What is a tagline or slogan?
A tagline is "a catchphrase or small group of words that are combined in a special way to identify a product or company," according to Entrepreneur.com's small business dictionary.
What makes a great tagline?
Easily memorable
If a person only takes a second or two to recognize it, it’s memorable! Being succinct is an art.
Differentiable
What is the unique selling point of your brand vis-à-vis the competition? Do you own any of your potential customer’s mind space? Although differentiation may not always be possible, it is most definitely desirable.
Includes a key benefit
Great slogans make a products benefits clear to their audience. As the saying goes “Sell the benefits NOT the features”.
Feel good factor
The use of more positive words in a tagline makes a brand’s image upbeat and leaves its audience happy. Although fear is also used to boost sales of certain types of goods and services, it has limited utility.
Here are a few powerful slogans that I’d never forget:
“Just do it”
Simple, catchy yet inspiring, Nike goes perfectly with the average millennial’s thought process. Nike’s tagline isn’t just catchy, it actually embodies a state of mind. It encourages everyone, athletes and non-athletes to take up all sporty/outdoor challenges and conquer all that’s in the way. If you want it, just do it!
“Belong anywhere”
This recent tagline truly embodies what Airbnb stands for- helping connect travelers to a plethora of hosts and thereby creating that warm feeling of community at a global level.
"There are some things money can't buy. For everything else, there's MasterCard."
Many will remember the classy Mastercard ad campaign that triggered different memories and feelings in us by using real life situations. The word priceless became associated with Mastercard. The campaign reminds one and all of the power of nostalgia in marketing.
“Think different”
Apple’s now retired tagline does something that Apple has always embodied, “being different”. Apple’s always been about challenging the status quo and the classy tagline. Incidentally, Apple stock prices tripled in the year the tagline was used in ad campaigns, according to Forbes.
“I’m lovin’ it”
Launched way back in 2003, the “I’m lovin’ it” campaign’s still going strong. A McDonalds offering rarely promises to be healthy and nutritious, but McDonald’s promises you that you’ll love the taste.
“Open happiness”
Coca Cola makes the simple promise of happiness to its drinkers. The “Open happiness” campaign encouraged soda consumers to refresh themselves with a Coke and continue to enjoy the simple pleasures in life during the weakened economy of 2009.
“The ultimate driving machine”
Probably the best recognized slogan among car manufacturers globally. The tagline is crisp, descriptive and sticks well with a brand that promises it’s customers cars which are thrilling to drive.
Here’s a link to a more exhaustive link of successful advertising slogans used by brands through the years.
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