
You know what's insanely difficult?
Being succinct.
Seriously ... it's ridiculously hard. If you don't believe me, just grab your favorite copywriter and ask.
But do you know what's even more difficult? Expressing a complex emotional concept in just a couple of words. In other words, coming up with a tagline. Yeah, it's a head-scratcher.
But that's why we have a lot of respect for these brands that did it right. They figured out how to convey their value proposition to their buyer persona in just one short sentence. And a quippy one at that! Not too shabby, at all. So if you're looking to get a little tagline inspiration of your own, take a look at some of our favorite company taglines -- from past and present!
1) Just Do It

Instantly, the message began to resonate. It was no longer about just a shoe or a pair of shorts; it was about a state of mind. You don't have to be an athlete to be in shape or tackle an obstacle. If you want to do it, just do it. That's all it takes.
But there's no way Kennedy+Weiden, the agency that established this tagline, could possibly have guessed that that is the direction Nike was headed when the company first debuted. This tagline'sproof positive that a brand needs to give itself time for a tagline to marinate before anyone can truly understand what it means to its audience.
2) Think Different

It only took moments before this tagline was plastered everywhere and people began to realize that with an Apple computer, they weren't just using a computer ... they were unique. They were innovative. They were tech-savvy. They were everything they always wanted to be, because they had this simple machine to guide them. And even today, despite the tagline being retired, Apple users feel a sense of elitism and creativity for being among those who think different.
3) I'm Lovin' It

That's right, the "I'm Lovin' It" campaign didn't launch until 2003, but still stands tall in 2012. Despite how poor their food may be for one's health, when people eat McDonald's, they can't help but love it. The McDonald's tagline doesn't promise you that you'll actually get any benefits from eating their food. It doesn't tell you that they care about your health or your favorite flavors. It simply claims that when you eat their food, you'll love their food. There's not much more to it.
4) Can You Hear Me Now? Good.

5) Because You're Worth It

With this tagline, it was no longer about the product, but about the image -- the image the product could get you. But by focusing on the latter, L'Oreal was able to push it's brand further, and give the entire concept of makeup a much more powerful message. Because hey ... you're worth it.
6) Got Milk?

7) Melts in Your Mouth, Not in Your Hands

This is one brand tagline that didn't need much time before realizing its core value proposition. At the end of the day, chocolate is chocolate. How can one piece of chocolate truly stand out from another? By bringing in the convenience factor, of course! This particular example highlights the importance of finding something that makes your brand different from the others; in this case, the hard shell that keeps chocolate from melting all over you.
8) Betcha Can't Eat Just One

Lay's tapped into our truly human incapability to ignore crispy, salty goodness when it's staring us in the face. Carbs, what a tangled web you weave.
But seriously, notice how the emphasis isn't on the taste of the product. Because at the end of the day, there will be other brands who taste good. What Lay's was able to bring forth with their tagline is that totally human, uncontrollable nature of snacking til the cows come home on some salty goodness. Oh man, who wants a bag of Lay's right now?
9) Tastes So Good, Cats Ask for It by Na
me
Meow meow meow meow ... who remembers the catchy tune to which cats meowed in commercials for Meow Mix? Meow Mix released a simple but telling tagline, "Tastes So Good, Cats Ask For It By Name." It plays off the fact that every time a cat meows, he/she is actually asking for Meow Mix! The tagline was clever and successfully planted Meow Mix as a standout brand in a cluttered market.
10) All the News That's Fit to Print

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