The ripping response to our elevator pitch debate got me thinking of an even shorter (yet possibly more important) business branding element.
The strap line.
Also called the tag, tag line, end line, slogan and motto, this is a short, memorable phrase designed to connect consumers with a product, campaign or organisation. (Once again, Wikipedia nails it.)
For such a tiny device, tags can pack a BIG punch.
So let’s check ‘em out.
Do you recognise these tags?
- Puts a rose in every cheek.
- Get one or get lost.
- We try harder.
- Think different.
- For all creatures great and small.
- Got milk?
- Life, be in it.
- Yes we can.
See what I mean?
Coca Cola is odd in that they change their tag like there’s no tomorrow. I was stunned to see the extent of it.
To me, this extreme variability suggests they have zero to say (nyuk nyuk), but put an awful lot into saying it. However, it doesn’t appear to have done their megabrand status any harm.
Then you have what’s arguably the mother of all tags:
- Just do it.
I don’t use the products, but I like the simplicity, stability and stress of this statement.
This month, KFC (formerly Kentucky Fried Chicken) replaced their 50-year-old Finger-lickin’ good tag with:
- So good.
Again, I don’t eat the stuff, so this change doesn’t affect me.
Do you think it’s good or bad for the brand?
My early Feisty Empire tags were lame*:
- Anything with words.
Too vague. No implied or intrinsic benefit.
- Clear, concise, correct communications.
Death by alliteration!
Luckily, brilliant Adam invented my current tag when designing my logo:
- Fighting words.
I love it – as do many clients: a rare confluence!
Not only is it short and nice to say, it has two meanings:
- I give clients powerful words with which to win market share.
- I fight bad words (e.g. long, wrong, tired words).
If you have a tag:
- What is it?
- What does it mean?
- How did you get it?
If you don’t have one:
- Why not?
- Do you want one?
- Would you like everyone in this forum to brainstorm suggestions?
* Though rather better than Coke’s 1966 effort!
Paul Hassing, Founder & Senior Writer, The Feisty Empire