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LIKE A DIAMOND*, A TAGLINE CAN BE FOREVER
A handful of well-chosen words help your brand send a message that's loud and clear. The best taglines transcend time. They become so rooted in what your brand stands for that their meaning remains strong and true years after their introduction.
"Taglines may appear frivolous, but they are pure brand quicksilver.
Taglines motivate, persuade, inspire and create loyalty."
Michael Graber, managing partner of Southern Growth Studio.
A great tagline inspires. It makes your customers instinctively want to choose your brand over your competitor's. It is potent shorthand for building brand equity. A great tagline has attitude. It's memorable. It's emotional. The best taglines aren't shy or timid; they are strong and opinionated. They promise. They succinctly reflect the brand's personality. Taglines are powerful and timeless when they are effective, but flat and useless when they aren't.
Branding consultant Eric Swartz, known as the "Tagline Guru," asked colleagues in the field to name the most influential slogans in American advertising. Chances are you'll remember these top 10, too:
- "Got Milk?" (California Dairy Industry, 1993)
- "Don't leave home without it." (American Express, 1975)
- "Just do it." (Nike, 1988)
- "Where's the beef?" (Wendy's, 1984)
- "You're in good hands with Allstate." (Allstate, 1956)
- "Think different." (Apple, 1998)
- "We try harder." (Avis, 1962)
- "Tastes great, less filling." (Miller Lite, 1974)
- "Melts in your mouth, not in your hands." (M&Ms, 1954)
- "Takes a licking and keeps on ticking." (Timex, 1956); "Life is ticking." (Timex, 2003)
The beauty and power behind each of these memorable taglines is easy to see (and feel). They do their jobs differently, but they do them, nonetheless. Product-focused taglines offer a clear and direct line to the product benefit, whether it's the overall experience (Avis) or the way the product will perform (Miller, M&Ms and Timex). The Nike and Apple taglines, on the other hand, leave emotional room for interpretation and empowerment. However they work on behalf of their brands, they are all succinct and true glimpses into the world of their respective brands.
But, fantastic or not, some of these well-loved and long-lasting taglines are no longer in use. In 2003, Timex, for example, dropped its long-running tagline, "Takes a licking and keeps on ticking," in favor of "Timex. Life is ticking." Interesting shift. And one that wasn't well received by many brand enthusiasts. (Who wants to be reminded that life is passing us by?) So, here is another thought: Once you have a great tagline, hang onto it. Don't be tempted to make a change simply because you think it's time. If it's doing its job, if it is still reflective of what your brand is all about and, if its equity is clear, don't mess with it. Doing so will only cost your company money and potentially loosen the connection between your brand and your customer.
Does your company have a tagline? If so, ask yourself these four questions:
- Is your tagline powerful?
- Is it memorable?
- Is it timeless?
- And, finally, does it have what it takes to make the next top 10 list?
* Oh, DeBeer's tagline, "A diamond is forever," has been in use since 1948. It is often on the top lists of favorite, most memorable taglines.
Article by:
Denise Hollingsworth, HMH Senior Brand Strategist
