On the radio, on billboards, on TV at the finish of commercials, in newsletters and social media… The slogan is what you stand for, and the tagline is the stamp on the finish. You don’t want each a slogan and a tagline, but no matter you employ should stand out and summarize your brand’s purpose to be in just some phrases.
Slogans and taglines are elementary id content material for manufacturers — the important, memorable phrases that differentiate a brand or company, and ideally serve to set off shopper consciousness and persuasion. Typically slogans and taglines take months of analysis, ideation and testing to determine. Typically they’re sparked in a second of inspiration. Then, the world receives them — and hopefully they elevate public consciousness of a brand or product in just some powerful words. Complete campaigns and initiatives are created round these few phrases. Ideally they turn into a part of fashionable culture.
‘Higher Voices, Higher Content material’ – @ClearVoice | #ContentMarketing | #Branding | #Freelancing | #Voice | #Tagline Click To Tweet
- 1 What’s a slogan?
- 2 What’s a tagline?
- 3 5 ideas for writing great slogans:
- 4 5 ideas for writing great taglines:
- 5 29 examples of slogans and taglines we love:
- 5.1 1. “The Strength to Take on Tough Messes” — Brawny
- 5.2 2. “Live Boldly” — Revlon
- 5.3 3. “Good to the last drop.” — Maxwell Home
- 5.4 four. “There is no substitute.” — Porsche
- 5.5 5. “Don’t let a 1% difference cost you twice as much.” — Dash
- 5.6 6. “Don’t Leave Home Without It” — American Categorical Co.
- 5.7 7. “The Human Network” — Cisco Techniques
- 5.8 eight. “Be a Pepper” — Dr. Pepper
- 5.9 9. “Go Further.” — Ford Motor
- 5.10 10. “Science. Applied to life.” — 3M
- 5.11 11. “What’s in your wallet?” — Capital One Monetary
- 5.12 12. “Be What’s Next.” — Microsoft Corp.
- 5.13 13. “Forged by the Sea.” — U.S. Navy
- 5.14 14. “Democracy Dies in Darkness.” — Washington Publish
- 5.15 15. “It’s everywhere you want to be.” — VISA
- 5.16 16. “Dare to Be Devoted.” — Jared the Galleria of Jewellery
- 5.17 17. “Be More Human.” — Reebok
- 5.18 18. “The Best Men Can Be.” — Gillette
- 5.19 19. “Inspire the World, Create the Future” — Samsung
- 5.20 20. “Taste the Rainbow” — Skittles
- 5.21 21. “Your Pet, Our Passion.” — Purina
- 5.22 22. The Greatest Mattress for Better Sleep — Casper
- 5.23 23. “All for Freedom. Freedom for All.” — Harley Davidson
- 5.24 24. “We Exist to Inspire the World to Play.” — Electronic Arts Inc.
- 5.25 25. “You’re going to like the way you look, I guarantee it.” — Men’s Wearhouse
- 5.26 26. “Together We Can Prevail.” — Bristol-Myers Squibb
- 5.27 27. “They’re G-r-r-reat!” — Kellogg’s Frosted Flakes
- 5.28 28. “Travel Brilliantly” — Marriott Int’l.
- 6 And our favourite, in fact…
What’s a slogan?
The dictionary definition of a slogan is “a memorable phrase” — but brand entrepreneurs see it as a way more vital piece of content. A slogan encapsulates how your model or product differs from the remaining. It tells your potential clients why to decide on you. It expresses your function.
Slogans have by no means been notably constrained by the principles of fact in advertising, and thus, though they could have to convey a model’s essence, they will really goal huge with their interpretation of it. Take Miller Beer of the 1950s dubbing their product “The Champagne of Bottled Beer” — did it essentially deserve the title? Not even in all probability at the time it was coined, and definitely not in later many years when craft beer came available on the market. However did it catch shoppers’ fancy and develop into an idea that transcended the brand? Yep, it did. So did Miller Lite, for various causes, with “Tastes Great, Less Filling.” Does the beer really taste nice? Most would say, meh… It tastes high-quality. However it does have barely fewer energy — and that’s what primarily concerned the goal shoppers.
What’s a tagline?
Within the Middle Ages, knights had mottos as part of their coat of arms. The imagery was their visual id; the motto was their tagline. It let everybody else know what they stood for. It gave individuals a approach to feel about their Home. (Recreation of Thrones has completed a very good job integrating this medieval tradition into its show, so for those who never studied Middle Age knights, you’ll be able to simply consider GOT sigils, or the varied humorous parodies of them that exist within the meme-verse.)
The tagline is the fashionable enterprise model of the home motto. It is sometimes the final couple of words on the end of an ad spot — or the underside of a emblem. It’s the phrase everyone remembers you by. It’s a catchphrase that, very similar to a slogan, could be very significant to your model–nevertheless it doesn’t necessarily include the identical model function or cause individuals ought to choose you. A tagline may include promise, like Lush’s “Fresh Handmade Cosmetics” — or Volvo’s “For Life.” It’d evoke values, it is perhaps a “battle cry” as an AdAge professional dramatically recommended, and it’d just ask a question.
5 ideas for writing great slogans:
1. Think of your organization’s cause to exist.
What does your brand or product goal to do higher than any of its rivals? What is the function it serves? Why was it created? A slogan ought to reply these questions with out them needing to be requested.
2. Take the mission statement or model manifesto and distill it down.
Lots of people assume an organization mission assertion or manifesto is identical as a slogan. The truth is, the slogan is the shortest attainable version of the mission/manifesto. It could be the opening line, closing line, or a number of probably the most highly effective defining words. For those who can’t work out a slogan, write a mission statement or manifesto, and then look for your slogan inside it.
three. Be particular.
“We’re going to make the world a better place,” actually doesn’t work right here, and never did. What is your model or product altering? What area will it impression? Only ubiquitous service-provider corporations like Microsoft or Samsung can get away with a really broad slogan. Even giants like FedEx concentrate on one experience (delivering packages). Your slogan could be very lofty in its aspirations to influence one facet of human existence — but undoubtedly know what that one facet is.
4. Assume previous the first thing that grabs you.
Typically inspiration actually does strike fast and first, however more possible the rationale that the very first thing you got here up with retains leaping out is since you personally gravitate to it. Group ideation, or a minimum of suggestions from a sizable group, is the easiest way to seek out out what grabs the most people. In case you actually need helpful feedback, put your first and favorite selection someplace in the midst of the record and see if individuals choose it unprompted.
5. Know which you could change this if it doesn’t perform nicely.
Founders and enterprise house owners are likely to get means too emotionally invested in coining the right slogan, as they assume it’s going to get them clients and recognition in just one sentence. They anticipate it to make or break their enterprise. They usually don’t understand that if the chosen words don’t work, new ones could be tested out. Most successful corporations have launched and retired many slogans and taglines through the years.
5 ideas for writing great taglines:
1. See how it matches into many campaigns and initiatives.
A tagline will seem in many various campaigns, and many various pieces of material. Will probably be surrounded with different messaging that clarifies it for various functions. It all the time wants to suit into the campaign of the moment, and present a consistent recognizable aspect. So, in case you’re making an attempt to determine whether a tagline is true, see the way it stands alone, and then the way it works within different messaging frameworks.
2. Make a promise.
Not a selected one — in reality, the broader and extra aspirational, the higher. What’s the very best function your brand or firm aims to realize? For example, Revlon’s Reside Boldly tagline (additionally a current marketing campaign, in addition to a cosmetics line) doesn’t simply promise that your makeup shall be daring (though it also does that); it encourages a brave, unconstrained life — no matter meaning to every particular person shopper.
three. Or, make a suggestion.
A number of the greatest taglines aren’t statements, however quite recommendations framed within the form of questions. “Got Milk?” is a superb instance of this. At face worth, it asks what you’ve received at residence within the fridge, but in the context of an promoting campaign, it was used to recommend a myriad of situations for milk to make issues style better, or to provide nourishment and gasoline.
4. Go for speedy influence.
Wouldn’t it be seen and recognizable on a sleeve in a crowd — or a MMA battle ring? On a bumper sticker? In a conversation the place somebody stated it paradoxically? That’s what you need to go for with a tagline, because those are ideally a few of the locations it might present up — and your ultimate aim in creating it will be that folks hear it and immediately, subconsciously associate it with a model.
5. Consider an awesome exit.
Characters in movie and TV typically make nice exits. They throw down some statement that has their fellow actors, studio viewers and viewers cracking up, and poof — they’re gone. That’s one thing people in real life can not often achieve, however it’s exactly what a tagline should do, as the last little bit of an advert or bottom of a emblem. So, which of the catchy phrases you’re mulling over would sound greatest if a TV character pronounced it earlier than making a dramatic exit? That’s in all probability the one you need to use.
‘Find Your @ClearVoice’ | #ContentMarketing | #Branding | #Freelancing | #Voice | #Tagline Click To Tweet
Get a better concept of the price in your content plans. See how ClearVoice will help you power your content advertising and broaden your staff’s capabilities.
29 examples of slogans and taglines we love:
1. “The Strength to Take on Tough Messes” — Brawny
Brawny is an enormous, robust, and used-to-be masculine brand that efficiently positioned itself because the trusted leader within the formerly female-targeted house cleansing product area. It did so by promising to be the strongest in its class — the least more likely to disintegrate. In recent times, the model has advanced what “strong” means to encompass more fluid gender roles, however its personal promise of superior mess-fighting stays the same, and this tagline stays on the front of the packaging.
2. “Live Boldly” — Revlon
That is truly the identify of a new-in-2018 campaign celebrating groundbreaking beauty position fashions. It launched with 5 faces, including physique positivity advocate Ashley Graham and African-Arabic mannequin Adwoa Aboah. In PR surrounding the marketing campaign, the brand ambassadors put forth their very own interpretation of the campaign slogan — Aboah stated it means “unapologetic, knowing no boundaries, being vulnerable, strong, authentic and yourself.”
3. “Good to the last drop.” — Maxwell Home
Not only did this slogan make advertising and advertising historical past — having been coated dozens of occasions since it was coined at first of the 20th century — it even managed to get itself woven into “Great Presidents of America” folkloric history. There’s an unsubstantiated however persistent origin story that Teddy Roosevelt himself came up with the slogan after having a cup of the coffee.
four. “There is no substitute.” — Porsche
For many years, Porsche has deliberately focused solely the very particular shopper for whom worth is not any object, and who won’t accept substitutions for his or her best choice in anything life has to offer. This automotive is as much about way of life and statement as efficiency — and it’s undeniably true that whereas different automobiles could also be more powerful, no automotive appears quite like a Porsche.
5. “Don’t let a 1% difference cost you twice as much.” — Dash
The cellular company battles for market share are brutal and brash, and nobody plays the game more durable than Sprint. Just about all telephone corporations leap from one slogan, tagline and/or marketing campaign to the subsequent, and actually, Dash had another one proper around the similar time as this one — the straightforward “Works for Me.” That obtained combined evaluations: some advertising business people felt it was the copy equivalent of a shrug. This one, nevertheless, comes out swinging at any competitor that is perhaps charging twice as a lot — in all probability Verizon or AT&T, however it makes anyone not with Sprint marvel in the event that they’re inadvertently paying twice as much for a 1% difference in coverage.
6. “Don’t Leave Home Without It” — American Categorical Co.
This phrase turned iconic although American Categorical is certainly not the one firm that would have owned it. The AMEX card is not any more indispensable than different bank cards, really. If most people have been going to take just one bank card with them, it might be the one most generally accepted — in all probability not their AMEX. Also, this phrase might simply as simply apply to your keys. Nonetheless, AMEX has a variety of respect as a brand, each for what it represents and for its legacy way of life and tradition portfolio — offloaded in 2013 to Time and then absorbed by Meredith. So, what clients really don’t need to be without is that elevated AMEX way of life, which they get by putting that plastic to work.
7. “The Human Network” — Cisco Techniques
Cisco created a variety of messaging across the core concept of a community powered not by know-how however by people. Or alternatively, a know-how network that serves humans. This phrase may be understood in another way relying on what different language surrounds it — the secret is making the human connection. That is genius because B2B tech products and providers historically are challenging to elucidate in simple human terms.
eight. “Be a Pepper” — Dr. Pepper
There was a time when Dr. Pepper the soda was a larger part of shopper grocery tradition than chili pepper. This slogan really exhibits how robust the model id was at that time, that folks might see the suggestion “Be a Pepper” and link it again to what sort of spicy/sugary soda they purchased, moderately than their taste for spicy food. The model has modified their slogan a couple occasions since then, however none as daring as this.
9. “Go Further.” — Ford Motor
When this tagline got here out in 2012, Ford executed an fascinating PR strategy, which was to tell all the advertising and commerce media that this assertion was as a lot aimed toward staff as clients. It was about firm culture as a lot because the meant physical use of the automotive, the executives defined. Whether or not the various thousand Ford manufacturing unit staff actually took that to coronary heart in their inventiveness and work ethic isn’t as nicely documented, nevertheless it was very appealing to people who consider advertising ought to tie in with corporate culture and brand objective.
10. “Science. Applied to life.” — 3M
We know that Romy and Michelle from the movie didn’t invent Submit-Its… However who did? 3M determined it was time to say due credit for that, together with all types of different essential merchandise including Scotch tape, in 2015 with its first artistic campaign in 20 years. It launched it with an experiential installation at SXSW, a digital marketing campaign and this slogan underlying — illuminating that one big international company applies science to create solutions for problems giant and small, from medical procedures to note-scribbling.
11. “What’s in your wallet?” — Capital One Monetary
Cheeky yet pragmatic, nosy and slightly difficult, this is among the biggest taglines of all time. It is so on level for Capital One, which is not solely daring with its artistic campaigns, but in addition is the credit card supplier almost definitely to be in anybody’s wallet, because of its wide selection of merchandise at totally different limits and interest rates.
12. “Be What’s Next.” — Microsoft Corp.
Does Microsoft really embody this message? Does it matter? They filed trademark on it in 2010, which was right throughout Apple’s peak of private pc and system innovation. There have been many other “next big thing” corporations arising then, and there are various now. But Microsoft has endurance, and is universally used — and it additionally has very sensible branding, which is why the corporate trademarked a slogan that every tech innovator aspires to stay by.
The Navy’s tagline is probably powerful, achieved by modifying an ages-old saying (cast by hearth) and using the symbolic which means of “forged” somewhat than the scientific one. It only launched in late 2017, so we’ll should see if it sticks, however the implication of examined, proven power comes by means of.
14. “Democracy Dies in Darkness.” — Washington Publish
This is perhaps probably the most impactful — and most polarizing — tagline of the last decade. It’s so dramatic and bleak, no one would have recognized methods to receive it a couple of years again. Now, everyone is aware of, and everybody has taken a position on whether or not they completely help this statement and publisher, or absolutely assume it’s pretend information.
15. “It’s everywhere you want to be.” — VISA
Props to VISA for figuring out FOMO and utilizing it for advertising purposes as far back as the Eighties. This slogan was lately updated to only “Everywhere you want to be,” which connotes risk of latest experiences greater than striving to keep up with the Joneses.
16. “Dare to Be Devoted.” — Jared the Galleria of Jewellery
“He went to Jared” was a tagline previous its prime, despite the fact that everybody knew it as a consequence of ubiquitous tv promoting. This new one is fascinating as a result of it’s a direct problem to the Tinder courting era. In an period the place individuals are committing less and valuing experience over things, it’s truly controversial to recommend that conventional expressions of devotion are the strongest. But here’s the factor Jared is aware of, in all probability via in depth market research: Quite a couple of individuals nonetheless consider that jewelry expresses love, and they need that token quite badly it doesn’t matter what they are saying.
17. “Be More Human.” — Reebok
When your largest competitor has D&I athlete advertising right down to an art type, what do you do? You create a special vision of inclusion — one which doesn’t just have fun elite athletes, but individuals being robust on the earth. Specifically this campaign is focused to ladies, and the CEO has stated as a lot in interviews, however with conventional advertising’s historical past of centering on males, this can be a welcome change of strategy.
18. “The Best Men Can Be.” — Gillette
Changing one phrase in a basic tagline could be a major assertion, particularly whenever you put out a values-driven advert spot to go together with it — and undoubtedly when a lot of your advertising in prior many years had take the other strategy. Suggesting that men should attempt to be higher slightly than receive higher (Better what? Shaves? Opportunities? Ladies in thongs? Who is aware of!) kicked off a loud social media-driven culture battle. Did it drive gross sales? Gillette is probably watching to see that, while concurrently testing out what the subsequent few artistic iterations of this might be.
19. “Inspire the World, Create the Future” — Samsung
Many formidable startups have tossed around this type of promise, but Samsung truly places out products that inspire and power creativity, day by day. That’s why this massive, lofty dual-purpose slogan truly matches the model as an alternative of seeming too huge for it.
20. “Taste the Rainbow” — Skittles
Easy, comfortable, evocative. It’s a terrific example of selling junk food as straightforward want achievement. Whenever you take a look at those colourful little packages, you already know the contents are usually not going to style like fruit, exactly, however you don’t want to assume your loved one Skittles are pure artificial flavors and sugar. Eating the rainbow is a a lot nicer idea, and because the precise rainbow is an unimaginable chew, that is the subsequent greatest substitute.
21. “Your Pet, Our Passion.” — Purina
Purina is aware of its target shopper properly. Pet house owners actually do anticipate anyone servicing or providing merchandise to their pets to be as enthusiastic about those pets as they are. And why not? In case you don’t love canine and cats, pet house owners don’t want you deciding what they’ll eat every single day. Purina’s current tagline promises that they get it, they see you, and they’re dedicated to providing one of the best for pets.
22. The Greatest Mattress for Better Sleep — Casper
The mattress startup wars are even more brutal and digital-age cutthroat than the cell phone ones, and Casper dominates the sector. However the identify Casper doesn’t immediately suggest what the product is. So the slogan has to actually spell out why this mattress is superior to all rivals — and it does, by harnessing the promise of one thing that the majority adults need extra of day by day.
23. “All for Freedom. Freedom for All.” — Harley Davidson
This slogan is so American, it looks like it might have been in the national anthem. Or any trendy democracy’s national anthem, for that matter. But Harley’s goal customer notably values freedom not only in an ideological sense, however within the logistic sense of with the ability to hop on their bike and go anyplace, quicker, without all the visitors jams that encumber regular individuals in automobiles.
24. “We Exist to Inspire the World to Play.” — Electronic Arts Inc.
Together with a couple other video game publishing giants, EA truly modified the definition of “play” over the previous couple many years, turning it from what youngsters did outdoors in free time to a mega-mega billion dollar business and substitute for real-life action. This slogan places probably the most constructive face on gaming, as it ought to.
25. “You’re going to like the way you look, I guarantee it.” — Men’s Wearhouse
Appealing to vanity, promising convenience and reliability, this slogan is efficient as a result of it guarantees a no-hassle answer to one thing men have to think about day by day. Clients of Men’s Wearhouse in all probability don’t fear about their apparel as much as others do, but they nonetheless have to think about it, and they like a assure that this part of life shall be easily dealt with in only one retailer.
26. “Together We Can Prevail.” — Bristol-Myers Squibb
This can be a pharmaceutical company. On the one hand, it is part of the business that puts the most important hit on shopper pocketbooks of something outdoors natural disaster. On the opposite, with out its products, many extra individuals would die young or be gravely unwell or in ache. So, it makes plenty of sense to construct a public-facing platform across the cures and help it offers, and just fake the attending costs don’t exist.
27. “They’re G-r-r-reat!” — Kellogg’s Frosted Flakes
This slogan wouldn’t exist without cartoon pitch-man Tony the Tiger. His child attraction has all the time been robust, and that is his line. It’s one thing we’ve all grown up hearing on TV and seeing within the grocery retailer. At this level, nobody can think about the cereal without Tony on the field and his growly catchphrase right there with him.
28. “Travel Brilliantly” — Marriott Int’l.
This slogan is broad and considerably indefinable. What, exactly, is an excellent traveler? Traveling, like eating, is one thing that folks primarily do without being rated on it or hoping to leverage it as a talent. So perhaps this slogan’s power is that no one needs to journey badly. We’ve all been on a trip that was simply not good, and we did not take pleasure in it. No one needs that. Everyone would like sensible travel, nevertheless that is perhaps achieved.
And our favourite, in fact…
29. “Better Voices, Better Content” — ClearVoice
When it comes creating compelling content material advertising, your success finally is dependent upon the creatives and voices who craft your model’s message and story. And ClearVoice knows this, values this… extremely. This tagline aligns with their brand identify and general philosophy: “We believe a clear voice is the most powerful voice, no matter its volume or medium.”
On a deeper degree, they’re saying they may help your brand reduce by means of the muddle (the quantity of noise in our media-flooded world) and achieve one thing higher — and they do. By mastering a transparent voice, you will rise above and be heard.
‘We consider a clear voice is probably the most highly effective voice, regardless of its quantity or medium.’ – @ClearVoice | #ContentMarketing | #Branding | #Freelancing | #Voice | #Quote Click To Tweet