They say a picture is worth a thousand words…
Yet a tagline, or catch phrase offers an elegantly balanced ratio of words to picture that cement the moment, aid in recall, lock in the experience, set expectations, and create a covenant between your brand and the customer.
But a tagline, in its truest sense, delivers the brand promise. From this business perspective, they are words to live by. They echo the core values of the brand they represent. Moreover, the annals of award-winning advertising are lined with them.
“In an era where many brands and businesses have lost their competitive edge, the soul-searching exercise of generating a proper tagline just may be the fastest way to reclaiming it.” ~ Tom
So what are these taglines, and where did they go? Read the Full Article for deep insights and powerful do's and don'ts.
Let's connect: Tom@DavidsonDesign.com | LinkedIn.com
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• Develop a Value Proposition
If you are a smaller brand with limited access to solid marketing research tools like focus groups or anthropological survey’s, you may benefit from these guerilla-marketing insights. See my article “The Brand Proposition, Answering The Eternal Question, Why” for more tips
• Filter any insights through a core needs and emotional truth filter
Research your website SEO analytics for frequent search terms and remember to include any negative category searches. In this case, focus less on your business but the entire category i.e. Airline Customer Complaints… This will ensure you arrive at a tagline that will rock your business world.
• Assess your company’s standing in the category
If you can invest in a research company, customer-rating services like Yelp, and employee rating services like Glassdoor are a great way to research your category. The insights you can glean can point the way to marketing pain points and offer you valuable ideas to differentiate your product or service.
Remember, advertising is still about influencing, modeling, teaching, and rewarding behavior. So before you walk away from a tagline remember…“ repetition, repetition, repetition.” It works in eastern meditation, rapid learning, instructional science, and has proven its effectiveness in some of the most successful marketing campaigns in history.
Davidson Design Co. © 2014