Should you logo include the tagline? No, but they can be associated in certain applications, and separated in others.

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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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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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I’ve been doing a series of blogs about brands that make me scoff – that is, brands that are incredulous. Usually this incredibility comes from specific ad campaigns rather than from a brand platform. How do I know? Because they’re vacuous.

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Today I’m calling out Toyota and their bad Matrix model. I’m using “bad” in its original context – I don’t mean it’s, you know, good.

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Nancy Schwartz blogs about non-profit marketing issues at Getting Attention. Right now she’s conducting a survey about the effectiveness of taglines in the non-profit sector.

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So many taglines are just so much fluff and don’t contribute to a strong brand. John Moore at BrandAutopsy.typepad.com suggests building brands without taglines. If the other elements are strong, a slogan isn’t required.

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Here’s another example of a poorly conceived slogan that does nothing for the brand. I nominate it to the Tagline Hall of Shame

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