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Entries from March 2010

What makes a strong tagline?

March 30th, 2010 · 8 Comments

Taglines may be the second most important branding element. Names are certainly first, but taglines can play an important role in conveying the brand message. Most taglines, however, do not enhance the brand.

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Tags: Tagline Creation

Three Tagline Traps You’ll Want to Avoid

March 11th, 2010 · 6 Comments

Lots of taglines are adopted as part of the branding process because folks think they’re critical to their marketing efforts. Certainly a tagline can crystallize a brand promise and make it memorable, but just as often you get an incredulous, self-serving platitude.

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Tags: Tagline Creation

Branding with a USP is Short-Sighted

March 4th, 2010 · 3 Comments

The commitment of any organization to provide a consistent level of performance, and to dedicate major resources to accomplish that performance, builds the brand, not a USP.

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Tags: Brand Management