You’d think in a world of busy people looking for the shortest way to get from point A to point B, a tagline would be valued and not seen as extra clutter. However, some critics are adamantly against using taglines.
Recently, I came across a great article on Brandweek.com by Jim Morris – “The Lost Art of Writing the Sticky Tagline.” It offered several solid insights.
First of all, it’s important to note that everyone remembers a good tagline.
- Like a good neighbor, State Farm is there.
- Got Milk?
- Maybe she’s born with it. Maybe it’s Maybelline.
Why do these work? They’re simple, clever and memorable. These taglines have helped develop a lasting impression for their brand. Each of these lines has become such a staple in their product’s positioning that it would be hard to imagine the product without it.
That begs the question, what makes a good tagline? That’s where Morris’ advice comes in handy. He gives a nice, short list of tagline don’ts. To name a few:
- Don’t worry about length. If it’s long, it’s long. The most important thing you need to ask yourself is if it’s good. It could be the shortest tagline ever and be the worst thing someone has ever heard or read.
- Don’t try and overload your tagline. Say what you need to and cut out the rest. Be careful though, don’t cut it down so much that you are saying absolutely nothing.
- Don’t use exclamation points. Please!
- Don’t overpromise. Don’t underpromise.
- Don’t try to say everything. Instead, focus on saying one thing well.
- Don’t use the jargon of the business. We get it, it’s clever. But for the most part, potential customers aren’t going to understand it. As we all know, confusing the customers is never a good strategy.
You can read the rest of Mr. Morris’ article here. Enjoy.
And thanks for reading.
- Sharon
I’m a grown-up?
First I think that I should start off and tell you that no one more than me could be more surprised that I actually have a real grown-up job. But I suppose, much to my dismay, I could not be like Peter Pan and refuse to grow up. So this leads me to my second thought, what do I want to get out of my internship here at Gorilla 76?
Of course I could be totally cliché and say that I want the work experience. Well, unfortunately for you, it’s true. I want to be able to walk away from this internship not only learning from my mistakes, but as a result, becoming a better writer. I want to learn from people in a line of work that I want to be involved in. I want to walk away from this job better able to communicate with the people that I work with. I want real-life experience. Lucky for me all of this has already happened. Even luckier is that I am having fun learning the ropes.
The cool thing about this internship, which is true about any internship, is knowing that after I leave I will have learned something new. It could be something as simple as how to work a scanner – and, hey, we all know that sometime during our life being able to work a scanner is a handy skill. Or it could be something more important like how to find the right tone to a product or how to simplify my writing. Either way, I know that when I walk out that door, I’ve learned something new that I can take with me to my next job, wherever that might be. All and all, I think that the most important thing that I want to learn from this job is how to become better at what I want to do: advertising. I’m excited for the time that I have left and all the things to come.
And, hey, this internship won’t look so bad on my resume either.
And that’s why he always works with an agency. Big project or small one-off, Dr. Hewlett knows the importance of keeping things consistent. Additionally, he always looks to do something interesting – even with the smallest of canvases.
Initially, we were brought in to help with branding, signage, stationery and an overall vision for the brand – all important stuff that’s essential in building a brand. One idea that Dr. Hewlett liked from the beginning was the thought of always providing a dental tip for his patients on all pieces of brand collateral and communication. We agreed that it was smart and that it matched his thoughtful demeanor.
So when he commissioned us to create a few one-off ads for different “publications” (church bulletins and local high-school sports calendar) that were very relevant to his consumer base, we knew it was a chance to do something different – a chance to play off the “voice” of the publications.
First, the church-bulletin ads. Dr. Hewlett wanted to help two local parishes by buying some ad space on the back of their weekly bulletins. A breeding ground for work that blends in, he wanted to do something that stood out from the clutter. So, we did the below two ads, ensuring that we kept true to his desire to always communicate a dental tip.
And then the high-school sports calendar – another opportunity to do something that breaks free from the surrounding clutter. Again, our focus was to keep the design visually consistent and to provide messaging true to his established brand strategy.
Our message with this post is to always think beyond the simple solution. Sometimes the safest option is the best option. But, sometimes it’s not. Sometimes there’s an opportunity to make someone…smile.
Surprisingly, even in today’s world, a world of sleek technology that puts high value on aesthetic appeal and smart thinking, marketers still get confronted with the question of why does something need to look and sound good.
Even more surprisingly, this question seems to get more and more difficult to answer – probably because it’s so unexpected. Nonetheless, you have to have an answer when someone mentions that they can build a logo or website themselves “because there are all sorts of great free programs on the internets.”
So, five quick thoughts…
· “Let the bakers bake. Let the designers design.” The world is made up of all sorts of interesting people talented in all sorts of interesting things. Don’t put your brand in jeopardy in the interest of saving a couple bucks. It’ll kill you in the long run.
· Good marketing is much more than work that just sounds and looks good. It has a concept behind it, something that was derived from hours upon hours of brainstorming and strategic development. Always keep that in mind.
· Take a look around you right now. What brands are you surrounded by? What kind of computer are you using? What type of phone are you reading this on? What kind of shoes do you have on? Chances are, you’re surrounded by brands that put a lot of thought and energy into their marketing; brands that trust experts with such strategic advertising and brand development.
· It’s your brand – your baby, if you will. Something you’ve grown, nurtured, laughed with, cried with, etc., etc. Why would you not want it to look or sound its absolute best? If someone you care about is sick, you suggest they go to a doctor. If your brand is “sick”, why wouldn’t you send it to someone who is a specialist in making it better?
· It’s a safe assumption to say that humans like beautiful things. Whether decorated visually or rich in content, people like things that stir a response. Great advertising can and should accomplish this for your brand. This positions your brand for success.
Thanks for reading.
Jon
I just cracked open a book that’s been taunting me from my bookshelf for the past two months – The Houdini Solution by noted copywriter Ernie Schenck (McGraw-Hill, 2007).
I’m only a few chapters in, but I’ve already found a passage that really intrigues me. It starts on page 21. It (and the rest of the book) deals specifically with thinking INSIDE the box – meaning doing creative thinking when restraints are boxing you in. In marketing (and life) this is often how we are presented with opportunities. Very seldom do we get a “blank canvas”.
“Instead of working around creative obstacles, Jack (White – most noted for his lead in The White Stripes) invents them. So severe are these self-imposed restrictions, they border on the monastic. No computers. No digital recording technology. No bass guitars. No studio equipment invented after 1968. No clothes that aren’t red, white or black. It’s a kind of forced creative captivity that nurtures innovation and strives for a form of music that’s far more rooted in talent than it is in technology.”
This idea of thriving in an environment that is intentionally staged to be more difficult is fascinating to me. Often, in marketing, budget is the obstacle that boxes us in. Let’s face it – traditional media isn’t cheap (and digital counterparts can be equally expensive). Often, clients feel that if they don’t have deep pockets, they can’t do anything remarkable.
This is wrong. Very, very wrong. So incredibly wrong. Perhaps one of the most wrong things ever. Some of the greatest marketing campaigns ever have stemmed from small budgets. Instead of worrying that you don’t have enough to spend, instead, be concerned with who you are spending what money you do have, with. Look for a group that can think “inside the box”, finding a unique way to tell your story with even the most severe restraints.
I know a couple of guys that can help if you can’t find anybody. Thanks for reading.
-the one that writes