    • Disclaimer: The opinions expressed in this blog are my own and not necessarily those of SYNNEX or any of its affiliates and partners.
    • Subscribe to the BrandBuilder blog

  • Previous posts

    Previous posts

    ATOM 0.3
    This is a Flickr badge showing public photos from Bidulos. Make your own badge here.