Marketing Signature Ingredient #15
Part 1 – Tagline Basics
When you think of a company, product, or service, what is one of the first things that come to mind? Probably the tagline. With so many business names out there and many more goods and services, memorable differentiation is key. Think about it, can you remember the name of your favorite dish at your favorite restaurant? You will more than likely remember it as ‘eggs and bacon’, or ‘the nacho platter’. This applies to many things we spend our money on.
Taglines that are memorable position your offering in the mind of your target audience. Taglines are the key ingredient that will make your business, product, or service memorable above all others. Taglines are what make certain cereals stand out and sell better than others. Taglines position particular automobiles to be dependable: “Built Ford Tough” or perhaps the exceptional: Land Rover “Go beyond.”
It’s unclear when the first tagline was ever used. However we do know that in 1907, a coffee company used a slogan stating their brand was “good to the last tiny drop.” That slogan was used well into the 1980s. Maxwell House proved a great tagline withstands the test of time. Others have had similar success stories following a few simple principles. [Read more...]