Firstly, what’s a tagline? Apparently it’s a short, memorable description that captures the overall benefit of what’s being advertised or sold.
In my opinion, these have become convoluted, with some that mean absolutely nothing!
A good tagline is worth it’s weight in gold though. For example, “Just do it” and “Think Different” are two great ones. You know what company they relate to straight away, and are probably seeing their logos and products in your mind right now.
One of my current favourites is the one above; Big on Quality, Lidl on Price. It’s a great play on words, and also gets the message across about Lidl’s values.
At the other end of the spectrum though, are some truly awful ones! Indeed one that came to my attention recently was “Expand Possible” from Toppan Merrill. Can anyone tell me what meaning that has? No, me neither.
Do you need a tagline? The jury is out on that one, but personally I like a one liner. Have fun with it, and don’t try to be too clever. Pick a bunch of words that mean something to you, and words that have a meaning for your clients too. Put them together, mix them, match them and see what happens.
I keep thinking about the Premier Design tagline, but can’t come to a decision on one that completely fits the bill. At the moment, I quite like “Creativity Sells”, but who knows what it will be next week!!!
