Are Taglines Important?
Over on the CrackerJack Marketer site, Paul Williams and I have been giving our perspectives on important marketing matters like Brand Style Guides and What Matters Most to Consumers: Brand, Price, Convenience, or Something Else?
We’ve also tackled taglines by giving our answers to this question: Are Taglines Important?
This gist of my answer is…
The more undifferentiated a brand is,
THE MORE it needs a tagline.
The more distinctive a brand is,
THE LESS it needs a tagline.
I remember “Cause I’m worth it”. It is interesting how powerful a tagline can become. There is one here in Spain “I am not stupid” (translated -Yo no soy tonto.) and the company is Media Markt. It has become kind of part of jokes and sentences, and everybody knows where it comes from.Thanks you for this post.
[...] and suggest that’s where your brand lives. Again, it’s an important communication tool for telling people what your company is all about. But where both your logo and your tagline fall short is that they’re one-way communications. [...]