What's your tagline?
The use of taglines is waning in today’s marketing environment. Whether it is due to the declining tenure of CMOs (22.9 months according to research performed by Spencer Stuart), or the inability to put a stake in the ground and stand for something is unknown.
With the rich variety of media and the perceived need to either appeal to “everyone” or not offend “anyone,” companies are moving away from the use of taglines.
On the advertising slogan hall of fame website (www.adslogans.co.uk/hof/), it appears they haven’t done a “top 10” since 2003. Maybe what used to be a rally cry for brands is not necessary anymore, or maybe the brands are uncertain who they are. I think it’s a fear of commitment.
A tagline is something you hold yourself accountable to deliver. It doesn’t have to last forever, but it should last a long time (yes, longer than 22.9 months).
The good ones, in a few words, sum up the essence of their product, their personality and their promise. They are something that can be used to make sure things have not gotten off course. In a corporate environment, they act as a filter for priorities, performance and promotion.
Taglines don't need to be witty to be effective. “Good to the last drop” is not witty, nor is “It takes a licking and keeps on ticking,” or “M'm! M'm! Good!"
Think how much easier it would be to navigate relationships if everyone had an authentic tagline.
You’d know where to place your expectations, where to invest more time and what to avoid at all costs – all depending of course on what your tagline was.
Personal taglines could eliminate a lot of wasted time on the dating scene, at cocktail parties, at work and in your community. Maybe it would even lower the divorce rate – although that could also be accomplished by simply not getting married.
Anyway – I like the idea of a personal tagline. “what’s your tagline?” could be an efficient replacement for the standard getting-to-know-you Q&A of “are you married,” “what do you do,” “where do you live,” “do you have children,” etc.
A good tagline requires naked self perception and the commitment to consistently deliver on your promise. But I think they are also somewhat formulaic.
How do others describe you?
Is that something that makes you unique?
Is it something you are proud of and committed to being? (if not, take some time to fix yourself and start over at #1 later)
Can it be said in one breath and remembered easily?
Would you wear it on a t-shirt?
So…what’s your tagline? Maybe I’d like to get to know you.
Stacey Cost - original determination
