Tagline

Beyond the brand’s name and logo, perhaps no other element in brand marketing is as readily identifiable, and totally memorable, as the tagline. Often confused for a slogan, the two (tagline and slogan) are, in fact, different in purpose. The tagline is a company’s definitive catchphrase. Or put another way, the phrase that catches the brand’s attitude and energy within a single statement of emotion, promise or action. “It takes a licking and keeps on ticking” made Timex synonymous with durability and adventure. “The Ultimate Driving Machine” made BMW and German engineering at once premium and exciting. And Capital One asks with more than a little nudge, “What’s In Your Wallet?”.

 

And while a favored tagline may live in the mind of the customer for all of eternity, they aren’t necessarily developed with a need to live forever. A tagline should reflect the tone and tenor of the company now. Coca-Cola has had well over 50 taglines and slogans in their history. Some brands even manage more than one at the same time in segmented markets.

 

We approach tagline development as we approach most brand-oriented projects; it starts with diligently coming to know the customer and having a clear understanding of the brand’s position.