|Do Brands Need Tag Lines? No. You Deserve a Break Today.|
|By: Brian Keller||
|We love a good “slogan/tag line.” They wrap a brand in a few short words. They sell the product, move a service, and become a part of everyday speech that is forever associated with the brand. They are created after research, creative briefs, and sometimes a number of years of testing and angst and…and so on. They cost a fortune to create and they have brought fortune to brands smart enough and lucky enough to have tags that resonate and catch fire. They are irreplaceable nuggets of wisdom brought forth to become immovable brand identifiers. Or not.
Are they still worthwhile? Let’s “go forth” and take a look at this fading phenomenon that probably really stopped working as the dismantling of advertising as we know it began in earnest over a decade ago.
First, in researching this article it was found that many of the company websites don’t have their own “tags” on their own websites. On Facebook, sites, and other social media outlets we found the same occurrence. Our informal research into finding contemporary “slogans/tags” revealed many sites dedicated to communications that are 30–70 years old. It seems that brands have become so ubiquitous through so many outlets that the tag is not holding an exalted position in the “brand guide.” Does anyone from agency to client to consumer really care about the tag line anymore? Really, really, we think maybe just agencies, kind of, care about this exercise and that’s just a little bit.
Finally, now that we are completely overloaded and jaded, does anyone really even believe the corporate tag line? Is it even worth it? So, for fun, let’s see what works.
We’ve taken some recent lines and had some fun.
Do they work well in the above configurations or with their original brand? Here’s our answer: At this point, sure they do. But who cares?
So, have fun.
*****We’re trying to come up with something “original” for BMA. Do they all fit? Your vote is important, so vote early and often.
NOTE: “Melts in your mouth, not in your hand” should be safe from the annihilation of the tag line. It can only be one thing.
*****NOTE: Remember, original is kind of an elastic term and the author is trying to sneak this by. Take that, Under Armour vs. Nike.
We didn’t look that hard, but we couldn’t find Chase Bank. Exxon/Mobil could be “We’re Drivers” too. Exxon/Mobil could be “We’re Drivers” too. So, that’s it from Beyond Madison Avenue, the sweetest place on earth.