On a flight earlier this month, I found myself stuck without my mainstay reading material. I’d finished one book earlier in the flight than I’d expected, and with my son asleep on one arm I couldn’t reach the carry-on. So I did what any resourceful woman does and I improvised. I picked up the NWA World Traveler magazine (hmm, normally not a big draw for me) and flipped through it. I had about half an hour to muddle through and I was determined to make it with my sanity intact (I typically don’t do so well without at least 3 things to keep myself occupied. This includes reading while cooking and refereeing my kids’ fights, and likely answering the phone, too).
I was plesantly surprised once I caught an article in the business pages titled “Words That Sell.” The topic was taglines. Now that’s something I could sink my teeth into.
“. . .(taglines) create a memorable phrase that will sum up the tone and premise of a brand or product, or to reinforce the audience’s recall of a product.”
Epsilon CMO Steve Cone has released a new book titled “Powerlines: Words that Sell Brands, Grip Fans, & Sometimes Change History,” Bloomberg Press. Mr. Cone suggests that marketers have lost their touch when crafting memorable and relevant brand hooks.
Mr. Cone provides six tips for creating taglines with staying power:
- Taglines must convey a genuine truth or depict an experience (real or imaginary)
- Line must be built to last and rarely, if ever, changed
- Taglines must either convey a benefit, show how it will improve the consumer’s lives, recommend a specific action, or offer a specific satisfaction.
- Recall mnemonics? Naturally taglines are more memorable with the perfect music score
- Infuse movement into the tagline when used on Internet or TV media
- Line must play a central role in all visual touch points with the consumer
I wrote about about taglines a few weeks ago and brought an example from Winn-Dixie. In that post, I expressed my opinion that “Getting Better All The Time” missed the mark for me. What say we examine it against Mr. Cone’s six tips?
- Genuine truth? – Tthis one is a little tricky. Suspect the tagline stems from 2006 Chap 11 emergence.
- Stand the test of time? – I really don’t feel this has the staying power it needs. Maybe it’s evolution could help bring consumers along as they leave the Chap 11 behind. Leveraging the confidence from the “all the time” portion of the tagline could take Winn-Dixie to a place that felt more like a brand consumers could count on, rather than one that had to tell them they’re “working on it” as I feel the current one does.
- Benefit/action/satisfaction? - Well, there is the add of “We Guarantee It” as seen on their site.
- Catchy? – Nope, at least not on the ‘net.
- Razzle-dazzle – Nope, at least not on the ‘net.
- Front and center - Yes, I’d say it’s pretty evident. Saw it on bags and their site.
I think Mr. Cone has some strong suggestions in his book, from the excerpt I read. Writing taglines for new products was one of my favorite assignments in school. Hey, maybe I could give the Winn-Dixie folks a call. . . 
********************
A few of my favorite taglines:
- “Like a Rock.” – Chevrolet Trucks
- “Just Do It.” – Nike
- “Revolutionizing eHealth” – Geonetric, Inc.
- “Because You’re Worth It” – L’Oreal
{ 1 comment }
A consumer-centric brand strategist with strengths in idea orientation and activation. Seeking the intersection of brand relevance, differentiation and emotional fulfillment to create opportunities for stronger customer relationships. Believe compelling content can create a memorable brand experience in this noisy world. Brand is the heart of business.
