1/11/24, 1:55 AM
Taglines of the Top 100 Companies in the World - BMB
BRAND MARKETING BLOG
Taglines of the Top 100
Brands
“The Ultimate Driving Machine”
to “Finger Lickin’ Good.” Here are
the taglines of the top companies in
the world.
A couple of readers were asking for guidance on taglines. Frankly, I don’t know much about
slogans or taglines; I have worked for over a decade helping big brands with their retail
marketing, and taglines are typically used in advertising.
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Taglines of the Top 100 Companies in the World - BMB
An exhaustive look into what brands are doing in 2020 would be a great place to start to
learn about state of the art in taglines. So I compiled a list of all the slogans brands are
currently using in their advertisements.
Note that I am researching from the American / Canadian market and may vary by region.
So if you are in another country and something does not sound familiar, then the brand
may have a different regional strategy.
What is a tagline? A tagline is a 2-word to 8-word phrase shown before, after, or beside the
brand at the end of an advertisement. The marketers behind a tagline intend to leave the
viewer with a memorable version of the brand’s message and speak to their value,
personality, or differentiator.
Let’s not bury the lead. Here are the current taglines for the top 100 brands as
per Interbrand’s list of brands with the highest brand equity.
PROMOTION
Top 100 Brands’ Taglines
Brand
Tagline
3M
Science. Applied to Life.
Accenture
Let There Be Change
Adidas
Nothing is Impossible
Adobe
N/A – Uses different taglines for each of their sub-brands.
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Allianz
We Cover Courage
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Taglines of the Top 100 Companies in the World - BMB
Amazon
Irrisitable. Delivered.
American Express
Don’t Live Life Without It.
Apple
N/A – Does not use a tagline.
Audi
Vorsprung durch technik (Global), Truth In Engineering (US)
AXA
Know You Can
Banco Santander
Respect Ads Up
BMW
The Ultimate Driving Machine
Budweiser
This Bud’s For You
Burberry
London England
Canon
Delighting You Always
Cartier
The art of being unique
Caterpillar
Let’s Do The Work
Chanel
N/A – Does not use a tagline.
Cisco
The Bridge To Possible
Citi
Welcome What’s Next
Coca-Cola
Open Happiness
Colgate
Antibacterial Protection for a Healthier Mouth (Colgate Total)
Corona
Find Your Beach (Corona Hard Seltzer)
Danone
N/A – Does not use a tagline.
Dell
Every Little Thing Is Everything
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Excellence.
Simply Delivered.
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Taglines of the Top 100 Companies in the World - BMB
Dior
N/A – Does not use a tagline.
Discovery
Explore Your World
Disney
The happiest place on earth. (Disneyland)
eBay
Buy it. Sell it. Love it.
Facebook
More together
FedEx
Opportunity / Strength / Miracles. What We Deliver By
Delivering
Ferrari
N/A – Does not use a tagline.
Ford
Go Further
General Electric (GE)
Good Things, for Life.
Gillette
The Best A Man Can Get
Goldman Sachs
You Can Money (Marcus by Goldman Sachs)
Google
With A Little Help From Google
Gucci
N/A – Does not use a tagline.
H&M
N/A – Does not use a tagline.
Harley-Davidson
Screw it, let’s ride.
Heineken
Open Your World
Hennessy
Never Stop. Never Settle. Since 1765.
Hermès
N/A – Does not use a tagline.
Hewlett Packard
Enterprise
Accelerating Next
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Honda
From
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Taglines of the Top 100 Companies in the World - BMB
HP
Keep Reinventing
HSBC
Together We Thrive
Huawei
“It’s In Your Hands”, “Rewrite Possibilities”, or “Reinvent
Photography”
Hyundai
Better Drives Us
IBM
Let’s Put Smart to Work
IKEA
N/A – Does not use a tagline.
Intel
Experience What’s Inside
J.P. Morgan
Make More of What’s Yours
Jack Daniel’s
What the Label Doesn’t Tell You, a Sip Will
John Deere
Nothing Runs Like a Deere
Johnson & Johnson
So Much More (Johnson’s Baby)
Kellogg’s
N/A – Does not use a tagline.
KFC
It’s Finger Lickin’ Good
Kia
Give It Everything
L’Oréal Paris
Because You’re Worth It
Land Rover
Above & Beyond
LEGO
N/A – Does not use a tagline.
LinkedIn
We’re In It Together
Louis Vuitton
N/A – Does not use a tagline.
Mastercard
Start Something Priceless
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McDonald’s
I’m Lovin’
It (Previous)
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Taglines of the Top 100 Companies in the World - BMB
Mercedes-Benz
The Best or Nothing
Microsoft
Empowering Us All
MINI
Born To Drive
Morgan Stanley
We Are Morgan Stanley
NESCAFÉ
It All Starts With a NESCAFÉ
Nestlé
Various Taglines. “Water Is Our Life’s Work” (Nestle Waters),
“Make, Bake Love” (Toll House)
Netflix
N/A – Does not use a tagline.
Nike
“Just Do It” and “Sport Changes Everything”
Nintendo
“My Way To Play” and “Our Way To Play” (Nintendo Switch)
Nissan
Innovation That Excites
Oracle
N/A – Does not use a tagline.
Pampers
Love The Change
Panasonic
A Better Life, a Better World
PayPal
PayPal Is New Money
Pepsi
That’s What I Like
Philips
Innovation and You
Porsche
N/A – Does not use a tagline.
Prada
N/A – Does not use a tagline.
Salesforce.com
We Bring Companies and Customers Together
Samsung
Samsung — “Inspire the World, Create the Future”
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SAP
N/A – Does
tagline.
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Taglines of the Top 100 Companies in the World - BMB
Shell
It’s Fuel for Thought (Shell V-Power)
Siemens
Ingenuity for Life
Sony
N/A – Does not use a tagline.
Spotify
Free on Spotify
Starbucks
N/A – Does not use a tagline.
Tiffany & Co.
“Believe in Dreams” and “Believe in Love”
Toyota
Let’s Go Places
Uber
Doors Are Always Opening
UPS
Every ing for Small Business. And of Course, Shipping.
Visa
Everywhere You Want to Be
Volkswagen
Drive Bigger
Zara
N/A – Does not use a tagline.
PROMOTION
How do top brands use taglines? It
varies.
Most brands use it as a final attempt to align the brand with the emotional values of the
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customer.
Forcookies
example,
Harley
Davidson’s
current
tagline,
“Screw
It, Let’s
Ride” speaks
to
I am feel
okay when
with cookies.
the emotions rebellious motorcycleYes,
riders
they take their bikes out.
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Taglines of the Top 100 Companies in the World - BMB
Many brands use their taglines as an opportunity to build or reinforce a brand association.
Some examples are Seimens “Ingenuity for Life” and Philips “Innovation and You.” Both
brands are trying to create mental links between their brand and the idea of innovation.
Some brands use it to remind
customers of their size and
scale. For example, the customer
wonders if there is any other
viable option when John Deere
says: “Nothing Runs Like a
Deere.”
A few brands use their taglines as the thread that links together TV spots, radio ads, and instore promotions. For example, MINI’s “Born To Drive” connected with their “Born To Drive
Sales Event” that offered limited-time financial incentives to get customers into MINIs.
Quite a few brands do not use taglines at all. Almost all fashion and fragrance brands do
not use slogans. Gucci, Louis Vuitton, Prada, and Zara do use simple phrases in the
advertisements, but they speak to the theme of the ad and not the brand. They keep it
simple and classy and let the feeling of the creative become the brand.
Brands with iconic taglines are no longer using them, instead opting just to have their logo
and a trademark piece of audio. McDonald’s is no longer using the iconic “I’m Loving It.” I
couldn’t believe it.
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Taglines of the Top 100 Companies in the World - BMB
PROMOTION
Takeaways
Here are some things I learned by doing all this research and looking at over 350 TV spots.
Inconsistency
Taglines are not as consistent as you imagine.
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We think
of taglines
phrases
are paired
with that's
the brand
foryou
decades.
But many
Yes,than
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slogans are campaign-specific rather
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Taglines of the Top 100 Companies in the World - BMB
Most brands at this scale do not advertise consistently over time. Instead, they make
pushes for a couple of months at a time. The push is a big, multi-faceted media, but that
serves to promote a new product, a promotional offer, or their prime season.
The big brands use their taglines to link together all the ads in their marketing push. When
the campaign is over, the slogan is dropped.
Taglines can also change as brands change their agency of record. The executives of
marketing firms can be egotistical and do not want to work with the creative provided by
the previous agency even if consistency is in the best interest of the brand.
Too Cool For Taglines
The brands that are “cool” opt-out of using taglines.
I don’t know if taglines are considered passee or unfashionable, but many of the brands
that enjoy a high-end image do not use slogans.
Brands like Starbucks, Gucci, Porsche, Hermes Paris, Louis Vuitton, Ferrari, Prada, H&M, and
Zara do not use taglines.
The lack of a tagline is a sign that a brand is attempting to speak to a high-end customer.
Maybe the brand managers worry that it cheapens the brand.
It seems like a mistake to me. A tagline is a useful tool, and to not use it to be a little more
“cool” is a lousy reason to make your promotion less effective.
PROMOTION
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Taglines of the Top 100 Companies in the World - BMB
Conclusion
How should my smaller brand use a tagline?
Should a smaller brand use a tagline? It is a reasonable question. Big brands like the ones
we have been discussing can spend hundreds of millions of dollars to establish their
slogans. A small or medium-sized brand is not going to be able to do that.
While you won’t be able to have people from coast to coast singing your brand’s tagline in
the shower, you can use it consistently enough to have it be a powerful force in your
industry.
Don’t let scale stop you from using a tagline. A slogan that reappears in your email
marketing, mailers, brochures, and even on the wall of your location can have the same
effect for your niche market as a tagline from a big brand.
Even if you are not advertising, a tagline can be a useful way to tie up all of your marketing
with a theme. Linking the way you talk about your product to a motto will force you to
carry an idea through and make your brand message far more focused.
A brand with a focused message will beat out a brand with scattered messaging every time.
Thank you to iSpot.tv; your service made the research for this article far easier.
Posted April 27, 2020 in Good Branding
by Colin Finkle
Tags:
3M, American Express, Apple, Audi, Coca-Cola, Ford, GE, Google, Honda, Hyundai, Ikea, McDonalds,
MINI, Nintendo, Pepsi, Porsche, Toyota, Visa, Volkswagen
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Taglines of the Top 100 Companies in the World - BMB
Comments
3 Responses to “Taglines of the Top 100 Brands”
Pee Bee Aitch
March 6, 2021
Vorsprung Durch technik?
Reply
Colin Finkle
March 7, 2021
Thank you for pointing that out; I have added it in for Audi.
Reply
KRITIKA
December 11, 2021
men and women tagline
Reply
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Taglines of the Top 100 Companies in the World - BMB
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Taglines of the Top 100 Companies in the World - BMB
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