A short YouTube video (creator: Patrick Biddiscombe) that explains what makes an advertising tagline powerful. It argues taglines work by being memorable, communicating a key emotional benefit (how a product makes people feel), differentiating the brand, and imparting positive feelings; examples cited include Volkswagen, IMAX, Apple, and Coca-Cola ("Think small", "Think big", "Think different", "Open happiness").
Think small, think big, Think different. No, these aren't contradicting pieces of advice. They're the taglines for Volkswagen, Imax, and Apple. Chances are at least one of those companies popped into your head when you heard that sentence. That's the power of a good tagline. With just a few words, they can instantly call to mind a specific company.
And great taglines, they'll make a brand a household name. So what's behind a great tagline? Taglines have been a part of branding for centuries, and the fact that they're still used hundreds of years later shows how powerful they can be. Open happiness. You can't deny it. It's catchy. Slogans succeed when they're memorable. Coca Cola says a lot with only two words and five syllables. Second, they include a key benefit. Instead of talking about a product, they talk about the way the product makes people feel. Open Happiness doesn't talk about the way Coke tastes, looks, or smells, but it does leave an impression. Third, they differentiate the brand. A great tagline sets a FL the ground by making a claim about the brand.
Is your brand universal, timeless? Down to earth, Joyful? Whatever it is, great taglines say something unique. Finally, they impart positive feelings about the brand because they're so closely associated with their parent brand. The best taglines use positive, upbeat language to ensure people come away with those same feelings. Associating happiness with your beverage. Smart move, Coca Cola. So be all you can be.
Get more. Just do it. And use these tips to become the ultimate branding machine.
