Comments on: Three Tagline Traps You’ll Want to Avoid http://thebrandingblog.com/taglinecreation/tagline-traps-youll-avoid/ information and strongly-held opinions concerning branding and positioning Wed, 01 Feb 2012 18:08:37 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Sandra Sellani http://thebrandingblog.com/taglinecreation/tagline-traps-youll-avoid/comment-page-1/#comment-36512 Sandra Sellani Sun, 27 Feb 2011 21:27:42 +0000 http://thebrandingblog.com/?p=381#comment-36512 There are so many people who destory their image by using taglines that do not stand the test of time or simply destroy their professionalism. I see this frequently in small businesses who want to capture the catch phrase of the day with taglines like "The PR Divas" or "The Retail Recession-istas." Some of the best taglines have been used for decades and have no need to change. Many businesses would be better off saving the trendy vernacular for an advertising or social media campaign, and choosing a tagline that suggests their their offering is enduring, not just the flavor of the month. There are so many people who destory their image by using taglines that do not stand the test of time or simply destroy their professionalism. I see this frequently in small businesses who want to capture the catch phrase of the day with taglines like “The PR Divas” or “The Retail Recession-istas.”

Some of the best taglines have been used for decades and have no need to change. Many businesses would be better off saving the trendy vernacular for an advertising or social media campaign, and choosing a tagline that suggests their their offering is enduring, not just the flavor of the month.

]]> By: P/F http://thebrandingblog.com/taglinecreation/tagline-traps-youll-avoid/comment-page-1/#comment-36098 P/F Mon, 29 Mar 2010 12:39:18 +0000 http://thebrandingblog.com/?p=381#comment-36098 I guess that's my point. The benefit or differentiating point doesn't have to be on-paper-obvious any more. Long gone are the days when a few giants with enough money to advertise were the only ones competing for your attention and dollars. These days it's almost more important for a company to be emotionally open and accessible. And that's what becomes your "benefit" or brand platform. The combination of younger generations being more skeptical of large corporations coupled with their access to infinite amounts of information and a million more choices makes this new take on differentiation a necessity in my opinion. However, I agree that you still need to sell you product and a tagline that doesn't is a waste of ink. So, that said - the underlying strategy of "America runs on Dunkin'" is really about their coffee. Some time in the last few years they became known as having the best coffee. I don't know if it came out of some random taste test or what but they rode the tide and started using coffee as a differentiator and gained millions of new customers. The tagline "American runs on Dunkin'" is simply a play on caffeine being the real fuel that drives America with Dunkin' Donuts being its service station. I guess that’s my point. The benefit or differentiating point doesn’t have to be on-paper-obvious any more. Long gone are the days when a few giants with enough money to advertise were the only ones competing for your attention and dollars. These days it’s almost more important for a company to be emotionally open and accessible. And that’s what becomes your “benefit” or brand platform. The combination of younger generations being more skeptical of large corporations coupled with their access to infinite amounts of information and a million more choices makes this new take on differentiation a necessity in my opinion. However, I agree that you still need to sell you product and a tagline that doesn’t is a waste of ink. So, that said – the underlying strategy of “America runs on Dunkin’” is really about their coffee. Some time in the last few years they became known as having the best coffee. I don’t know if it came out of some random taste test or what but they rode the tide and started using coffee as a differentiator and gained millions of new customers. The tagline “American runs on Dunkin’” is simply a play on caffeine being the real fuel that drives America with Dunkin’ Donuts being its service station.

]]> By: Martin Jelsema http://thebrandingblog.com/taglinecreation/tagline-traps-youll-avoid/comment-page-1/#comment-36097 Martin Jelsema Wed, 24 Mar 2010 21:39:12 +0000 http://thebrandingblog.com/?p=381#comment-36097 But Felex, isn't "we live to deliver" pretty insular? Self-serving? Where's the benefit in terms a customer can have empathy with? I know it's quite a challenge, and that's why so many companies have bad taglines. The key is to begin with your brand platform - identify your key differentiator. And make sure then that customers can't substitute your competitors' names in place of yours when the tagline is presented. If they can, your tagline doesn't reflect your uniqueness, the one thing that makes you different and special. Martin But Felex, isn’t “we live to deliver” pretty insular? Self-serving? Where’s the benefit in terms a customer can have empathy with? I know it’s quite a challenge, and that’s why so many companies have bad taglines. The key is to begin with your brand platform – identify your key differentiator. And make sure then that customers can’t substitute your competitors’ names in place of yours when the tagline is presented. If they can, your tagline doesn’t reflect your uniqueness, the one thing that makes you different and special. Martin

]]> By: Martin Jelsema http://thebrandingblog.com/taglinecreation/tagline-traps-youll-avoid/comment-page-1/#comment-36096 Martin Jelsema Wed, 24 Mar 2010 21:31:25 +0000 http://thebrandingblog.com/?p=381#comment-36096 Peter: do you really think Dunkin Donuts adopted a tagline for the "fun of it"? I'm not so sure. I guess they are aspiring to a position at the top of their category and this was their clever but incredulous attempt at making that claim. But I see no benefit, no differentiation, no reason to believe. Personally, I've never entered a Dunkin Donut establishment since they adopted the tag. Martin Peter: do you really think Dunkin Donuts adopted a tagline for the “fun of it”? I’m not so sure. I guess they are aspiring to a position at the top of their category and this was their clever but incredulous attempt at making that claim. But I see no benefit, no differentiation, no reason to believe. Personally, I’ve never entered a Dunkin Donut establishment since they adopted the tag. Martin

]]> By: P/F http://thebrandingblog.com/taglinecreation/tagline-traps-youll-avoid/comment-page-1/#comment-36094 P/F Tue, 16 Mar 2010 12:44:20 +0000 http://thebrandingblog.com/?p=381#comment-36094 I gotta say the Dunkin' Donuts slog/line (did I just invent a new word?) without a doubt strengthened the brand for me and frankly (and unfortunately) has gotten me to visit them more often than I used to. As an old-school ad guy I understand and agree with everything you say above as a method for writing taglines - except for the effect of their ultimate result. And the only important result is how a brand makes you feel. This tagline, regardless of breaking the rules you outline, made me like the brand that can poke fun at itself - subconsciuosly. I hadn't really thought about my feelings for Dunkin' until after reading your blog. Clearly America doesn't "run on Dunkin'", but I believe that's the whole point. It's quirky and fun and is in line with their post-"time to make the donuts" strategy that, for me, started with their ad campaign jingle "Doin' things is what I like to do....." Pretty funny stuff. Does it "say" much about their brand? Not sure. Has it made drop in a few more times this year? Yes. I gotta say the Dunkin’ Donuts slog/line (did I just invent a new word?) without a doubt strengthened the brand for me and frankly (and unfortunately) has gotten me to visit them more often than I used to. As an old-school ad guy I understand and agree with everything you say above as a method for writing taglines – except for the effect of their ultimate result. And the only important result is how a brand makes you feel. This tagline, regardless of breaking the rules you outline, made me like the brand that can poke fun at itself – subconsciuosly. I hadn’t really thought about my feelings for Dunkin’ until after reading your blog. Clearly America doesn’t “run on Dunkin’”, but I believe that’s the whole point. It’s quirky and fun and is in line with their post-”time to make the donuts” strategy that, for me, started with their ad campaign jingle “Doin’ things is what I like to do…..” Pretty funny stuff.
Does it “say” much about their brand? Not sure. Has it made drop in a few more times this year? Yes.

]]> By: Felex Tan http://thebrandingblog.com/taglinecreation/tagline-traps-youll-avoid/comment-page-1/#comment-36093 Felex Tan Tue, 16 Mar 2010 03:56:56 +0000 http://thebrandingblog.com/?p=381#comment-36093 When come to tag line, it is always a big challenge to most of the advertisers and companies. the most important thing is the companies should consider what is the message to be delivered, when everyone looks at the tag line ,it is clear and understandable..eg: FedEx..."we live to deliver" it is clear n precise.. When come to tag line, it is always a big challenge to most of the advertisers and companies. the most important thing is the companies should consider what is the message to be delivered, when everyone looks at the tag line ,it is clear and understandable..eg: FedEx…”we live to deliver” it is clear n precise..

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