Archive for March, 2007
When Taglines Go Wrong
When developing a tagline, stay away from ideas that are vague, bland, stale, or untruthful. And try to avoid making a statement that could just as easily describe a competitor. Remember, a tagline should make you stand out like, well, a thumb of approval. Unfortunately, many taglines—especially in the professional services—are limp, do-nothing slogans.
Let’s look [...]
Filed under: Branding, Elements of a Successful Brand, Marketing, Messaging, Pivot, Positioning, Professional Services, Tagline | Leave a Comment
8 Ingredients of a Great Tagline
1. Keep it short
2. Convey a single simple idea or benefit
3. If possible, be specific
4. Be sure your claim is believable
5. Avoid generic or cliched statements that could apply to other businesses
6. Support or explain your positioning
7. Make it memorable
8. Stick with your tagline for the long [...]
Filed under: Branding, Elements of a Successful Brand, Marketing, Messaging, Pivot, Positioning, Professional Services, Tagline | Leave a Comment
Businesses put an awful lot of pressure on their taglines. Corporations endow them with colossal significance. And advertisers expect them to seal every deal like a kiss. Yet many business taglines fall flat and fail to engage us. This is a pity, because a tagline can speak to an audience with authority and elegance. At [...]
Filed under: Branding, Elements of a Successful Brand, Marketing, Messaging, Pivot, Positioning, Professional Services, Tagline | 1 Comment
