Another poorly conceived tagline introduced to give the advertiser a leadership roll they have no business attempting to assume. America runs on Dunkin? Give me a break.

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A theory why some taglines do not support the brands to which they are attached.

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This blog presents, in my opinion, one good tagline (from Crayola) and one bad tagline (from Playskool). Then I’ll rationalize why I believe one is good and the other bad.

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This tip reminds everyone that the name does not stand alone. It can be reenforced by reciting the category, and by including a tagline. Together, they can identify the offering, put it in context, and coney a benefit or differentiator.

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MasterCard denies that the lame slogan I attributed to them is not theirs, but if it were it would not replace the long-running MasterCard: priceless tag and theme.

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After panning several large comanies and their really lame taglines, I’ve found a hens-tooth-rare tagline that really differentiates and promotes the company’s business model while imparting some of the joy and competitiveness of eBay shopping.

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Another tagline that’s really a platitude: MasterCard – the card that won’t hold you back. What were they thinking?

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The story of using a randomizer built with a database of cliche slogan parts and how it generates platitudes instead of relevant and engaging taglines.

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