If you’ve been reading this blog with any frequency, you know I’ve made quite a point about bad taglines, aka slogans.
I’ve ranted about specific examples of meaningless and confusing taglines. My stance was that they should help differentiate a company or product from its competitors. In other words, it should strengthen the brand.
Now I see someone else has the same thoughts. Only he isn’t as negative as I’ve been.
John Moore, he blogs at BrandAutopsy.typepad.com, made a point recently that establishing a brand without using taglines at all will produce a stronger brand! In other words, let the other branding elements – name, logo, colors, ambiance, story, etc. – carry the message and set the tempo for your brand. Here’s a quote from his blog:
“A marketing world without taglines is about designing interesting customer experiences where people interact with the brand in order to better understand and appreciate the reasons why the brand deserves the right to exist. It’s about realizing a brand’s unique style is its best form of advertising.”
And here’s John’s author box: John Moore was formerly in marketing at Starbucks Coffee and Whole Foods Market; he now runs the Brand Autopsy Marketing Practice. Moore is also the author of the marketing book, Tribal Knowledge. His blog is BrandAutopsy.typepad.com
Note, too that BrandAutopsy is featured on my blogroll. He’s a pro and provides good insights and information.