Whether you call them taglines, slogans, or positioning statements, they are almost mandatory for today’s brand. These five-to-eight-word phrases are supposed to differentiate your business, product or service from your competition. But just as often, they just state the obvious. Or even worse, they cause confusion.
Here’s one way to evaluate a tagline. After hearing or reading it, if your reaction is “Well, I should hope so!”, you’re hearing or seeing a platitude, not an effective tagline. Continue reading Good Taglines are NOT Platitudes.