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May 11, 2010
Tag, You're It?
New post on Zavee Thinking by Ron Stack, COO, about how understanding your product, your brand and your positioning can help you find a tagline that works.
Two recent articles – an opinion piece in AdWeek and a post on a small business marketing blog – got me thinking about taglines. More later about the Zavee tagline (Simple. Local. Social.), but first some thoughts about taglines from a strategic perspective.
Taglines act as a shorthand for communication about a business and its products (or a product). There is only so much a tagline can do without smart strategic thinking and powerful creative execution around it. And, of course, it has to be true to the product and the brand. BMW’s “Ultimate driving machine” tagline has retained its power for 35 years not just because it promises exactly the experience that its buyers want, but because the company and its products deliver.Tell your friends about this news
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