Yesterday I blogged about Brand Identity Manuals and cited two examples – Columbia College Chicago and BAE Systems.
Coincidentally, both of these organizations have unique approaches to taglines.
So let’s explore them with the idea that you might broaden your perspective and open new avenues of effective communication.
Continue reading Two Unique Approaches to Taglines
At 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, weâ€™re getting a lot more ads from Southwest. Theyâ€™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, â€śYou are free to move about the countryâ€ť. Continue reading A meaningless slogan wonâ€™t kill a brand
At least I havenâ€™t experienced one for several months.
I canâ€™t remember too many of them â€“ 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.
James Chartrand, writing at CopyBlogger, authored a post called â€śHow to Create a Rock-Solid Tagline That Truly Worksâ€ť.
James defines a tagline, aka slogan or strapline, as â€ťâ€¦the key phrase that identifies your business by capturing the essence of three elements:
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?
I got a phone call today from a guy wanting to sell me â€śaudio impressionsâ€ť on web blogs. Only thatâ€™s not what he said.
He was told by the mediumâ€™s management that five-second audio pronouncements of a slogan was â€śbrandingâ€ť. He wanted to help me brand my business by selling me ad impressions. Continue reading No one sells you branding.