The World’s Favourite Airline”

just do it

The best a man can get

Connecting people

the world’s local bank

adapted from Chris Davenport article

Ppt Compiled by Vikas JainIInd MBA

Pondicherry Universityor

BRAGLINES

TAGLIN

ES

Introduction

Slogans have shifted from the battlefield to the business world. These two arenas aren’t so different . In fact, the similarities are uncanny: You’re talking to a horde of people but you’re limited by how loud you can shout (budget)

a succinct and highly visible way of communicating

a change in direction for a

company

used to sum up a company or

product’s premise, ethos,

or difference that is memorable for

audienceThey can educate,

stimulate, provoke, promise,

invite, demand,

dare, irritate, and inspire

TAGLIN

E

How does a slogan, or a tagline help companies deal with their rivals and attract customers? What’s the secret to getting it right, and what perils lay in wait for those that get it wrong?

Best practice suggests that there are only a handful of archetypal messages that have made successful slogans

Beauty is balance

Get the message right

Don’t just talk about it , be about it

We are the category

Its getting better

You're great (we can make your great)

Join us

What happens next

Beauty is balance

Beauty is balance

-a name and a tagline doing exactly the same job.Simple,Memorable Compelling

British Airways –“The World’s Favourite Airline”

HSBC Bank“ the world’s local bank”

-the vast majority of successful companies taglines fall into one of the two.

1. Seize the day - concept has resonated throughout the

ages - seizes upon mortality with positive

urgency, encompasses everything -slogans which use imperatives fit here e.g. Nike – just do it

Get the message right

You want people to think it, so say it.

Gillette- “The best a man can get.”

2.W

e ar

e th

e gr

eate

st

Don’t just talk about it, be about it

It’s not bragging if you can back it up

”

We Are The Category This claim leaves no room for the

competition. They often appear innocuous, but they

aggressively annihilate the opposition by not even acknowledging their existence

Standing for improvement encourages improvement, and doesn’t invite any criticism for being arrogant.

Tesco’s consumer championing “Every little helps”

It’s getting better

“Me” is less interested in how good the company thinks it is, and far more interested in “me”.

Maybelline’s “Maybe she’s

born with it.”

You’re great (we can make you greater)

effective for brands that are trying to accentuate their collaborative side.

simple invitation, suggesting warmth and openness

Join us

The most elegant example of this is

Nokia’s “Connecting people”

This is the crystal ball of taglines.

claims a position of prescience, omniscience by predicting the future and telling you what to expect

E.g. Orange “The future’s bright.”

What happens next

Besides these…

Besides these categories a few more seem to have taken their space despite their variations.

functional slogans -product-specific

claime.g. Ronseal “It does exactly what it

says on the tin.”

Once you’ve written it, broadcast it mercilessly.

the more people hear the more they’ll remember. But crucially, the more they’ll repeat it themselves.

E.g. “Yabba-dabba-do,”

Repeat

conclusion