Category Archives: Tagline Creation

A meaningless slogan won’t kill a brand

A bag of hot airAt least that what I now conclude.

And I used to think that meaningless, pontificating pratitudes might really damage a brand.

What brought me to this new point of view (which is actually a position of neutrality), are the ads for Southwest Airlines.

Since Southwest Airlines has begun serving Denver, we’re getting a lot more ads from Southwest. They’re pretty good, all in all. And they each end with a sound effect (a ding indicating I can unfasten my seatbelt) and the line, “You are free to move about the country”. Continue reading A meaningless slogan won’t kill a brand

One-word slogans may have run their courses.

The most compelling one-word sloganAt least I haven’t experienced one for several months.

I can’t remember too many of them – perhaps that is the short-coming of the one-word tagline. There is no context, no empathy.

I do remember Hewlett-Packard using “Invent” for a while. And Nisson had made commercials for a couple of years in which the one-word slogan was prominent. However, they used more than one I believe so none of them registered with me. Continue reading One-word slogans may have run their courses.

Just what purpose does a tagline perform for a brand?

Slogans are good for you!James Chartrand, writing at CopyBlogger, authored a post called “How to Create a Rock-Solid Tagline That Truly Works”.

James defines a tagline, aka slogan or strapline, as ”…the key phrase that identifies your business by capturing the essence of three elements:

Your mission
Your promise
Your brand”

He then goes on to suggest how you develop that rock-solid tagline.

I’d just like to add a few thoughts. Continue reading Just what purpose does a tagline perform for a brand?

No one sells you branding.

I got a phone call today from a guy wanting to sell me “audio impressions” on web blogs. Only that’s not what he said.

He was told by the medium’s management that five-second audio pronouncements of a slogan was “branding”. He wanted to help me brand my business by selling me ad impressions. Continue reading No one sells you branding.