What is a slogan or tagline?
It's hard to think of a well known brand without thinking of its tagline. The tagline
or slogan is a short phrase that captures a company's brand essence,
personality, and positioning, and distinguishes it from its competitors. The tagline
or slogans of many companies have become part of our popular culture. Through
their frequent and consistent exposures in the media, their familiarity influences
consumers' buying behaviour by evoking an emotional response.
Taglines frequently have a shorter life span than your typical company logo. Most
companies will change their slogan or tagline from time to time but stick with their
logo for life.
Is a slogan the same as a tagline?
Taglines were once called slogans. The origin of the word slogan came from the
Gaelic slaughgaiirm, used by Scottish clan meaning "war cry." Slogans have
been an integral part of consumer advertising since the American Civil War. In
the latter part of the twentieth century, many slogans became shorter and
punchier, and acceptable for any kind of company.
Definition: A tagline is a slogan, mantra, company statement or guiding principle
that describes, summarizes or helps create an interest for a company, product, or
service. Taglines sum up the sell, and evoke an emotional response.
There are five different types of taglines / slogans:
1. Imperative
Commands action and usually begins with a verb.
Examples:
1- NIKE - Just do it
2- Hewlett-Packard - Invent
3- Apple Computer - Think different
2. Descriptive
Describes the service, product, or brand promise.
Examples:
1- UPS - Moving at the speed of business
2- GE - We bring good things to life
3- Allstate - You're in good hands
3. Superlative
Positions the company as best in class.
Examples:
1- BMW - The ultimate driving experience
2- Lufthansa - There's no better way to fly
3- DeBeers - A diamond is forever
4. Provocative
Thought-provoking; frequently it is a question.
Examples:
1- Microsoft - Where are you going today?
2- Viagra - Let the dance begin
3- Dairy Council - Got milk?
5. Specific
Establishes leadership of a category.
Examples:
1- PeopleSoft - People power the Internet
2- eBay - Happy hunting
3- Volkswagen - Drivers wanted