A tagline that actually differentiates the brand

If you get here often, you know I’ve been decrying the poor taglines some very large and sophisticated marketers have recently adopted.

To whit: American Airlines: we know why you fly, and MasterCard: the card that won’t hold you back.

So it’s time to feature one that’s a winner.

The commercials eBay has been running are, in my estimation, really well done and based on the way eBay is different because it’s an auction (or can be an auction, anyway). There are everyday people competing for a prize object. They may be fighting in the end zone for a “Hail Mary” pass of an unusual vase, or cantering with the hounds chasing a valued 1950’s lunch box. In each spot the winner is triumphant.

And the accompanying tagline: shop victoriously.

Right on, eBay. You’ve played to your strength and your defining characteristic: running auctions. Auctions are fun and thrilling and competitive. The tag captures all that and very clearly differentiates eBay from common retailers.

Contrast eBay’s slogan with MasterCard and American Airlines.

If you’re a copywriter, or an approver of ad copy, use this blog as your guide. By finding the emotional trigger that communicates your difference, you’ll come up a winner, too.

Martin Jelsema

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