Post on 14-Sep-2014
description
YOUR TAG LINE!DON’T LEAVE HOME WITHOUT IT
“MATT STATMAN CEO & Creative Director, Motive
THERE IS AN ART TO FINDING THE PERFECT MARRIAGE BETWEEN A PRODUCT, THE GOALS OF THE COMPANY BEHIND IT, AND THE NEEDS OF THE CONSUMERS WHO MAY USE IT. ”
10 waysTo Create A
Winning Tag Line (plus One Free Bonus Tip)
No. 1Make it
memorable
UNAIDEDRECALL
Top 10 tag lines of all time
Source: BloombergBusinessweek
Takes a licking and keeps on ticking
Melts in your mouth, not in your hands
Takes a licking and keeps on ticking
Tastes great, less filling
Melts in your mouth, not in your hands
Takes a licking and keeps on ticking
We try harder
Tastes great, less filling
Melts in your mouth, not in your hands
Takes a licking and keeps on ticking
Think different
We try harder
Tastes great, less filling
Melts in your mouth, not in your hands
You’re in good hands with Allstate
Think Different
We try harder
Tastes great, less filling
Where’s the beef?
You’re in good hands with Allstate
Think different
We try harder
Just do it
Where’s the beef?
You’re in good hands with Allstate
Think different
Don’t leave home without it
Just do it
Where’s the beef?
You’re in good hands with Allstate
Got milk?
Don’t leave home without it
Just do it
Where’s the beef?
2.DIFFERENTIATE
The Ultimate Driving Machine
The Relentless Pursuit of Perfection
PROMISEYour brand’s
THREE: INCLUDE YOUR NAME
Coke is it!
Nothing runs like a Deere
4. Make a rhyme with your name.
Flick my Bic“”
Fill it to the rim with Brim“”
Don’t get mad, get GLAD“”
Ore-Ida! It’s all-righta!“”
The best part of waking up is Folger’s in your cup.
♫
♫
See the USA in your Chevrolet.
♫
♫
“Our results suggest that rhyme, like repetition, affords statements an enhancement in processing
fluency that can be misattributed to heightened conviction about
their truthfulness.”
McGlone, M. S. & Tofighbakhsh, J. (2000). Birds of a feather flock conjointly (?): rhyme as reason in aphorisms.
Psychological Science 11(5), 424-428.
4) Black & White.
5. PARALLEL& CONTRAST
Expect more. Pay less.
Nancy Friedman”“The second half provides the contrast
– and the payoff.
When EF Hutton talks, people listen.
American by birth. Rebel by choice.
Kid-tested. Mother-approved.
Size matters!does notv
/
“Crispy thoughts lead to punchy messages.”
Eric Swartz TABL!NEGURU
One word. Or one word times three.
THINK
Air France: New. Fast. Efficient.Fisher-Price: Play. Laugh. Grow.Jaguar: Grace. Space. Pace.Marks & Spencer: Quality. Value. Service.Wrangler: Real. Comfortable. Jeans.
x 3
“The best tires in the world have Goodyear written all over them.”
“There are some things money can’t buy. For everything else there’s
MasterCard.”
“Sure, slogans should be as short as possible, but there’s a trade-off. Slogans should be long enough to contain some words that knock on
the right side of the consumer’s brain.”
AL RIES
“The nighttime sniffling sneezing coughing aching stuffy head fever so you can rest medicine.”
7. Explain a key benefit
(in other words, why your product
is a smart choice).
When it absolutely, positively has to be there overnight.
It keeps going, and going, and going
Let your fingers do the walking
8. Evoke an emotion.
“Aren’t you glad you use Dial? Don’t you wish
everybody did?”
9) Create a new word
The uncola
The quicker picker-upper
How do you spell relief? R-O-L-A-I-D-S
Change10 IT UP
“Mobilizing your world”
“Rethink Possible”
“Your world. Delivered.”
“Reach out and touch someone”
“The right choice.”
bonus tip:
REVERSE PRIMING EFFECTS
Consumers often perceive tag lines and marketing
slogans as persuasion tactics, creating
suspicion toward the brand. As such, we tend to do the opposite of what a tag line suggests.
Laran, J., Dalton, A. N., & Andrade, E. B. (2011). The curious case of behavioral backlash: Why brands produce priming effects and slogans produce reverse priming effects. Journal of Consumer Research, 37(6), 999-1014.
subliminalcorrection
“As cultural power shifts from corporations to consumers, it no longer seems appropriate for brands to be issuing imperatives.”
Denise Lee Yohn, “The Death of the Tagline,” Adweek
SOLUTION:
Humorous, creative, and otherwise entertaining tag lines tend to prevent
the reverse priming effect.
Dalton & Andrade
10 waysTo Create A
Winning Tag Line (plus One Free Bonus Tip)
YOUR TAG LINE!DON’T LEAVE HOME WITHOUT IT